- The survey showed that over 30 per cent of young Kenyans aged between 18 and 24 years utilised YouTube streaming compared to Spotify.
- Spotify and Boomplay usage stood at 10 per cent and 8 per cent respectively.
Younger audiences stream music more via YouTube with an average weekly streaming traffic of 24 per cent compared to other platforms, a new survey indicates.
The survey released on November 13 by Radio Africa Group found that more males (25 per cent) than females (23 per cent) prefer YouTube for streaming music.
The survey showed that over 30 per cent of young Kenyans aged between 18 and 24 years utilised YouTube streaming compared to Spotify and Boomplay whose usage stood at 10 per cent and 8 per cent respectively.
The Radio Africa Group survey dubbed Kenya Media Research 2023, showed that music streaming has a weekly average incidence of 30 per cent.
Kenyans between aged between 30 and 34 years were the second highest usewrs of YouTube steaming service at 30 per cent compared to 7 per cent who stream music on Spotify.
Overall, Spotify came in second with an average of 7 per cent of streaming followed by Boomplay at 5 per cent.
Tubidy's music screaming platform come in fourth with an average of 3 per cent. Mdundo Music also had 3 per cent.
Image: FILE
Few to zero people who participated in the survey use the Apple Music streaming platform.
The Radio Africa survey further revealed that 10 per cent of those who participated in the poll were aged between 50 and 59 years and use YouTube as a streaming platform.
At least 3 per cent of Kenyans aged between 40 and 49 years used Apple music.
The survey was conducted between June 29 and July 11, 2023.
It used a sample size of 3,000 individuals with a margin of error of +/- 1.8 per cent, and a 95 per cent confidence level.
Languages used were English and Kiswahili.
"The sample split was guided by all adults aged 18 years and above proportionate to size as per the Kenya National Bureau of Statistics population census of 2019."