You will be redirected back to your article in seconds

Vevo, Pandora and Spotify Top Streaming Music Services for Millennials (Exclusive)

Millennials are discovering and enjoying music differently than the generations before them: Younger listeners spend on average 25 hours a week streaming music from a variety of online services, according to Vevo’s new “Music Fan Report,” which the music video platform is going to widely release early next week.

But it’s not only the medium that has changed. Usage of services like Pandora and Spotify as well as Vevo itself is also beginning to influence what millennials are listening to, and how they define themselves as fans.

One casualty of that process seem to be genres: More than a third of all music fans surveyed by Vevo said that they aren’t fans of any particular musical genre, and just one in four is a fan of one single genre. More than 60 percent of listeners on the other hand said that they were “always trying to find new music.” Add algorithms and personalized playlists of today’s music services, and you’ll end up with listening habits that defy genres.

So where do millennials go for their music fix? Vevo is leading the charge here, with 87 percent of all music fans saying that they frequented the platform in the last month, to the tune of 13.3 hours per week on average. Pandora is unsurprisingly second, attracting 62 percent of all listeners, with each of them tuning in for 8.1 hours per week on average, followed by Spotify and Soundcloud.

Interestingly, Vevo’s survey has Google Play ahead of both iTunes Radio and Amazon Music as well as iHeartradio with regards to audience share, and attracting even more weekly listening time than Soundcloud.

However, one should note that the survey was conducted during the first quarter of this year, with Vevo quizzing 2000 online participants. Apple released Apple Music in June, so it obviously wasn’t included.

Also not mentioned is Google’s YouTube, which is widely being seen as the biggest online music service. However, there’s a good reason for this omission: Vevo is distributing its music on YouTube, and is in fact the biggest source for major label content on the platform.

Vevo doesn’t break out how many views it gets on each of its distribution platforms, but a spokesperson said that it attracts more than 12 billion video views worldwide per month.

More Digital

  • China Video Streaming Giant iQIYI Loses

    Chinese Video Giant iQIYI Loses $1.3 Billion in 2018

    Chinese video streaming firm iQIYI lost over $1.3 billion in 2018, as revenues and subscriber numbers ballooned. The deepening losses reflected ever higher spending on original content production. Announcing its first full-year financials since a March IPO that launched it onto the NASDAQ, iQIYI said that it lost $1.3 billion (RMB9.1 billion) last compared with [...]

  • Roku headquarters

    Roku Aims to Top $1 Billion in Revenue in 2019, Beats Holiday Quarter Earnings Expectations

    Roku wants to become a billion-dollar company in 2019, and invest more in its ongoing international expansion. The streaming-device maker told investors on Thursday that it expects to generate between $1 billion and $1.025 billion this year, and that international growth was one of its key investment areas for 2019. Roku made these announcements as [...]

  • Vice Media

    Vice Media Taps Joe Simon as Chief Technology Officer (EXCLUSIVE)

    Joe Simon has been tapped as chief technology officer at Vice Media. The newly created role will include oversight of data analytics, engineering, information technology, media operations, media technology, post production, and systems management. Prior to Vice, Simon spent three years as Encompass Digital Media’s chief operating officer. Previously he held the chief technology officer [...]

  • att_logo

    AT&T Suspends YouTube Ad Spending as Boycott Over 'Pedophilia' Videos Scandal Widens

    AT&T, one month after it thought it was safe to advertise on YouTube again, said it is pulling all advertising spending from the world’s biggest video platform. The telco joins a boycott by marketers alarmed by the discovery that a secret group of child predators has been using YouTube to make sexual comments about kids. [...]

  • VR Pop-Up Opens Doors in Manhattan

    Future of Storytelling Pop-Up VR Arcade Is Coming to Manhattan

    Manhattan is getting a location-based virtual reality (VR) pop-up, courtesy of Future of Storytelling: The temporary Story Arcade will open its doors in the Starrett-Lehigh building this coming Saturday, and host a number of VR experiences, including Felix & Paul Studio’s “Traveling While Black,” Fable’s “Wolves in the Walls” and MWM Immersive’s immersive theater VR [...]

  • Amy Winehouse

    Amy Winehouse Hologram Tour Canceled Over 'Challenges and Sensitivities'

    Amy Winehouse will not be “Back to Black” in a holographic live tour after all. The late British singer, who died in 2011, was to be featured in a stage show slated to launch near the end of 2019. But the producer of the show, BASE Hologram, has indefinitely postponed plans for the Winehouse show, [...]

  • Jennifer Lopez

    Jennifer Lopez Joins TikTok App to Promote NBC's 'World of Dance'

    Jennifer Lopez is the latest celebrity to hop on TikTok, the short-form video app owned by Chinese internet giant ByteDance — more proof of the app’s growing traction, and reflective of media companies’ desire to reach its young-skewing base. Lopez had a very specific aim: to get fans excited about “World of Dance,” the NBC [...]

More From Our Brands

Access exclusive content