But youth research firm Voxburner’s survey of 913 16-24 year-old Brits this month does at least provide some more figures on the familiar trend of YouTube as music-consumption platform for this demographic group.
The survey found that 83% of them use YouTube to simply listen to music (as opposed to watch videos). Apple’s iTunes and traditional radio were both cited by 56% of respondents as a way they listen to music, with 48% saying Spotify, 32% saying TV and 25% saying SoundCloud.
A separate question on how they discover new music found 63% citing radio, 56% streaming services, 49% Facebook, 42% “websites”, 27% Twitter and 25% SoundCloud.
Meanwhile, 16% of 16-24 year-olds in the UK buy music at least once a week according to Voxburner’s study, while 65% stream it at least once a week (and 31% every day).