Reports: emerging markets

Browse all of our reports, featuring our analysts' expert insights and analysis of audience segmentation, emerging trends and technologies, value chains, market shares, predictions and more – backed by our proprietary survey data and bespoke models & forecasts. Become a subscriber to get new ones every month, or just pick one to get started.

YouTube Music Curators
Media Assets or Next-Gen Labels?

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Zach Fuller

December 2019

Spotify

Music publishing

YouTube

The rise of the YouTube channel curator was one of the defining stories in music throughout the 2010s, and yet in the era of global success stories such as Kondzilla and T-Series, their place in the music ecosystem is still being defined. YouTube points both towards the potential future of the label and essentially a new kind of visual media property.

Africa and Asia Music Repertoire Shares

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Mark Mulligan

January 2019

iTunes

Spotify

YouTube

This report provides repertoire splits across streaming music services in a number of sub-Saharan African and Asian markets. Also presented are details on the key labels, artists and genres for each of the countries covered. Companies and brands mentioned in this report: Apple Music, Avex, AWA Music, Boomplay, Cashtime, Chocolate City, Deezer, D-Hits, Emperor, Empire Mates Entertainment (E.

Advertising in China
Reaching the Most Digitally Savvy Consumers

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Georgia Meyer

July 2018

emerging markets

music streamers

SVOD

Streaming, both music and video, are in the early follower phase of consumer adoption in China. While they are still niche consumer segments, their behaviours will become more widely adopted. Chinese consumers in these segments increasingly curate their content, including the extent to which they pay attention to the advertising messages they receive.

Emerging Music Markets
Streaming’s Third Wave

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Mark Mulligan

July 2018

Streaming

Streaming Music

Music Subscriptions

With streaming growth set to slow in mature western markets by 2019, the next wave of fast growth will come from a mixture of mid-tier markets such as Mexico, Brazil, Japan and Germany. Beyond that, the streaming market will need to look towards emerging markets for growth.

TV and Video Advertising
The Shift to Digital

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Tim Mulligan

June 2018

Netflix

Facebook

emerging markets

The video advertising landscape is slowly moving away from both being broadcast TV based and being primarily driven by developed markets. The transition is picking up pace, with TV advertising declining by an average 3% per year from 2017 to 2023. In the meantime, over-the-top (OTT) ad revenue will increase by 10.

Tencent Tech Investment
Pursuing Aggressive Growth in the West

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Alistair Taylor

May 2018

Streaming

Spotify

revenue

Tencent, currently the fifth most valuable public company in the world, saw income from ‘other gains’ increase in Q4 2017 by 800% on Q4 2016 figures, going $149.6 million to $1.2 billion. These other gains comprised one-off gains from IPOs, tax rebates and investment subsidies.

India and China Media Trends 2018

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Zach Fuller

May 2018

Streaming

Spotify

Saavn

China and India are undergoing significant change in their media industries. Both countries are viewed as two of the world’s potentially most lucrative economies for digital content, based upon their spectacular GDP per capita growth rate and their billion-plus respective populations.

2018 India SVOD Consumer Deep Dive

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Tim Mulligan

May 2018

Streaming

Hungama

Netflix

India has seen a dramatic rise in engagement with premium video services, fuelled by a combination of mass adoption of mobile technology and rapidly rising disposable incomes. However, India’s SVOD market still lags significantly behind the US and China in terms of revenues and subscribers.

Tencent Has Outgrown China
Now Comes The Next Phase of Growth

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Alistair Taylor

April 2018

Streaming

Spotify

Amazon

Following the release of its fourth quarter earnings, Tencent is the first Chinese company to achieve a market capitalisation of over $500 billion, displacing Facebook as fifth most valuable global company. This growth has been highlighted by the 54% year-on-year (YoY) increase in revenue from $22.

Profiling Chinese and Indian Gamers

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Karol Severin

April 2018

Spotify

YouTube

Saavn

Gaming in China and India is much further away from the mainstream than in key English-speaking markets. Gamers in both countries however form a highly digitally sophisticated, engaged and spending addressable consumer niche. And though the word niche is used proportionally to suggest less than 50% penetration, make no mistake – the gamer niches in both China and India already dwarf the English-speaking markets regarding number of users.

The State Of The SVOD Nation 2017
Global SVOD Markets And Consumer Trends

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Tim Mulligan

April 2017

streaming subscriptions

emerging markets

SVOD

Despite the fear of an impending bubble bursting, Subscription Video On Demand (SVOD) has never been in a stronger position globally. Although still dominated by the US as the largest market and as the home of the two largest SVOD services, the non-US market is growing fast, with territories such as Singapore experiencing a 20% increase in SVOD service availability in 2016.

Video And Messaging Apps
Engaging Tomorrow’s Audiences On Today’s Platforms

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Tim Mulligan

June 2016

Video

Online video

emerging markets

With two of the top ten largest global online video service providers now focusing on messaging services as a way to deliver video content to their highly-engaged user-base, mobile messaging services are becoming an increasingly important part of the video landscape.

State Of The YouTube Nation
A Definitive Assessment Of The Global Youtube Economy

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Tim Mulligan

April 2016

YouTube

emerging markets

Latin America

The YouTube landscape is changing. While North America still dominates in terms of channel subscribers and views, the second places for these metrics are now held by Latin America and Asia respectively. Both emerging regions show diverging consumption patterns, with Latin America over indexing on the proportion of subscribers-to-views, and Asia over indexing on the number of views in relation to subscribers.

Music Market Region Profile: Latin America
Streaming Drives A Music Market Renaissance

Leo Morel

March 2016

Streaming

Streaming Music

mexico

Driven by the proliferation of smartphones, streaming is beginning to gain traction across Latin America, resulting in new forms of music consumption. Whereas interest in physical formats has been steadily falling, most Latin American countries have not developed music download markets, thus creating latent digital demand.

Ownership to Access, And Back
Physical Ownership Acquires A New Value In The Digital Era

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Tim Mulligan

July 2015

US

UK

Sweden

It seems counter intuitive to suggest the physical ownership of content has an addressable market in the digital era. Despite the ubiquity of digital delivery mechanisms for premium content, the desire for physical possession has not gone away. A market opportunity exists to provide complementary physical products both as reassurance for older generations and as a unique consumer experience for Digital Natives.