Twenty-somethings in South Korea say they would rather pull an all-nighter watching an entire season of "Signal" than wait for new episodes each week, a survey showed Thursday.

Univ Tomorrow, a fashion and lifestyle magazine for college-aged students, and the Future Broadcast Research Center of the terrestrial network MBC surveyed 954 women and men in their 20s from October to November. They found that 60.5 percent prefer to watch many-hours worth of TV in one sitting than be constrained to one episode a week.

This outcome reflects a shift in young people's content consumption pattern from TV-oriented to online-based.

Respondents were nearly equally divided on their preferred method of consumption for entertainment shows -- some 46.5 percent chose to watch them online, while a comparable 48.4 percent chose TV.

The prevalence of TV ownership also dropped from 81.6 percent in 2013 to 62.1 percent last year.

Terrestrial networks have also lost some ground to cable in popularity.

MBC was voted No. 1 in entertainment show quality. Cable channels tvN and JTBC were voted best for dramas and news programs, respectively.

"Twenty-somethings are leading content consumption trends since they're the most well-versed in many different ways to consume, including TV and smartphones," Park Jin-woo, head of Univ Tomorrow's research unit, said. (Yonhap)