newmediaage reporting:
Kids are going to YouTube for music frequently, making it the first place they visit to listen to music.
The dominance of YouTube has grown between the time that new media age
and Discovery conducted the research last year. The reason for this is
largely because it is free and easily sharable with friends because,
unlike a lot of streaming services, you aren’t required to have an
account or sign in to view most of the content.
The trend towards
streaming means that there is little to no emotional attachment to
owning music, with many kids not knowing what the first song they bought
or downloaded was.
Mobile could be the key to encouraging kids to pay for music.
The
ease at which kids can buy from iTunes via iPhones and iPod Touches
does mean that kids are more likely to pay for music. According to
Discovery, their research suggests that kids are spending £4.60 on
average a month on music downloads from iTunes.
Alan Hathaway from
Discovery said, “ This is largely due to Apple’s simple interface, the
other providers do not have the same hold. Those with an Apple device
had a different value for content because the integration of paying is
so easy and intuitive, so paying for content comes hand in hand with
consuming it.”
Film is becoming the new music for content piracy.
While
music is often held up as having the most serious issues when it comes
to piracy, Discovery have found that streaming is having a positive
impact on kids. They largely had no use for illegal file-sharing sites
such as Limewire and the use of them was down considerably from last
year.
The appetite for free, pirated film content has, however,
grown over the past year and is the main reason that kids now use
illegal means of finding content.
Catch up is more prevalent than linear viewing.
http://www.nma.co.uk/4000669.article?cmpid=NMAE01&cmptype=newsletter&email=true
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