Our music world is changing significantly in that it's rapidly becoming built around streaming rather than sales.
iTunes sales of music downloads have decreased in each of the last 3 quarters, but that doesn't mean that people have stopped buying completely. Individual track sales are still at a billion plus per year, so significant sales activity will continue for some time even as streaming takes over our musical lives.
Since sales will be around for a bit, a good question to ask is, "What happens before someone purchases a song?"
Viacom Research (the people that own
MTV, VH1 and
CMT) did a study that asked just that from 1200 18 to 30 year olds. Here's what they found:
- 66% of people search for info about a song online
- 83% make sure they really like the song before they buy it
- 87% listen to other songs from the artist
- 91% listen/watch the song/video on YouTube
This shows how influential YouTube is in the current sale of music, which is a great reason to be sure that you have a video available the day your songs are available on iTunes. It doesn't matter if the video is a plain vanilla lyric video, or even just a static picture with the music playing behind it. It's now an integral sales tool!
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