Digital music: YouTube Music users in Italy

Consumer Insights report

Digital music: YouTube Music users in Italy

This report offers the reader a comprehensive overview of YouTube Music users in Italy: who they are; what they like; what they think; and how to reach them. It provides insights on their demographics, lifestyle, opinions, and marketing touchpoints. Additionally, the report allows the reader to benchmark YouTube Music users in Italy (''brand users'') against Italian digital music buyers in general (''category users''), and the overall Italian consumer, labelled as ''all respondents'' in the charts. The report is updated quarterly and is based on data from the Statista Consumer Insights Global survey, an international survey that covers more than 15,000 brands across 56 countries.

Table of contents

Selected insights on digital music: YouTube Music users in Italy

  • YouTube Music has a high share of users that are part of Generation Z compared to the total online population
  • 53% of YouTube Music users are male
  • Just like digital music buyers in general, YouTube Music users are relatively likely to have a high income
  • YouTube Music users are more likely to live in large cities than the average consumer
  • Having a good time is less important to YouTube Music users than to other digital music buyers

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