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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        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        penetration and watching music videos on YouTube is second on        all ages, YouTube is the only streaming activity to cross over to mainstream (i.e. more than        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        or below
  • The car is the clear leader in terms of music listening location with        penetration but phone is highest among under        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        for consumers aged 20–24, compared to        for music radio
  • Podcast penetration is        – as high as curated playlist penetration
  • Podcast penetration is highest in stronger radio markets, with penetration at        in Canada and Australia, though peaking at        in Sweden
  • YouTube is the world’s most widely used streaming music app with        WAU penetration, far ahead of second placed Spotify on        video ad supported label revenue was up        in 2017, compared to just        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        is at the bottom of the pack in terms of free-to-paid conversion, with just        the other freemium services, Spotify is top with        followed by Deezer on        and Soundcloud on        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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