Study: More People Watch Music On YouTube Than Download It

Here’s some surprising good news for video aggregator YouTube: More Internet users watch music videos for free on YouTube than download music either through official sources like iTunes or even illegally. That discovery comes from Nielsen, who polled more than 25,000 users about their online music habits towards the end of last year.Nielsen’s report on the subject, “The Hyper-Fragmented World of Music,” says that three times as many people stream music videos as download music, adding that audio-only streaming is also more popular than legal digital downloads (“Unfortunately,” the report continues, “subscription models have yet to gain popularity with users”). Legal digital downloads are nonetheless globally popular, with the format experiencing double digit growth in Europe. the Nielsen report, see:The Hyper-Fragmented World of Music
This report is the latest in a series of four insights published in collaboration with MIDEM 2011. Referencing a survey of 26,644 online consumers in 53 markets across the globe conducted during September 2010, and building upon the previous insights into digital music consumption, music apps and streaming, and consumer willingness to pay, this report addresses some of the most fundamental issue facing the industry today: how to optimize marketing and how to maximize revenue generation.

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