A recent Ipsos MediaCT UK study showed that 50% of adult YouTube users went on to purchase music. 36% bought a CD, 15% bought a download and another 7% went on to buy concert tickets. The numbers could spell trouble for the UK music industry since YouTube recently pulled all music videos in the country in a dispute over royalties with rights agency PRS.
Many of those same adults that used YouTube for music discovery support the video channel's takedown. 47% of adults surveyed believe that YouTube was right to take this action. 28% opposed to the move and 25% were unsure.
The same study showed a strong and steady shift among all age groups away from watching videos on TV and towards net viewing.