YouTube is the most important music source for the Finnish youth, survey finds

Jun 19, 2013

YouTube has become the primary music service among young adults, finds a new study by Aalto University. 99% of the respondents to a survey on digital music use listened to YouTube at least sometimes, 35% every day.

Spotify is also popular in Finland. 41% of respondents used the service daily. The figures are based on answers from 762 Finnish internet users, on average 22 years of age.

"Our target segment was , who live in the internet, consume music in great quantities and pioneer technology use," says Dr. Lassi A Liikkanen from Helsinki Institute for Information Technology HIIT.

Services such as YouTube and Spotify are challenging the traditional way consuming music via ownership and possession. New services offer millions of song stored in instead of consumers' own device.

Digital music services are most commonly used with a laptop. YouTube is frequently used to find music at a friend's place, Spotify is the first choice for background music. The most popular contents are very similar across the services.

The transition to digital consumption takes place gradually. CD is the still the foundation of the record industry and the youth have not totally abandoned it either. Third of all respondents still choose CD for focused listening at home.

"Young people are poly users," Liikkanen continues. "The music source is picked according to the situation, but there is also faithfulness."

Universal access is the key to YouTube's access

Youtube is accessible for free in and most smart phones. Ease of use has worked in YouTube's favor. Music is easily accessible and can be simply shared with friends in social media.

Music is the number one content category in YouTube globally. However, this service was never designed as a and this results in problems the reported.

"People have cleverly appropriated technology to meet their needs," Liikkanen explains. "They have generated ways to utilize YouTube unthought of by the designers."

In Finland, the music content in YouTube has this far been presented without advertising. This relates to a missing deal of copyright payments. But the negotiations are on the way and in-stream ads are expected later this year.

"We shall see how willing people remain to listen to music from YouTube, if every song is preceded by a commercial message," Liikkanen ponders.

In addition to actual music videos, includes new video types created with the sole purpose of enabling music listening. Users have created by "videos" containing only a still image or karaoke style lyrics over it.

The study results were published in a peer-reviewed article by Lassi A. Liikkanen and Tuukka Sandström appearing in Finnish journal Tekniikan Waiheita (2/2013) this week.

The study was conducted in late 2012 and involved interviews with industry stakeholders.

Explore further: Study shows role of media in sharing life events

add to favorites email to friend print save as pdf

Related Stories

Streaming music gains in US market

Apr 02, 2013

Streaming music services like Pandora online radio are gaining fast among US listeners under age 35, a survey showed Tuesday.

YouTube buys US-based music rights company

Dec 09, 2011

YouTube said Friday it has acquired RightsFlow, a New York-based company which manages music rights for songwriters, recording artists, record labels and online music services.

Google's music plan part of fresh wave of upgrades

May 16, 2013

Google Inc. unveiled a streaming music service called All Access that blends songs users have already uploaded to their online libraries with millions of other tracks for a $10 monthly fee. The service puts the Internet ...

Recommended for you

Study shows role of media in sharing life events

6 hours ago

To share is human. And the means to share personal news—good and bad—have exploded over the last decade, particularly social media and texting. But until now, all research about what is known as "social sharing," or the ...

UK: Former reporter sentenced for phone hacking

13 hours ago

(AP)—A former British tabloid reporter was given a 10-month suspended prison sentence Thursday for his role in the long-running phone hacking scandal that shook Rupert Murdoch's media empire.

Evaluating system security by analyzing spam volume

13 hours ago

The Center for Research on Electronic Commerce (CREC) at The University of Texas at Austin is working to protect consumer data by using a company's spam volume to evaluate its security vulnerability through the SpamRankings.net ...

Surveillance a part of everyday life

14 hours ago

Details of casual conversations and a comprehensive store of 'deleted' information were just some of what Victoria University of Wellington students found during a project to uncover what records companies ...

European Central Bank hit by data theft

15 hours ago

(AP)—The European Central Bank said Thursday that email addresses and other contact information have been stolen from a database that serves its public website, though it stressed that no internal systems or market-sensitive ...

Twitter admits to diversity problem in workforce

17 hours ago

(AP)—Twitter acknowledged Wednesday that it has been hiring too many white and Asian men to fill high-paying technology jobs, just like several other major companies in Silicon Valley.

User comments : 0