According to Nielsen’s respondents, 61% of people say they discover new music on the wireless today, which has actually increased from the 57% who agreed in 2014. Meanwhile, streaming services, including YouTube, inform 27% of people about new music. That’s less than a third of radio’s influence, but also behind the recommendations of friends and family (45%) and movies / movie soundtracks (31%).
Source: Why aren’t people paying for music streaming subscriptions? – Music Business Worldwide