Reports: Music Industry

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.

State of the YouTube Music Economy 3.0
End of the Beginning

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Mark Mulligan

October 2020

Spotify

YouTube

YouTube

This is the third bi-annual report of its kind, providing the most comprehensive view available of the YouTube music economy. It presents data for revenues, royalty payments, streams, subscribers, user behaviour and user demographics. We explore success factors, cultural trends, monetisation frameworks and contextualise music’s performance against other content genres.

Music Subscriber Market Shares 4.0
Subscriptions Decouple from Revenue

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Mark Mulligan

September 2020

Subscriptions

Streaming

Music Subscriptions

This report presents key figures from MIDiA’s global music subscriber market shares model. The full dataset is published alongside this report with quarterly data from Q4 2015 to Q1 2020 and annual label trade revenue from full year 2015 to full year 2019 for 27 streaming services across 34 different markets.

Spotify Q2 2020 Earnings
In the Shadow of COVID

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Mark Mulligan

August 2020

Subscriptions

Streaming

Streaming Music

Spotify’s share price grew strongly in June 2020, with the markets responding positively to its podcast investments. However, while that increase was sustained throughout July, by mid-August the share price was heading back down to late-June levels.

MIDiA Research 2020-2027 Global Music Forecasts
Volume Trumps Value as Emerging Markets Dominate Growth

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Mark Mulligan

July 2020

Music revenue

Spotify

YouTube

This report presents the key figures, trends and drivers of MIDiA’s music forecast model. The figures presented in this report are retail values and in billions of US dollars unless otherwise stated. An Excel file posted alongside this report provides complete country-level data, including DSP market shares and a detailed methodology statement.

Spotify Q1 2020 Earnings
First Signs of Pre-Recession Weakness

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Mark Mulligan

May 2020

Spotify

Alphabet

Business Strategy

2020 was a solid quarter for Spotify but showed early signs of COVID-19 impact across premium and especially ad supported. With a global recession looming, these may be the first signs of vulnerability in a challenged economic climate. Companies and brands...

Recorded Music Market 2019
A Thriving and Transforming Industry

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Mark Mulligan

March 2020

music sales

Streaming

Streaming Music

With five successive years of growth, the recorded music market has transitioned from a recovering industry into a thriving business. The stars are aligning, with growing consumer demand, business model innovation, a golden era for independent artists and surging interest from institutional investors.

Spotify Q4 2019 Earnings
Great Year for Premium, Less So for Ad Supported

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Mark Mulligan

February 2020

Subscriptions

Streaming

Streaming Music

2019 was another strong year for Spotify’s premium business, in which it saw off growing competition to retain its leading global market share. But it was also another year in which Spotify’s ad-supported business did not grow fast enough. Companies...

Insurgents and Incumbents
How the 2020s Will Remake the Music Business

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Mark Mulligan

January 2020

Creators

iTunes

Spotify

As it enters the third decade of the millennium, the recorded music business is in rude health. Revenues are about to enter the second half of a decade of annual growth, streaming is booming, and investment is pouring in. Simultaneously, the fundamentals of the business are changing, from artist and songwriter careers through music company business models to audience behaviour.

Demand Creation
What’s the Next Big Growth Curve for Music?

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Keith Jopling

January 2020

Labels

Spotify

Marketing

Over the past 40 years the music industry has seen highs and lows, mirroring the careers of many of the legacy artists the industry plays host to. The most spectacular successes in the music business, from the Sony Walkman to MTV, to iTunes and Spotify – have all generated demand for music in entirely new ways.

Music Subscriber Market Shares 3.0
The Big Three Dominate

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Mark Mulligan

December 2019

Subscriptions

Streaming

Music Subscriptions

This report presents key figures from MIDiA’s global music subscriber market shares model. The full dataset is published alongside this report with quarterly data from Q4 2015 to Q2 2019 for 23 streaming services across 30 different markets. Companies...

