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Spotify Captures Half Of British Teens' Streaming Hours
Research firm AudienceNet revealed fascinating findings from a June 2017 survey of music consumption in the U.K., showing radio still has a place in young people's lives but streaming playlists, Spotify and YouTube have replaced passive listening with an on-demand culture giving listeners the power to navigate.
The "Audiomonitor" survey shows the 16–24 age group has diverged from the UK's national average, signaling a new stage as streaming services become dominant with youth. This divergence towards on-demand listening is strongest among 16–19 year-olds.
Albums versus playlists: Brits over 65 spend 41 percent of their time listening to albums, but time spent listening tilts in favor of playlists among 16–24 year-olds. The 16–19 segment spent only 20 percent of their time on albums and 35 percent of their time listening to playlists.
Radio: The average British listener spends 43 percent of their time listening to radio and three-quarters of 16–24 year-olds listen to some radio each week. But among 16–19 year-olds radio listening has dropped down to just 10 percent of their time.
Streaming: While only 24 percent of UK listeners use streaming, in general, this rate rises to 62 percent among the 16–19 age group.
YouTube versus Spotify: YouTube has a 31 percent weekly reach on average, almost double Spotify's 16 percent. But among the streaming hours of the 16–19 demographic, Spotify dominates with 51 percent of their streaming time while YouTube accounts for 33 percent. AudienceNet estimates that Spotify accounts for a total of 30 percent of 16–19 year-olds' listening hours.
More changes are inevitable as streaming audiences supply real-time data detailing their listening habits to music services, artists, and across social media.