Nielsen Music 360 Report: Music Discovery Still Dominated by Radio

August 16, 2012


New York - Aug 14, 2012 - Radio is still the dominant way people discover music (48 percent) - followed by tips from friends/relatives (10 percent), and YouTube (7 percent). But more teens listen to music through YouTube than through any other source (64 percent) - followed by radio (56 percent) and iTunes (53 percent) and CDs (50 percent) - according to results from a comprehensive, in-depth Nielsen study of consumer interaction with music in the United States, the Music 360. The new Nielsen report offers insights on all aspects of music consumption including listening and purchasing behaviors; music discovery; live events; the use of social networking and mobile music apps; as well as how the economy is affecting music sales. Some of the results pertain to radio broadcasters.

Radio is still the dominant way people discover music.
■ 48 percent discover music most often through the radio
■ 10 percent discover music most often through friends/relatives
■ 7 percent discover music most often through YouTube

More teens listen to music through YouTube than through any other source.
■ 64 percent of teens listen to music through YouTube
■ 56 percent of teens listen to music on the radio
■ 53 percent of teens listen to music through iTunes
■ 50 percent of teens listen to music on CD



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