Digitale Musik: YouTube Music-Nutzer:innen in den USA

Selected insights on digital music: YouTube Music users in the United States

• The share of digital music buyers using YouTube Music grew by 12 percentage points since 2021
• YouTube Music has a high share of users that are Millennials compared to the total online population
• Similar to other digital music services, YouTube Music has a high share of male users
• Many YouTube Music users have an upper secondary education with the permission to go to university
• Being successful is more important to YouTube Music users than to other digital music buyers

Overview

• Introduction

• Brand usage
• Key insights

• Generations
• Gender
• Education
• Income
• Household classification
• Type of community
• LGBTQ+

• Life values
• Main interests
• Hobbies & leisure activities
• Sports activities
• Sports followed

• Attitudes towards traveling
• Innovation adoption
• Challenges facing the country
• Politics

• Social media usage
• Media usage by channel
• Digital advertising touchpoints
• Non-digital advertising touchpoints

• Consumer Insights Global survey
• Authors