More Internet users are watching music videos for free on YouTube than downloading the music, from sources such as iTunes or even illegally, Nielsen’s latest report has found.Legal digital downloads are popular with 17 percent of the global online population and are growing at a double-digit rate in Europe. Meanwhile, audio-only streaming is more popular than legal downloads, accessed by 26 percent of online users around the world, according to “The Hyper-Fragmented World of Music” report, which surveyed more than 26,000 online consumers in 53 markets around the world in September 2010.
Overall, the most popular method of consuming music online is the “watch” habit, the report explained, as 57 percent of users watched music videos on computers in the three months before answering Nielsen’s questions. The “primary global consumer” of online music is the 20-to 24-year-old male.
But while YouTube is popular, nothing should be ruled out, the report notes: “There is not a single model anymore, and the idea to build the one and only service which offers the perfect consumer experience does not exist yet, and may not work.”
Image: Nielsen
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