Generation Z Plays a Part in Music Sales Decline

The latest Nielsen SoundScan reports that music sales continued to fall over the first half or 2014. And the future looks even bleaker for music sales as Generation Z told KidSay that they’re turning elsewhere for the tunes they love.

The place they’re turning to is YouTube. It’s the ‘coolest’ place kids ages 8- 15 get music, with 75% of them giving “listening to music on YouTube” a KidSay Cool Chart Top 2 Box score.

It’s cooler than Pandora, cooler than downloading, cooler even than the hippest audio trend with young adults – the return of the vinyl record.

Generation Z Plays a Part in Music Sales Decline

Top-2 Box= 4 & 5 rating on a five point scale (4=very cool; 5=totally way cool), Bottom-2 Box= 1 & 2 rating on a five point scale (1=Totally Un-cool; 2=Not cool), Don’t know what it is = kids who said they don’t know what the item is and gave with no ‘cool’ ranking.

Girls not only rated every listening method ‘cooler’ than boys, they had greater awareness of each listening option. That doesn’t surprise KidSay. Over the dozen plus years we’ve tracked Generation Z, girls have consistently told us they’re more attuned to music.

Why Are Gen Z Kids Turning to YouTube for Music?

youtubelisternersYouTube is becoming THE major music force with kids for a number of reasons.

  • 95% of kids are using YouTube. So when on the site already, why not pull up a tune?
  • It’s free. Kids like free, especially because they don’t have to ask Mom to pull out her wallet.
  • It’s NOW in that it gives kids what they want to hear, when they want it, in an auditory AND visual way.
Ryan Scofield

Ryan Scofield

VP Marketing/Chief Digital Trends Analyst at KidSay
Whether conducting qualitative sessions or exploring new quantitative angles, Ryan’s work with KidSay has assisted many of America’s leading companies in seeing trends just as they are appearing on the horizon. Sharing these insights are the “AHA!” moments that lead KidSay clients to success.
Ryan Scofield
Ryan Scofield

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About the Author

Ryan Scofield

Whether conducting qualitative sessions or exploring new quantitative angles, Ryan’s work with KidSay has assisted many of America’s leading companies in seeing trends just as they are appearing on the horizon. Sharing these insights are the “AHA!” moments that lead KidSay clients to success.