YouTube Indicates What the Future is For Audiophiles - Interesting Demographics.


Howdy,

I just wanted to share some data from YouTube as I found it quite eye-opening and thought some of you might too.

I've posted a couple vids on YouTube recently and, as some will know, YouTube provides analytics data with every video, which is available to the channel owner.

The first video featured a Krell KSA 80 amp and at the time of writing this there have been 9,500 views:

Female - 0%
Male - 100%

13–17 years 0%
18–24 years 0%
25–34 years 0%
35–44 years 0.9%
45–54 years 13.5% 
55–64 years 44.4%
65+ years 41.3%

So, 100% male, and pretty much all of the traffic is from guys 45 years old and above, with 40%+ from guys over 65!!

The second video was a spoof (song) on Audiophiles that was shared a lot and watched by a lot of audiophile spouse, so the stats were slightly different, but not much. At the time of writing, 18,150 views:

Female 2.4%
Male 97.6%

13–17 years 0%
18–24 years 0%
25–34 years 0%
35–44 years 5.9%
45–54 years 18.6%
55–64 years 35.5%
65+ years 40.1%

The video was watched by a few females because it was shared and hit with a slightly younger audience but not by much. For all intents and purposes, the stats are the same for both vids.

Caveat - YouTube tends to attract an older audience and it's tipped up towards males. TikTok would show different results, but I think YouTube is really the platform of choice for most of us, so the data is more pertinent. 

Conclusion - we're a dying breed. 40% of us will be dead in a few years and there's not many 'yoots' coming through to replace us.

No real surprise here but we're all blokes - old, fat, sweaty, bearded, and about to kick the proverbial bucket. (Yes, I'm speaking entirely for myself).

Do you think there's more that manufacturers, dealers, reviewers etc. should be doing, or is it just the inevitable playing out?

Thoughts?

Here's the link to the two vids for reference: 
Krell KSA80
The Audiophile Song

rooze

Showing 4 responses by chenry

The novelty isn't there. Most of the 50 yo and older group still came up in the time when good 2 channel gear was stepping out of the tube era where stereophonic recording was still a novelty. A stereo was prized possession of many young persons. So was a good collection of albums. A tape deck in the stack was an eventual addition so that your vinyl music could be portable. Tech has changed all that. Earbuds, streaming, wireless speakers have all changed the experience of recorded music, mainly due to the quantity and quality available in mobile and portable equipment. My first system, the only means I had to hear recordings for many years, was in no way portable. I had to sit in front of it and listen. Having a home system just isn't the priority as a means of enjoyment of music for younger people now. Two-channel listening is more likely to be introduced to them via earbuds and headphones, not via stacks of rack-width gear and loudspeakers. They have to be introduced to stationary listening. Vinyl is a novelty, not the necessary default it was decades ago.

Then there is the economic issue. Audiophile gear has become excessively expensive, and I am not referring to the stratospheric prices of extremely rare gear, just ordinary stuff. There are many more demands on the budgets of younger people now than there used to be, and necessities have become much more expensive in relative terms. Clunky, specific-purpose listening gear is going to have a limited appeal anyway, but going forward, it will be increasingly more so. It is a pity some commenters disparage "lifestyle" products when those are the products most likely to find an acceptable place in homes in the future.

Jay Iyagi addresses a very specific audience, younger people already into hifi with a fair amount of money to spend on audio. His reference gear is esoteric and expensive. It would even be difficult to find a dealer who carried the things he reviews (Serbian-made SET monoblock tube amps using very rare and high-powered tubes, etc.) He speaks to a dedicated collector audience; he isn't directed at new users at all.

He offers information about new ChiFi gear and some other things. The people watching his channel are already interested in the hobby but they are looking for affordable options. Sure, some of them will upgrade to gear above what he typically reviews, and that is fine. But those numbers will be small.

There isn't really the wave of interest today the same as what happened in the late 60s and 70s with the influx of affordable high-quality Japanese electronics. That is structural--rising standards of living and wages in producing countries--and technological, interest diverted to portable streaming products that don't necessarily result into pursuing HiFi audio as a hobby.

Audiophilia will probably not be much like the present going forward. It is fairly obvious that the retail model will be reduced to small, relatively rare specialists and a few larger entities like Magnolia relying on a presence within a larger entity carrying video and computer/wireless/network products. Even the market for conventional network products will be displaced by virtual 5G secure private "networks." Vinyl is enjoying a resurgence, but I doubt that it will grow much larger.Its requirements in equipment, space and cost will work against it as a medium. It won’t disappear, but it will be constrained. There were reasons why vinyl LP was displaced by CD. The future for magnetic tape is even more dim. It exists as a legacy product and has little capacity for growth: expensive, reliant on scarce repair services for costly and increasingly out-of-production recorders. Even tube gear in its revival has probably reached its zenith, mainly because the technology is vintage, the production of necessary replacement tubes is tenuous and limited to relatively few countries/manufacturers and long supply lines. The fact that there is such a high-priced market for specific vintage tubes suggests that new production is not surpassing the quality of the old. I am sure tubes won’t go away tomorrow, but twenty years from now, who can say? Much of the tube interest is by older consumers who will stop consuming in one way or another in 20 years.

 

Lifestyle products have a bright future, however, and at every price level. Bose and others are regularly disparaged on Audiogon, as are the more modern iterations in Sonos and Bluesound and others, but that is where the growth is. Higher end makers from Europe: Linn, B&O, Electrocompaniet and others have got the memo, as have makers of traditional speakers now expanding their lines to active products that offer performance and compatability with modern living spaces. Clunky, bulky and expensive multi-box hobbyist products that require their own dedicated "listening rooms" will find fewer buyers.