Nearly three in five (57 per cent) youth consumers logged on to YouTube to watch a music video in the past 12 months, compared to 56 per cent who watched a music TV channel.
However, TV still has the lead when it comes to adults as a whole, according to the research from Ipsos MediaCT, which examined the viewing habits of more than 1,500 consumers across the UK.
The study also shows that watching a music video on YouTube leads directly to sales for the record industry. Half of all adults who have watched a music clip on Google's video sharing site in the past year went on to spend
money on that particular artist or group, buying CDs, DVDs, downloads, ringtones, merchandise or tickets for live performances.
This is good news for YouTube, which recently launched a ‘click-to-buy' e-commerce service allowing consumers to buy music, games and other products when they watch a clip featuring a particular product.
However, research shows that subsequent purchases are more likely to be made for physical products than for downloads, with more than a third (38 per cent) of consumers purchasing CDs and DVDs, compared to 15 per cent paying for downloads.
YouTube recently decided to remove thousands of professional music videos from its UK site following a dispute with the PRS for Music over royalties. Nearly half (47 per cent) of consumers who are aware of the dispute are backing YouTube's decision, according to the research from Ipsos MediaCT.
Music from bands including Kaiser Chiefs is still available through branded YouTube channels such as NME.
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