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January 4, 2019 06:59 pm

How YouTube's Domination of Streaming Clips the Market's Wings

New report from Midia Research firm looks at music fans' behavior in the third quarter of 2018. From the report: YouTube is the dominant music streaming platform, with 55% of consumers regularly watching music videos on YouTube, compared to a combined 37% for all free audio streaming services. YouTube usage skews young, peaking at nearly three quarters of consumers under 25. Although YouTube leads audio streaming in all markets -- even Spotify's native Sweden -- there are some strong regional variations. For example, emerging streaming markets Brazil and Mexico see much higher YouTube penetration, peaking at close to double the level of even traditional music radio in Mexico. Indeed, radio is feeling the YouTube pinch as much as audio streaming. 68% of those under 45 watch YouTube music videos compared to 41% that listen to music radio. The difference increases with younger audiences and the more emerging the market. For example, in Mexico YouTube music penetration is 84% for 20-24 year olds, compared to 37% for music radio. Streaming may be the future of radio, but right now that streaming future is YouTube.

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