Something new this week from my favourite music industry analyst Mark Mulligan.

New research asking consumers in the UK, USA and France about their music habits shows that 70% use radio as a music consumption/discovery medium (70%).  YouTube use stands at 44% and streaming is 37%.  That old fashioned notion of buying music?  Errr. 4th (34%).

So, radio is still incredibly popular and should be a keen focus of your marketing if at all possible as a way of reaching a lot of people.

One important fact to remember is that for millennials, YouTube is just as popular as radio as a means of music discovery/consumption.  If you’re targeting under people 34, YouTube is one of your priorities.
Watch the full video here: