Edison Research teases 2019 Infinite Dial with milestone YouTube metric

Ahead of the Infinite Dial 2019 presentation next week, Edison Research and Triton Digital have released a preview of this year’s research report. The slide is about trends in using YouTube for music. The video platform has been a notable presence in Infinite Dial studies in past years, and 2019 promises to have more positive numbers for the site.

In the latest results, half of the U.S. population aged 12 and up used YouTube for music or music videos in the past week. That 50% is up from 46% in 2018 and 43% in both 2017 and 2016.

The 2015 Infinite Dial study showed the video service squarely in the mainstream with 63% of the total population using it for music, backed by 90% use among ages 12-24. That year also found that YouTube was used for music discovery by 61% of the population. In the 2017 results, YouTube took the lead over AM/FM radio for music discovery with 64% of the respondents. The 12-24 age bracket also edged up to 91% reach for YouTube that year.

The Infinite Dial 2019 presentation is scheduled for Wednesday, March 6, and 2 p.m. Eastern. Register for the event here, and follow RAIN News for thorough coverage and analysis of the results that day.

Brad Hill

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