Arizona Media Association Unveils 2024 Consumer Research: Statewide Media Habit Shifts and Emerging Local Trust Trends

PHOENIX – Newly released data from the Arizona Media Association indicates consumers in Arizona are increasingly utilizing a diverse range of platforms for their entertainment, community connection, and news consumption needs.

The 2024 Arizona Media Study, released annually each spring, reveals that local TV remains the top media source statewide, largely due to its coverage of live sports, events, and news. Following local TV, the top five sources include paid streaming video platforms, local radio, free streaming video platforms, and paid streaming audio subscriptions.

Among social media platforms, YouTube, Facebook, and Instagram continue to dominate in Arizona. Netflix holds the position as the state’s leading TV streaming subscription, trailed by Amazon Prime, Hulu, and Disney+.

“This 2024 data shows a stabilizing picture of both social media and streaming media platforms,” stated Chris Kline, President and CEO of the Arizona Media Association. “Despite fluctuations in individual platforms, overall media consumption appears to be leveling off.”

The study offers an in-depth analysis of the shifting cable TV landscape, digital consumption of local radio, diversified streaming audio solutions, and digital-first distribution models spearheaded by local print brands.

Trust in local news is notably high, with 86% of Arizona consumers expressing a neutral or positive opinion, a stark contrast to the national media trust levels, which have fallen below 50%.

“This research underscores the unparalleled trust and community connection that local brands foster,” said Kline. “However, it also highlights the necessity for these brands to distribute content across multiple platforms to sustain their impact.”

Key findings from the 2024 research include:

– TV commercials, radio ads, and online ads are the primary paid platforms through which Arizona consumers learn about new products.

– TikTok captures 45% of the total Arizona audience but attracts 75% of adults aged 18 to 34.

– Streaming cable TV platforms like YouTubeTV attract 56% of Arizona audiences, while traditional satellite/cable services attract 37%.

– Media consumption in Arizona has increased overall in 2024, particularly through social media.

– Spotify remains the leading platform in streaming audio but only attracts 29% of Arizona audiences.

– 48% of local radio listeners in Arizona use streaming platforms, whereas 76% still tune in via AM/FM signals.

– Local newspaper brands in Arizona are primarily consumed through digital platforms by a margin of 4 to 1.

The Arizona Media Study is an annual report published by the Arizona Media Association and conducted independently by SmithGeiger. The 2024 report was built on data from 1,235 interviews matching Arizona demographics, collected in January 2024.

For press inquiries, contact Arizona Media Association Project Manager Rachel Stapholz at rachel@azmedia.org.