Embrace YouTube if you want to reach the youngest listeners. That is one takeaway from newly released Edison Research data that shows where 13- to 22-year-olds are spending their audio time. The latest Share of Ear data shows that while podcasting has grown to a 7% share of audio time among this age group, nearly a quarter (23%) of their listening time is spent with YouTube music videos.
Edison says this group — born between 2002 and 2011 — have come of age in a world of infinite audio choices, and among this demo streaming music has the largest share of daily listening time. The data shows they spend 37% of their listening time with streaming music. They are not completely digitally focused, however. Edison says one of every five minutes spent listening to audio is to AM/FM radio — both music and spoken-word formats.
Edison reported last month that among Americans of all ages, podcasts had a 10% share of audio listening time in Q2. That is a five-fold increase vs. a decade ago.
That reflects a shift towards on-demand audio sources. Americans 13+ now allocate 18% of their audio day to streaming music services like Amazon Music, Apple Music, Pandora and Spotify. Additionally, 14% of their time is spent on YouTube for music and videos (excluding YouTube Music).
Yet even with digital’s gains, Edison says AM/FM radio remains the largest single segment of the audio day for the 13+ age group, holding at 36%, largely due to in-car listening.
Edison says among streaming music services, Spotify has the biggest share of listening among 13 to 22 years with a 22% share of their listening time. That narrowly edges out YouTube by a point. But when listening to podcasts on Spotify and YouTube is added into the mix, Edison reports Spotify accounts for 24% and YouTube for 28% of all audio consumption time among this age group.
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