From streaming music services like Spotify to the good old-fashioned radio, there are so many ways to listen to and discover music these days. Teens, however, are gravitating to YouTube for music more than any other source, including radio, CDs, and even iTunes, according to Nielsen's Music 360 report.
The report, which is based on an online survey of 3,000 consumers, revealed that a whopping 64 per cent of teens listen to music on YouTube. In comparison, 56 per cent listen to the radio, while 53 per cent download music from iTunes, and just 50 per cent listen to CDs.
"The accessibility of music has seen tremendous expansion and diversification," David Bakula, senior vice president of client development at Nielsen, said in a statement. "While younger listeners opt for technologically advanced methods, traditional methods of discovery like radio and word-of-mouth continue to be strong drivers."
When it comes to discovering new music, the radio tops all other sources and 48 per cent of consumers said they most commonly discover new music through the radio (Ed. note: would be interesting to know how much radio consumption occurs digitally), while 10 per cent take suggestions from family and friends, and 7 per cent go on YouTube, according to the report.
The survey also revealed that 54 per cent of consumers have music player apps on their smartphones, while 47 per cent have radio apps, and 26 per cent have music store apps.
Meanwhile, digital music is seen as slightly better value than physical CDs - 63 per cent of users said digital albums are very good or fairly good value, compared to just 55 per cent who said the same for physical CDs. Overall, 51 per cent of teens have purchased some kind of music download in the last year while just 36 per cent have bought a CD.
In fact, many younger consumers are jumping at the chance to download music immediately after it's released: 33 per cent of teens purchased a digital track within a week of its release.
"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," Bakula said.