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Music consumer survey Q1 2021 YouTube extends its reach

Report by Mark Mulligan
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The 20,000 Foot View: The data in this report is taken from MIDiA’s        2021 consumer survey. The full data from this survey and all the preceding quarterly surveys are available, along with data visualisation tools and dynamic segmentation, on MIDiA Fuse. The countries covered in this report are US, Canada, Australia, UK, Germany, France, Sweden, Brazil, South Korea.

Key Insights

  • YouTube has extended its position as the leading music streaming app, growing from        in 2017 to        in 2021 –        points ahead of Spotify 
  • A long tail of streaming apps compete for fractions of the remainder of the audience, with Amazon and Apple the leaders of the following pack
  • Weekly radio listening went from        to        between 2017 and 2021, while music subscriptions grew from        to        of streamers that listen to curated playlists add songs to their collections
  • Newer music activity skews younger, traditional activity skews older: music subscribers average at        years old but album listeners average at        and radio        years        of music streamers listen to music on their phone, though the rate across all consumers is just        (the same as those that listen in the        of        year olds listen on smart speakers, limiting Amazon’s opportunity to create ‘silver streamers’
  • YouTube music penetration is broadly consistent across most markets but is lowest where Spotify penetration is higher and vice        of consumers listen to podcasts every week but just half of those listen daily, compared to        of weekly music streaming users that listen        of audiobook listeners are weekly radio listeners and        are weekly streaming users

Companies and brands mentioned in this report: Amazon Echo, Amazon Music Unlimited, Amazon Prime Music, Audiomack, Deezer, Genie, MelON, Mixcloud, Netflix, Shazam, Sonos, Soundcloud, Spotify, Trebel, TikTok, YouTube

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