Viacom has published some details of its latest research into US music fans’ habits, quizzing more than 1,200 13-40 year-olds on “the music experience in 2014”. Some of the key conclusions won’t be surprising – “year-over-year growth” for streaming! – but there are some useful stats around them. 78% of music fans surveyed said they have streamed from services including Pandora, Spotify and iHeartRadio in the past three months; 22-30 is the sweetest spot for streaming, with 63% penetration compared to 57% of 13-21 year-olds and 55% of 31-40 year-olds; and 83% of music fans say that their music discovery is “passive: it usually just finds them”, with TV particularly popular for finding out about new artists (perhaps no surprise, given the company conducting this particular research). Oh, and the news that 83% of people surveyed said they’d bought music in the last month, with 91% of them saying they use YouTube to watch/listen to songs before buying them.

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