Interesting data here from Nielsen (full report available here, but email registration required) looking at how consumers are listening to music. It's a big study with 26,600 respondents in 53 markets. The key finding is the prominence of music videos (no doubt YouTube), its incidence outstripping that of piracy and streaming. The figure for "downloading a song without paying for it" is shockingly high - nearly 50%. It also shows the growing prevalence of mobile entertainment, with music playing a critical role.
It confirms some ongoing research conducted by Harris Interactive showing the ever growing popularity of YouTube among the UK general public.
You can find this Fast Forward data, as well as how YouTube viewing compares against a host of other entertainment behaviours, device ownership and content piracy in our series of Fast Forward reports, which are free to download in their entirity (without email registration!) by clicking here.
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