Streaming Pricing
Solid Outlook but Slowing Demand

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Mark Mulligan

December 2019

Willingness to pay

Apple

Netflix

Across a wide selection of Western countries, the streaming music and video subscription markets are reaching a high degree of maturity. As saturation for core products nears, further growth will depend upon factors such as pricing innovation and multiple subscriptions per household.

Spotify Earnings Q3 2019
Up on Most Counts

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Mark Mulligan

November 2019

Subscriptions

Streaming

Streaming Music

Q3 2019 was a quarter of mixed fortunes for Spotify, with its subscriber base showing good, consistent growth, podcasts making a solid early showing, emerging markets demonstrating promise but ad revenue falling short. Companies and brands mentioned in...

Playlist Strategies 2020

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Keith Jopling

November 2019

Spotify

YouTube

SoundCloud

Playlists have become a core music consumption habit and, in turn, one of the most valuable marketing commodities in music. A prominent playlist placement remains a key objective of most new release strategies and is a higher priority than radio play for many artists.

Smart Speakers and Headphone Market Shares
Expanding Streaming’s Addressable Base

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Mark Mulligan

October 2019

Apple

Beats

Spotify

The rise of digital pushed music out of the home stereo and into the earbud. Over recent years this has created a booming market for headphones, but speakers are fighting back – driven in large part by tech majors using smart speakers as a Trojan horse for expanding into the home.

Music Publishing
A Full-Stack Revolution

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Mark Mulligan

October 2019

Spotify

Music publishing

Pandora

Tencent’s bid for 10% of Universal Music Group has set a new high-water mark for what risks becoming an overheated music rights mergers and acquisitions (M&A) sector. However, investment appetite remains strong and catalogue supply constrained, so there will be plenty more activity before the inevitable contraction.

The Playlist Revolution
Streaming’s Battleground

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Zach Fuller

September 2019

Streaming Music

Apple

Spotify

Playlists are swiftly becoming the lingua franca of the music streaming economy. While most closely associated with Spotify, playlists are now central to streaming as an entire sector. While playlists may not yet have become the dominant use case for streaming music in the way that binge watching is for video, they are transforming how audiences consume music and are becoming the key tool by which streaming services can differentiate in a commodified and highly-competitive market.

Spotify Q2 2019 Earnings
Mature Markets Still the Engine Room of Growth

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Mark Mulligan

August 2019

Subscriptions

Streaming

Streaming Music

Q2 2019 was another solid quarter for Spotify, adding the same number of subscribers it typically does in promotional quarters. Core metrics such as churn and average revenue per user (ARPU) all moved in the right direction, but Spotify remains out of contract with two major label partners and needs emerging markets’ subscriber growth to start picking up the slack before mature western markets slow.

The Global Music Publishing Market
Streaming Shifts the Conversation

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Zach Fuller

August 2019

Apple

Spotify

Spotify

The effects of music streaming having supplanted both the download and the CD as the mainstream format for recorded music (accounting for 50% of total recorded revenue in 2018) are being keenly felt across the music publishing industry. The DNA of streaming consumption (playlists, lower mechanical royalties, less revenue on average for superstar catalogue) has firmly shifted the goal posts in market influence, meaning the position to drive the overall publishing market is increasingly up for grabs.

State of the Music Publishing Nation

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Mark Mulligan and Zach Fuller

June 2019

Spotify

Spotify

Kobalt

This report, a first from MIDiA dedicated to the music publishing space, addresses the most important trends in the industry. With 2018 seeing revenues continue their accelerated growth and music publishing emerging as an asset class, now is opportune to reflect on one of the often misunderstood and hence undervalued aspects of the recorded music industry.

The Classical Music Market
Streaming's Next Genre?

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Keith Jopling, Mark Mulligan and Zach Fuller

June 2019

About this research This study was put together by MIDiA research from an online consumer survey of 8,000 adult music consumers across eight markets: the USA, UK, Germany, Austria, Denmark, Sweden, Mexico and South Korea. Additionally, MIDiA's 2018 market models were used to calculate market values and trends for the classical genre.

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