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New Connector research from i-media reveals that Motorway Service Area (MSA) visitors are serious entertainment fans — shaping their journeys around streaming, downloads, and on-the-go content.
Streaming is now part of everyday life. Almost all MSA visitors use subscription services, with younger and more affluent travellers leading the way. In summer, this audience broadens further as families and holidaymakers hit the road, giving entertainment brands fresh opportunities to connect with people while they travel.
Younger audiences (18–34s) are the heaviest users, combining Netflix, Disney+, podcasts, and sport. Parents of young children are equally active, turning to audiobooks, Disney+, Amazon Prime and family-friendly platforms to keep journeys smooth.
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But while streaming is booming, loyalty is fragile. 45% of MSA visitors have cancelled at least one subscription in the past year. More than half sign up for short bursts to catch a new series or take advantage of a free trial. Services like Amazon Prime and Disney+ tend to hold on to subscribers, but others face higher drop-off. Younger people and parents are the most likely to use services, making them a key group for services looking to rebuild loyalty.
Planning ahead is also part of the picture. 61% of MSA visitors say they like to plan their viewing in advance, and more than 80% want to watch content as close to its release date as possible. 18–34s are especially organised, relying on social media, word of mouth and advertising to guide their choices.
Nearly 4 in 10 say ads influence what they watch. Reaching audiences at MSAs when they’re relaxed, on a break, and in the mood for entertainment provides brands with a powerful moment to make an impression.
Audio is another fast-growing part of the journey. While radio still dominates in-car listening, over half of MSA visitors stream music, 1 in 5 listen to podcasts, and 18% enjoy audiobooks, often weekly. Discovery comes through social media and friends, but advertising is also important. 30% of audiobook listeners say ads help them find new titles.
What emerges is a portrait of a highly engaged audience. They are prolific streamers, careful planners, and selective subscribers who want content that fits their journeys. MSAs offer a unique window into this behaviour and for brands, a chance to connect with people at just the right moment, in the right frame of mind with the right story.
