More 15-24 year-olds in the UK watch music videos on YouTube than on dedicated TV music channels.
So claims a report by market research agency Ipsos MediaCT, which looked at the viewing habits of more than 1500 people across the UK in March.
According to Ipsos, 57 per cent of 15-24 year-olds watched music on YouTube rather than on TV. It found that double the number of people in that age bracket were using YouTube to watch music videos, compared to other groups.
However, conventional TV still has a big lead with adults and families with young children aged 10-15.
The number of adults watching music videos on YouTube dropped to 30 percent in the 25-34 age bracket, 24 per cent among 35-44 year-olds and 25 per cent with those aged 45-54. Only 3 per cent of those over 55 watched on YouTube.
More after the break
The survey also discovered that half of all adults who watched a YouTube music video went on to buy music released by that artist.