Teenagers are more likely to consume music via streaming platforms than broadcast radio, with playlists dominating over albums, new AudienceNet research finds.
In an Audiomonitor survey into the consumption habits of 3,000 people, radio accounts for just 10 percent of listening time for adults aged between 16 and 19, compared to the national average of 43 percent.
However, streaming accounts for 62 percent in that age bracket, against a national average of 24 percent.
Among respondents aged 16 to 24, playlists account for more listening time than the traditional album format.
For 16 to 19 year olds, playlists command a 35 percent share of listening, compared with 20 percent for albums and 45 percent for individual tracks.
Album listening shares grew as respondents got older, peaking at 41 percent among those aged over 65.
On average, YouTube has a higher weekly penetration compared to Spotify, but among 16 to 19 year olds, the latter is most popular, with 51 percent of their streaming time taking place on the platform compared to 33 percent on YouTube.
Across the total sample, YouTube has a higher weekly reach than Spotify – 31 percent compared to 16 percent.
The findings are based on a June 2017 survey of a representative sample of 3,010 UK respondents.
In an Audiomonitor survey into the consumption habits of 3,000 people, radio accounts for just 10 percent of listening time for adults aged between 16 and 19, compared to the national average of 43 percent.
However, streaming accounts for 62 percent in that age bracket, against a national average of 24 percent.
Among respondents aged 16 to 24, playlists account for more listening time than the traditional album format.
For 16 to 19 year olds, playlists command a 35 percent share of listening, compared with 20 percent for albums and 45 percent for individual tracks.
Album listening shares grew as respondents got older, peaking at 41 percent among those aged over 65.
On average, YouTube has a higher weekly penetration compared to Spotify, but among 16 to 19 year olds, the latter is most popular, with 51 percent of their streaming time taking place on the platform compared to 33 percent on YouTube.
Across the total sample, YouTube has a higher weekly reach than Spotify – 31 percent compared to 16 percent.
The findings are based on a June 2017 survey of a representative sample of 3,010 UK respondents.
