A higher percentage of 15-24 year olds in the UK have watched a music video on YouTube than on dedicated music channels, according to a new study. The report found that 57% of 15-24 year olds watched music on YouTube, compared to 56% watching them on TV.
However, TV still has a commanding lead when it comes to adults as a whole.
The survey also found that half of all adults who watched a YouTube music video went on to buy music released by that artist. The study, by market research firm Ipsos MediaCT, looked at the viewing habits of more than 1500 people, across the United Kingdom, in March 2009.
It found that double the number of 15-24 year olds were using YouTube to watch music videos, compared to other age groups. This percentage rose even more for those still in education, with 69% using the music channels on YouTube.
Television still has the edge when it comes to children. Or at least, families with children aged 10-15.
Viacom, owner of MTV, is currently suing You Tune for $1bn for copyright breech.