Reports: Music consumers

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.

Music streaming consumer profile Q4 2024
Stabilisation and fandom slowdown

Mark Mulligan and Tatiana Cirisano

February 2025

Willingness to pay

Music consumers

Streaming

Consumer music behaviours are both stabilising and showing signs of coming change. Change that could be challenging for all music business stakeholders, especially with regards to fandom monetisation....

Music Consumer Behaviour Q2 2019
Fragmentation and Disruption

Cover image for Music Consumer Behaviour Q2 2019

Mark Mulligan

September 2019

Music consumers

iTunes store

Spotify

This report presents key trends and analysis from MIDiA’s quarterly Music Brand Tracker survey, including places of listening, streaming music activities, radio, demographics, streaming app users, time...

Music Consumer Segmentation 2016
Subscriptions Swell Aficionado Numbers

Cover image for Music Consumer Segmentation 2016

Mark Mulligan

July 2016

Music consumers

Subscriptions

Streaming

Midway through the streaming transition, consumer segmentation is more complex and nuanced than ever before. The traditional methods of segmenting by spending behaviour retain a core value, while those...

The Aficionado Impact
How Super Fans Changing Spending Patterns Are Dragging Down Music Sales

Mark Mulligan

February 2015

superfan

consumer behavior

Consumer behaviour

Total revenue growth in streaming heartland markets in 2012 and 2013 painted a strong picture for the streaming era. But by 2014 much of that growth had transformed into decline. Neither trends provide...

Music Piracy in Brazil
Assessing the Impact on Music Consumption

Mark Mulligan

February 2015

consumer behavior

Consumer behaviour

Music consumers

During the last decade Brazil underwent great economic advances, removing a considerable part of its population from poverty, placing them into the consumer market. Now, these Brazilian citizens aspire...

US Music Consumer Deep Dive
The Growing Impact Of Free

Cover image for US Music Consumer Deep Dive

Tim Mulligan

January 2015

Music consumers

Streaming Music

downloads

The world’s largest music market continues to set the pace for digital music adoption among the large music markets. Tech savvy young Americans are increasingly embracing consumption over ownership models...

Music Consumer Segmentation
From Lagging Indicators To Leading Indicators

Cover image for Music Consumer Segmentation

Mark Mulligan

December 2014

consumer behavior

Consumer behaviour

Music consumers

Consumer music behaviour, tastes and attitudes vary dramatically. The ability to delineate discrete segments is crucial for targeting music services and for artist marketing. Over the last half decade...

Holiday Gifting
Music’s Gifting Digital Double Whammy

Mark Mulligan

December 2014

consumer behavior

Consumer behaviour

Music consumers

The music industry has long placed supreme importance on the holiday season and it is a habit that dies hard. Release schedules are still geared towards the period and seasonal sales expectations, or least...

Decoding the Digital Consumer
An Analysis of the Digital Music Behaviour of UK Consumers

Cover image for Decoding the Digital Consumer

Mark Mulligan

December 2013

Consumer behaviour

Music consumers

Subscriptions

10 years after the launch of the iTunes Store and 5 years after the launch of Spotify, digital music remains a largely niche sector, with the notable exception of YouTube. Despite a decade of contraction...