Reports Music

Music Consumer Behaviour Q2 2019 Fragmentation and Disruption

Report by Mark Mulligan
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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            and                       dominate streaming app weekly active            (WAUs) 
  • Amazon  is            up ground in third place                       across all of its tiers            a unique, deduplicated user basis)
  • YouTube has            lowest weekly-to-daily use ratio            while            Music has the highest           
  • Amazon Prime            WAUs have the oldest average            at           
  • Music radio            penetration is around half of            of overall radio, which on            other hand retains mass market            with            WAU penetration 
  • Podcasts are            an important part of the            landscape, with            of consumers using            weekly and more than three            of those also using them           
  • Radio audiences            also aging, with an average            of            compared to            for streaming
  • YouTube for            has overtaken radio in Spain                       compared to            for monthly users            but radio leads in all            tracked markets
  • In-car leads            listening with            followed by phone            at           
  • Smart speaker                       trails home stereo listening at            this is where the momentum           
  • Just            of            stream full albums 
  • Streaming music            spend an average of            minutes            to music during each listening           
  • TikTok penetration            modest at            but adoption among            users aged            is much higher,            to           

Companies 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