DSP user profiles Small is beautiful
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20,000 foot view: With streaming music now in its mature growth stage in most leading music markets, differentiation will be key to unlocking further growth pockets. While this will likely require innovation in both product and licensing, there are already clear signs that the streaming services are developing userbases with distinct and varied behaviours and characteristics. The overriding theme is that userbases of larger services are more mainstream and less engaged, while smaller ones lean towards highly engaged music fans.
Key insights
- YouTube and lead music streaming weekly active (WAU) penetration, with and respectively, Amazon’s Prime Music is third
- YouTube has highest share of users that also daily users, while most services are below
- Prime Music the oldest WAU userbase (an age of while all other are, on average, aged in
- Smartphones still streaming listening, but rates vary DSP userbase, with Spotify being highest and Tidal the lowest
- Tidal’s audiophile is illustrated by the fact has the highest share of who listen via home stereos
- Amazon’s Echo has paid dividends, with Amazon Unlimited consumers most likely to via smart speakers
- Userbase size listening are inversely correlated – (fewest users) has the highest weekly hours), YouTube (most users) just hours
- The more the userbase is, the more spread user genre preferences are, the inverse also true
- Only of users report that they mainly to new music, illustrating the between the industry classification of and user perceptions
- Tidal users the most engaged music fans the most likely to be aficionados to listen to full and to buy merch
Companies and brands mentioned in this report: Amazon, Amazon Echo, Amazon Music, Amazon Music Unlimited, Apple Music, ByteDance Music, Deezer, SoundCloud, Spotify, Tidal, TikTok, YouTube, YouTube Music