When my daughter, who is 17, wants to hear a song, she doesn’t turn to radio. Nor does she go to Spotify or Pandora. YouTube is her on-demand streaming service. A new study out from Nielsen says she is not alone. More teens listen to music on YouTube (64%) than radio (56%), iTunes (53%) and CD (50%).
Radio is still the primary machine for music discovery across all ages, but it looks like this study does not try to restrict the definition of “radio” to AM/FM.
The new Nielsen report offers insights on all aspects of music consumption including listening and purchasing behaviors; music discovery; live events; the use of social networking and mobile music apps; as well as how the economy is affecting music sales.
“The accessibility of music has seen tremendous expansion and diversification,” said David Bakula, SVP Client Development, Nielsen. “While younger listeners opt for technologically advanced methods , traditional methods of discovery like radio and word-of-mouth continue to be strong drivers. With so many ways to purchase, consume and discover great new music, it’s no wonder that the consumer continues to access and enjoy music in greater numbers.”
One of the takeaways of this study is that radio is a music discovery machine — curated programs and personalized streams work well for helping people find new music. But once they find it, they are inclined — especially teens – to turn to YouTube where they can WATCH it. When it comes to on-demand streaming, YouTube is (still) the elephant in the room…