Music To YouTube's Ears: Video Site Beats Spotify for Listeners

Music To YouTubes Ears: Video Site Beats Spotify for Listeners

'Radio, what's new? Radio, someone still loves you!' sang Freddie Mercury in 1984 - but is it still true today? Research by the just-released “Infinite Dial 2014: Radio Format P1s” study, which breaks out Edison Research’s influential “The Infinite Dial” survey results by P1 listeners to ten major format groups - begs to disagree. The research reveals that over a third of Americans age 12+ used YouTube to watch music videos or listen to music in the last week. For listeners to most current-based formats, those numbers are significantly higher. 57% of Top 40 P1s have used YouTube for music in the last week, followed by 53% of Urban P1s and 48% of Rock P1s. ( A 'P1' is a loyal radio station listener, btw.)

Music To YouTubes Ears: Video Site Beats Spotify for Listeners

Country was the next major music format for YouTube usage at 27%, followed by Classic Rock/Classic Hits (24%)

'While radio has spent much of the last year focusing on Pandora and Sirius XM, YouTube remains a major destination for many formats’ P1 listeners,” says Edison Research VP of music and programming Sean Ross. 'In fact, nearly as many Top 40 P1s use YouTube for music in a week as the 60% that use Pandora in a given month.'

Music To YouTubes Ears: Video Site Beats Spotify for Listeners

As for keeping up to date on which music to listen to or music videos to watch Radio is still king at 75% of all listeners but YouTube is now queen at 59% of YouTube users relying on the site to find the latest hits.

Music To YouTubes Ears: Video Site Beats Spotify for Listeners

However among 12 - 24s YouTube is the leading source of discovery at 83% with Radio trailing behind even family and friends at 65%. This means that YouTube can look forward to an even brighter financial future as this age group matures and brings its music viewing habits into old age. As for radio - yes, someone will always love you because there are somethings we can't do and still watch videos at the same time.

Download the full report here.

Don't Miss Out - Join Our VIP Video Marketing Community!
Get daily online video tips and trends via email!

About the Author -
Dave Holland has been a video marketer since the beginning. His enthusiasm for video marketing is contagious and has been the driving force behind his development of video tools and platforms for multiple global clients over the last 5 years View All Posts By -

What do you think? ▼
  • Video Production Company

    My instinct with this is that it's just so much easier to find stuff on YouTube either on site or straight from Google than it is to navigate the (frankly quite dumb) search and artist structure on Spotify. Try a few simple typos in their search box - which is very easily done on mobile - and nothing will be returned. I speak as a Spotify Premium customer!

    NextShoot Video Production