Survey shows video driving music discovery, especially for younger listeners

MusicWatch logo canvasMost of today’s online music services include some feature that encourages listeners to discover new artists and songs. According to a new study from MusicWatch, though, the biggest driver of discovery is actually online video. Numbers from the consumer research company showed that 34% of respondents said video services were the most influential source of new music discovery. Suggestions from friends and family came in second at 27%, followed by broadcast AM/FM radio in third with 25%.

According to MusicWatch’s data, 40% of U.S. respondents said they had heard a new artist or song on video services that they wanted to listen to again. For the 13 to 24 age group, the rate was 63%. In that demographic, the most common action after hearing a new song they liked wasn’t to look for or buy the whole album, but to watch the video again.

The research included a survey of 5,000 consumers in the U.S. aged 13 and older. The findings were then scaled up to reflect the U.S. Internet population.

Anna Washenko