Reports Music

Music Consumer Behaviour Q3 2018 YouTube Leads the Way But At What Cost?

Report by Mark Mulligan
Cover image for Music Consumer Behaviour Q3 2018
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The 20,000 Foot View: This report presents music consumption data for XXX 2018, with consumer data for US, Canada, Mexico, Brazil, Australia, Japan, Germany, Sweden and the UK.

Key Findings

  • Radio listening is the most widespread music activity with XXX penetration and watching music videos on YouTube is second on XXX all ages, YouTube is the only streaming activity to cross over to mainstream (i.e. more than XXX penetration)
  • A generational divide is present, with older consumers clinging on to legacy format and younger consumers adopting streaming
  • Streaming audio behaviour is fragmented, with user playlists, curated playlists, podcasts and streaming radio ‘channels’ all at XXX or below
  • The car is the clear leader in terms of music listening location with XXX penetration but phone is highest among under XXX audio streaming is smaller than both YouTube and music radio in all markets, even in Sweden, home of Spotify
  • In Mexico YouTube music penetration is XXX for consumers aged 20–24, compared to XXX for music radio
  • Podcast penetration is XXX – as high as curated playlist penetration
  • Podcast penetration is highest in stronger radio markets, with penetration at XXX in Canada and Australia, though peaking at XXX in Sweden
  • YouTube is the world’s most widely used streaming music app with XXX WAU penetration, far ahead of second placed Spotify on XXX video ad supported label revenue was up XXX in 2017, compared to just XXX for ad supported audio
  • YouTube’s growth comes at the expense of traditionally licensed services, both in terms of users and advertiser spend
  • Spotify’s WAU rate is markedly higher than Apple Music’s XXX is at the bottom of the pack in terms of free-to-paid conversion, with just XXX the other freemium services, Spotify is top with XXX followed by Deezer on XXX and Soundcloud on XXX video has its use case – binge watching – but playlists are not yet that for streaming music

Companies and brands mentioned in this report: Amazon, Amazon Prime Music, Amazon Music Unlimited, Apple, Apple Music, Deezer, Google, Google Play Music, Napster, Soundcloud, Spotify, Tidal, YouTube

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