Reports Music

Music Consumer Behaviour Q2 2019 Fragmentation and Disruption

Report by Mark Mulligan
Cover image for Music Consumer Behaviour Q2 2019
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The 20,000 Foot View: 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 spent listening and top streamed artists.

Key Findings

  • YouTube XXX and Spotify XXX dominate streaming app weekly active users (WAUs) 
  • Amazon  is making up ground in third place with XXX across all of its tiers (on a unique, deduplicated user basis)
  • YouTube has the lowest weekly-to-daily use ratio XXX while Apple Music has the highest XXX Prime Music WAUs have the oldest average age, at XXX radio WAU penetration is around half of that of overall radio, which on the other hand retains mass market reach with XXX WAU penetration 
  • Podcasts are becoming an important part of the audio landscape, with XXX of consumers using them weekly and more than three quarters of those also using them daily
  • Radio audiences are also aging, with an average age of XXX compared to XXX for streaming
  • YouTube for music has overtaken radio in Spain – XXX compared to XXX for monthly users – but radio leads in all other tracked markets
  • In-car leads music listening with XXX followed by phone listening at XXX speaker listening XXX trails home stereo listening at XXX – this is where the momentum is
  • Just XXX of consumers stream full albums 
  • Streaming music consumers spend an average of XXX minutes listening to music during each listening session 
  • TikTok penetration is modest at XXX but adoption among younger users aged XXX is much higher, rising to XXX and brands mentioned in this report:  Amazon Music Unlimited, Amazon Prime Music, Apple Music, ByteDance, Deezer, Google Play Music, Instagram, iTunes Store, Napster, Spotify, TikTok, Your Daily Drive, YouTube

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