{"id":100741,"date":"2024-08-20T11:00:00","date_gmt":"2024-08-20T10:00:00","guid":{"rendered":"https:\/\/routenote.com\/blog\/?p=100741"},"modified":"2024-08-20T10:21:24","modified_gmt":"2024-08-20T09:21:24","slug":"youtube-musics-now-the-fastest-growing-music-platform","status":"publish","type":"post","link":"https:\/\/routenote.com\/blog\/youtube-musics-now-the-fastest-growing-music-platform\/","title":{"rendered":"YouTube Music’s now the fastest growing music platform"},"content":{"rendered":"\n

Image credit: Alvaro Reyes<\/a><\/em><\/p>\n\n\n\n

YouTube Music has dethroned the competition, emerging as the most rapidly adopted music streaming service of the past year.<\/span><\/h2>\n\n\n\n

YouTube Music is experiencing a meteoric rise, solidifying its position as the music industry’s fastest-growing streaming platform. The platform has seen unprecedented growth in the past year, outpacing its competitors to claim the top spot.<\/p>\n\n\n\n

That’s according to the latest insights from Kantar, which reveal YouTube Music<\/a> was the most adopted music streaming service in Q2 2024. The service surprisingly surpassed the growth rate of Spotify<\/a>, although Spotify maintained steady growth of 2% year-on-year. <\/p>\n\n\n\n

Kantar’s Global Strategic Insight Director, Craig Armer writes: “As YouTube Music leads in adoption and Spotify continues its growth, the ability to amplify the right relevant content personalised for younger or older listeners will be key. Younger audiences show a greater interest in the recommendations the service algorithms generate, whilst older audiences utilise pre-made playlists.”<\/p>\n\n\n\n

This is based on the data for Great Britain, the U.S.A., Australia, Germany, Spain, and France between April and June 2024. Kantar reveal that the quarter saw a significant rise in music service adoption, but make it clear that there are still many non-streamers that services can tap.<\/p>\n\n\n\n

They reveal that 85% of people who don’t currently stream music express interest in it. What’s the biggest thing preventing people from signing up to a music streaming service? Kantar reveal that 42% don’t want to pay a regular fee, reflecting that value for money is the biggest driver behind new premium subscriptions across all demographics. <\/p>\n\n\n\n

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What users really want from music streaming (revealed!)<\/a><\/blockquote>