YouTube Music brand profile in the UK 2023

How high is the brand awareness of YouTube Music in the UK?
When it comes to digital music users, brand awareness of YouTube Music is at 89 percent in the UK. The survey was conducted using the concept of aided brand recognition, showing respondents both the brand's logo and the written brand name.

How popular is YouTube Music in the UK?
In total, 39 percent of UK digital music users say they like YouTube Music. However, in actuality, among the 89 percent of UK respondents who know YouTube Music, 44 percent of people like the brand.

What is the usage share of YouTube Music in the UK?
All in all, 41 percent of digital music users in the UK use YouTube Music. That means, of the 89 percent who know the brand, 46 percent use them.

How loyal are the users of YouTube Music?
Around 34 percent of digital music users in the UK say they are likely to use YouTube Music again. Set in relation to the 41 percent usage share of the brand, this means that 83 percent of their users show loyalty to the brand.

What's the buzz around YouTube Music in the UK?
In May and June 2023, about 16 percent of UK digital music users had heard about YouTube Music in the media, on social media, or in advertising over the past three months. Of the 89 percent who know the brand, that's 18 percent, meaning at the time of the survey there's little buzz around YouTube Music in the UK.

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