Digital technologies have redefined how people use audio media, especially for the millennial audience segment. Faced with the challenge from streaming music, many broadcast radio stations have launched their own mobile apps to compete with the new audio services such as Spotify. Guided by the uses and gratifications conceptual framework, this study employed a national survey to investigate millennials’ perceptions of the substitutability and complementarity of broadcast radio, its apps, and music streaming services. The results showed that while radio listeners perceived broadcast radio and its apps as similar products, they regarded music streaming services as distinct from the two. In addition, this study examined motivators behind the diverse perceptions and identified information, escapism, entertainment, and socialization as important. The results suggest that radio stations should take advantage of the mobile technology and offer unique values through their apps, rather than duplicate the offline consumption experience.

中文翻译：

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广播电台和音乐流媒体服务的可替代性和互补性：千禧一代的视角

数字技术重新定义了人们使用音频媒体的方式，尤其是对于千禧一代受众群体。面对流媒体音乐的挑战，许多广播电台都推出了自己的移动应用程序，以与 Spotify 等新的音频服务竞争。在使用和满足概念框架的指导下，本研究采用了一项全国性调查来调查千禧一代对广播电台、其应用程序和音乐流媒体服务的可替代性和互补性的看法。结果表明，虽然广播听众将广播电台及其应用程序视为相似的产品，但他们认为音乐流媒体服务与两者截然不同。此外，这项研究检查了不同看法背后的动机，并确定了信息、逃避现实、娱乐和社交等重要因素。