Music Consumer Behaviour Q3 2018 YouTube Leads the Way But At What Cost?
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The 20,000 Foot View: This report presents music consumption data for 2018, with consumer data for US, Canada, Mexico, Brazil, Australia, Japan, Germany, Sweden and the UK.
Key Findings
- Radio listening the most widespread music activity penetration and watching music videos YouTube is second on
- Across all YouTube is the only streaming to cross over to mainstream more than penetration)
- A generational is present, with older consumers on to legacy format and consumers adopting streaming
- Streaming audio is fragmented, with user playlists, playlists, podcasts and streaming radio all at or below
- The car the clear leader in terms music listening location with penetration phone is highest among under
- Free audio is smaller than both YouTube music radio in all markets, in Sweden, home of Spotify
- In Mexico music penetration is for consumers 20–24, compared to for music
- Podcast penetration – as high as curated penetration
- Podcast penetration highest in stronger radio markets, penetration at in Canada and though peaking at in Sweden
- YouTube is world’s most widely used streaming app with WAU penetration, far of second placed Spotify on
- Music video supported label revenue was up 2017, compared to just for supported audio
- YouTube’s growth at the expense of traditionally services, both in terms of and advertiser spend
- Spotify’s WAU is markedly higher than Apple
- YouTube is the bottom of the pack terms of free-to-paid conversion, with
- Of the freemium services, Spotify is top followed by Deezer on and on
- Streaming video its use case – binge – but playlists are not 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