How many recent reports have we read that stated radio was the tried-and-true blue way to discover new music? Is that a positive stat that can no longer be proudly touted by radio executives at radio conferences? Well, that would depend on whether you want to believe the Music Biz study just released this week. Let’s dig into the numbers.
Back in March, Edison Research released the following data in its Infinite Dial study: “Broadcast Radio is tied for the lead among all sources used for keeping up-to-date with new music. ‘AM/FM Radio’ is used for that purpose by 68% of respondents, the same number that rely on ‘friends and family.’ YouTube is next with 66%. Among 12-to-24s, however, broadcast radio falls to third (58%), behind YouTube (86%) and friends/family (74%). ‘Smartphone ownership’ has increased from 71% to 76% of all respondents. Among 12 to 24-year-olds, smartphone ownership rose to 93%, while even respondents age 55 and older cracked the ‘more than half’ barrier, up from 45 to 51%.”
So there’s no doubt, back in March YouTube was close. Did YouTube pass radio in just the last few months? In the new Music Biz report, it shows for the first time YouTube overtaking radio for music discovery among the general population. When asked how they typically discover new music, 34% of all respondents cited YouTube, while only 32% cited AM/FM radio. This was even more prevalent among 15 to 19-year-olds, 56% of whom cited YouTube and 23% of whom cited AM/FM radio. However, recommendations from friends remains the #1 source for music discovery, cited by 46% of the general population. Among 15 to 19-year-olds, it is neck and neck with YouTube at 56%.”
So can it already be that YouTube, and not radio, is the place to turn to discover new music? Perhaps we will have to wait and see what Larry Rosin and the folks at Edison Research come up with in the 2017 Infinite Dial study.
The Music Business Association is an organization whose mission is to advance and promote music commerce. Read more about them HERE.
Can’t say I’m shocked, when most stations today won’t even air a new song until it’s already broken the top 40/20 charts … at which point, it obviously already gained popularity by other means. I’ve heard a lot of great tunes that were stillborn because music directors were “watching the charts” to see what it does – instead of playing the songs, saying, “hey – great new tune we found, what do you think about it?” and actually being a source of discovery. That’s gone. Programmed away by MDs who only know how to follow the charts instead of leading the discovery.