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