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%).
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: