Study shows how YouTube ended 'MTV Generation' among American-teens

London, Aug 17 (ANI): A majority of American teenagers prefer to listen to music via YouTube over other music mediums such as iTunes, radio and CDs, putting an end to the so-called' MTV generation, a new study has revealed.

According to the report, Music 360, compiled by the research company Nielsen, nearly two-thirds of 18-year-olds and younger American teens prefer the Google-owned video platform to all other music mediums.

Mark Mulligan, an independent music analyst, believes the music experience on YouTube is "too good", and its functionality needs to be scaled back if the record labels are ever to see young people return to buying music.

"YouTube has transformed what the music buyer's expectations are of what the digital music experience is. In a way it's too good," The Telegraph quoted Mulligan, as saying.

"It is totally understandable that people don't want to pay for MP3s when the experience is poorer than what they get via YouTube," he added.

The study also underlines that teenagers do not see why they need to own music, or even pay for a digital music service such as Spotify.

The survey suggested that the incredible success of YouTube in the music arena might have wider ramifications for the music industry. (ANI)