2024 BATTLE ROYALE – WAVE 6

The key findings in the sixth wave of “Battle Royale”, once again, changed very little from previous waves:

• The average household is using 13 different sources of entertainment
  • Only about half are video
• Only half of those overall sources are “Must Haves”

However, for the first time, users of YouTube platforms (YouTube Premium, YouTube, YouTube TV and YouTube Music) pushed these sources into 4 of the top 5 spots for “Must Have” sources, with the top spot still maintained by Spotify.

This wave of “Battle Royale” will continue to trend key findings from the previous waves.  Revisions are  minimal, addressing any relevant industry changes as well as adding iHeartRadio and other radio sources (like local stations) to the music source options.