How YouTube Is Dominating Young Consumers’ Music Listening, In 3 Charts

Streaming platforms may earn all the buzz, but YouTube is quietly dominating Gen Z and Millennials’ music consumption, according to Ypulse’s data…

Almost seven in ten 13-36-year-olds tell us they listen to music all day long. That’s a serious opportunity to reach them directly, so it’s no wonder that an all out war for their ears has played out over the last few years. And streaming platforms have been at the center of it all. Spotify versus Pandora, the trials and tribulations of Tidal, all of the attempts at music streaming over at Apple—music streaming shakeups have been a news fixture as the battle for young subscribers wages on. Just yesterday, it was reported that radio company Sirius XM is buying Pandora for $3 billion, in what the Wall Street Journal calls a “bet on streaming.”

And streaming services have been credited for some of the biggest shifts in the industry, from influencing the rise of today’s hit songs, to allowing young artists without representation to become Grammy award-winning superstars. According to Vulture, the road to a hit song starts on Spotify, as playlists on the platform and singles on Soundcloud have overtaken traditional album drops and radio releases—especially for a certain genre. Hip hop artists like Lil Uzi Vert and Cardi B have been boosted by “The RapCaviar Effect,” aka the sudden upswing in streams from being featured on the famous and popular Spotify playlist. After all, as one exec explains, "‘No cool kid is listening to top 40 radio.’ Instead, those kids are glued to streaming services.”

But as popular as music streaming services have become—and they are massively popular, don’t get us wrong—the buzz about their effect might be overshadowing something important: YouTube has quietly been dominating young consumers’ music-listening behavior…

 
 

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The Newsfeed

Quote of the Day:  Millennials have grown up in a world where consuming wine outdoors—or any location outside of the traditional table—is more acceptable than generations past.”—Kate McManus, VP of Marketing, Delicato Family Wines (Wine Spectator)

Young consumers are “killing the shopping spree.” Whether they’re signing up for the growing number of clothing subscription services (Rent the Runway, Le Tote, Urban Outfitters, etc.), shopping second-hand, or just culling their closets—young shoppers are quitting fast fashion in droves. Some are inspired by Marie Kondo’s joy-sparking brand of minimalism, while others want to help the environment—and still others are just seeking a wide range of things to wear at a lower price. (Vice)

Airbnb is launching “adventures” for experience-seeking young travelers. The site that started with accommodations and moved into one-off “experiences” (like dinner parties) now offers multi-day excursions, complete with guides, gear, meals, and accommodations. The platform already features over 200 trips in 40 countries, including a tiger-tracking expedition in Kenya and a trek through the canyons of Oman. (Fast Company)

Tyson Foods is taking on the fake meat market with plant-based nuggets. The pea protein nuggets are the first in a line of “Raised & Rooted” products from Tyson Foods. The brand's CEO explains they’re catering to the “growing number of people open to flexible diets that include both meat and plant-based protein”—aka young flexitarians, not full-time vegans. But can a company known for its meat sell the idea that “this [trend] is about ‘and’—not ‘or’”? (The Verge)

Snapchatters can shop Levi’s new Pride Month jacket via selfie filter. The Shoppable feature is first enabled by scanning a QR code found at select stores or by getting a special Snapcode from a friend. Then, users can try on the special-edition trucker jacket via augmented reality, customizing it with one of two washes and a selection of six pins and patches. Once they complete the look, users can purchase the Pride Month Jacket—without ever leaving the app. (SJ)

Amazon’s new Echo Dot Kids Edition revamps the original. The new smart speakertakes many cues from the adult version’s second generation (it’s louder and rounder) but adds special features just for kids that go beyond a rainbow-striped color scheme. The device will come with a year of FreeTime Unlimited, a subscription service that includes popular Alexa skills like Pinkfong’s Baby Shark Adventures, as well as an enhanced parental control suite to address growing privacy concerns. (VarietyCNET)

Quote of the Day: “Young people still have an incredible interest in the Olympic Games…But the way they are consuming the Olympic Games—the type of content they are watching and the ways and the platforms on which they are watching—are fundamentally changing.”—Kit McConnell, Sports Director, International Olympic Committee (Bloomberg)

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