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The younger they are, the more willing they are to pay — Exclusive Nielsen white paper

This latest white paper from Nielsen's study of 26,644 music consumers finds willingness to pay decreases with age...
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In this follow-up to MIDEMBlog’s most-retweeted ever post (“Music 3 times more consumed via YouTube than via Legal Downloads“), Nielsen’s survey examines under what conditions consumers are willing to pay for music.

One of its surprises is that be it via streaming, social networks or online video services, consumers under 35 are far more likely to consider paying than older ones. Only digital downloads appear to appeal up to the age of 45, then their popularity drops off. More valuable lessons for the industry inside!

Click here for the full report.


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About Author

James Martin

James Martin is Head of Social Media for Midem organisers Reed MIDEM. This includes defining and rolling out Midem's social media strategy, editing midemblog, influencer outreach, developing Midem's fanbase of 75,000+ music professionals and more.

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