The definition of “millennial” is somewhat variable, but for the purposes of GlobalWebIndex’s latest study, it’s 17-31 year-olds. GWI found that 70% are strongly interested in music; that two thirds of them visited YouTube in the last month; and that one in four of them bought an app,
music download or an e-book in the last month – which makes them the demographic group most likely to pay for online content, by the way. More specifics: 63% listened to music on a streaming music service in the last month, although only 18% paid for that service. “For music streaming, SoundCloud beats Spotify when we examine the global figures for Millennials – although Spotify comes out on top in Europe and North America,” noted GWI.