YouTube is quietly sneaking up on radio as a competitor for listener’s time.
That’s according to Edison Research, taking a deeper dive into its latest “Infinite Dial” study on radio format P1s.
More than a third of Americans age 12-and-up used YouTube to watch music videos or listen to music in the last week. For listeners to most current-based formats, those numbers are significantly higher. Fifty-seven percent of CHR P1s have used YouTube for music in the last week, followed by 53% of urban P1s and 48% of rock P1s, according to Edison.
“While radio has spent much of the last year focusing on Pandora and SiriusXM, YouTube remains a major destination for many formats’ P1 listeners,” says Edison Research vice president of music and programming Sean Ross. “In fact, nearly as many top 40 P1s use YouTube for music in a week as the 60% that use Pandora in a given month.”
The data is based on a survey of 2,023 adults.