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BLIGHTY'S GEN Z CHOOSES SPOTIFY 

YouTube is what the kids are into these days, right? Not so fast—a new report coming out of the U.K. suggests that Spotify is becoming the top music app for 16- to 19-year-olds who are also said to be keen to pay for music.

Analyst Mark Mulligan did the research commissioned by the British Phonographic Industry (BPI) and the Entertainment Retailers Association (ERA).

Among 16-19 year olds, Spotify has overtaken YouTube as the main music app with 53% weekly user penetration compared to 47% for the latter. On streaming services, playlists are king as 74% of the 16- to 19-year-olds surveyed say they mainly listen to single tracks and playlists instead of albums. While the attitude toward paying for music amongst millennials has improved (67% consider it to be worth paying for regularly compared to 56% of overall consumers), 71% of those surveyed are streaming music for free.

Streaming services are the main place to discover new music for 37% of the teen demo, compared to 32% of all ages. The exact same share point to radio as their main discovery platform (compared to 45% of overall consumers). 

While its popularity is said to be waning on music app terms, YouTube remains the top “social platform” for youngsters aged 8-19. Messaging apps are replacing traditional social networks and Snapchat is the favourite for a third of 8- to 11-year-olds in the U.K., while Instagram is favoured by 63% of those aged 16-19.

Overall, 85% of 16- to 19-year-olds say that music is an important part of their life, while 74% say that music for them is about going out and having fun. You can check out the full findings here

 

 

 

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