How are teenagers actually listening to music?
Recently there has been some discussion about how teenagers listen to music, but thanks to Edison’s Share of Ear study, we can answer the question from a scientifically sampled representation of teenagers. We asked 13-17 year olds to keep a detailed one-day audio usage diary. Factoring out any listening to speech-based audio (which was an extremely tiny part of teenage audio usage) we got the results reflected in the graph below.
Interestingly, the biggest part of music listening for teens is to music they ‘own’ (no matter how acquired) at 31%. Some might be surprised that AM/FM radio comes in second – disproving the belief of many that “no teens listen to radio anymore.” Nielsen’s ratings show that ‘kids today’ listen to radio, and our study does too, coming in at 25% of teen’s listening time.
Of course, those two categories (owned music and broadcast radio) would once have made up 100% of music listening time and now account for just 56%. Encroachment from online radio/music pureplays (think Pandora or Spotify) and the phenomenon of YouTube for music now account for significant portions of teen’s music-consumption time. Smaller portions also go to SiriusXM and ‘Cable Radio’ like Music Choice.
The consumption of music is rapidly changing. We look forward to tracking these changes in our next Share of Ear study, coming this fall.