The deal is the latest initiative from RSVP, the commercial partnership formed by Viacom, IPC and Capital in 2004.
With a database of more than 1m music consumers, Play will provide ongoing research on the attitudes and behaviours of this key social group. A quarterly summary of findings and monthly headline updates will be provided by the research.
Simon Brown, vice-president of strategy and research at MTV Networks UK & Ireland, said: "We are constantly looking to deepen our connection with our audience and Play provides us with a unique way of doing that. Not only will we benefit from their feedback but a regular survey on this scale also provides our audience with a platform to have their voices heard and to influence the music scene."
The initial questionnaire is being emailed to respondents with the first set of results to be returned by February.
RSVP was launched last March as a joint initiative to allow media agencies and advertisers to target a youth audience through radio, Viacom's 14 TV channels and IPC Ignite's magazines.
It aims to rival Emap, which offers cross-media solutions to advertisers across its TV, radio and magazine brands.
RSVP has already entered into cross-promotion deals with NME, Pringle, Strongbow and Foster's lager.
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