YouTube “the most popular music streaming platform in key markets”

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This is according to a report published recently by the research firm YouGov. Data is based on interviews with adults aged 18 and over in the US, UK, France and India.

About 44% of the US adult population uses YouTube for music compared to Spotify (27%), Pandora (25%), Amazon Prime Music (24%), and Apple Music and iHeartRadio, both of which account for 12% of the total music. consumption.

The study focused on data for the 18-34 age group, with 53% and 45% of the group consuming YouTube and Spotify, respectively.

Music consumption in France mirrors consumer behavior in the United States, with 44% of adults and 53% of 18-34 year olds opting for YouTube over other music services.

In the UK, however, the study indicates that only 19% of the adult population uses YouTube for music, compared to 31% who use Spotify. For 18-34 year olds, YouTube represents 25% against 54% for Spotify, according to the British research firm.

“As people spent more time at home last year, they turned to streaming services for entertainment and information,” the report said. “It wasn’t just video streaming that took center stage in people’s lives as they sought entertainment and distraction; the COVID-19 pandemic has also amplified forms of audio listening, particularly podcasts and music streaming. “

“The differences in use of the platform by age are probably related to the overall differences in music listening. Americans between the ages of 18 and 34 prefer streaming music over CDs and downloaded music, which makes platforms like YouTube and Spotify a natural choice as they allow users to search for the specific song or album they want. wish to listen. On the other hand, adults aged 50 and over mostly listen to the radio in the car and their CD collection ”.

In India, data claims that 66% of all urban Indian adults prefer YouTube for listening to music, followed by Amazon Prime Music (37%), Gaana (33%), Google Play Music and JioSaavn (both 30%) and Spotify (24%). Google Play Music has disappeared since the study was conducted.

In November of last year, YouTube claimed that more than 2 billion people were consuming music on the platform. In a recent UK parliamentary inquiry into the economics of music streaming, UK phonograph industry boss Geoff Taylor said YouTube should be considered a music streaming platform – although it is technically classified as a platform. -video sharing form.

“I wouldn’t call them [YouTube] a platform. It’s a music service – 450 of the top 500 videos are music related, ”Taylor said, adding that YouTube’s monopoly on the streaming market was stifling DSP price increases in the UK and, by extension, higher payments for artists.

Meanwhile, YouTube launched the TikTok-rival Shorts app in the United States last week. The abbreviated video service has been tested in India and has already seen more than 6.5 billion views per day. The platform announces that it will soon launch the ability to use audio from videos on YouTube, which would include billions of videos around the world.


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