The younger generation of music lovers is more on the go, less patient and strives to consume as much media simultaneously as humanly possible.
The characteristics of the modern audio aficionado are reflected in the newest report on music consumption. BuzzAngle Music cites that so far in 2016, Americans have played 114 billion audio streams on subscription music apps like Spotify and Apple Music but only streamed about 95 billion music videos on YouTube.
Compared to the first half of 2015, on-demand audio streaming has grown by 107.8 per cent, while video streaming only increased by 23 per cent. The growth of streamed music means more revenue from ads, and in turn more money paid to musicians through royalties.