On-demand music streaming is now the “format of choice” for 15-19 year-olds in the US, according to a new study by market research firm LOOP, published with the Music Business Association.

It claims that for this age group, on-demand streaming accounts for 51% of their daily listening time, compared to 20% for downloads/files, 12% for AM/FM radio and 9% to internet radio like Pandora.

By contrast, the overall population spends 35% of its day listening to AM/FM radio, 24% to on-demand streaming, 12% to downloads/files and 10% to internet radio.

There’s an important caveat to all this though: LOOP’s definition of “on-demand streaming” includes YouTube as well as services like Spotify and Apple Music.


When 15-19 year-olds were asked about individual services they’d used in the last week, 71% said YouTube, 44% to Spotify, 38% to Pandora, 28% to iTunes and 20% to Apple Music

Be wary about making blithe ‘young people don’t pay for music’ claims though. The report also breaks down different age groups’ willingness to pay for streaming subscriptions.

Overall, 17% of US respondents to LOOP’s survey said they pay for a streaming service. But that rises to 21% for 15-19 year-olds and 29% for 20-24 year-olds, with older ‘millennials’ over-indexing the most: 31% of 25-34 year-olds pay to stream.

The Music Business Association is selling the full report via its website. Disclosure: Music Ally worked on this report as a partner of LOOP.

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