Music consumer survey, Q3 2021 A new generation leans forward
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The 20,000 foot view: As streaming subscriptions rise and music increasingly competes with other forms of media for consumers’ limited attention spans, lean-back listening activities are taking precedence over those which are lean-forward. But the full picture is far more varied. Consumer behaviour is fragmenting, thus incentivising the music industry to diversify use cases, and the next generation of consumers are showing a higher preference for lean-forward and lean-in experiences than previous generations. The data in this report is taken from MIDiA’s 2021 consumer survey. The countries covered in this report are the US, UK, Canada, Australia, Germany, France, Sweden, Brazil and South Korea.
Key Insights
- The majority music consumers spend little time money on music, while a minority account for the lion’s of music revenue and activity
- Streaming services’ bases vary widely in age behaviour
- Niche streaming users tend to score higher lean-forward behaviours
- Lean-back music are overall more popular than which are lean-forward, except among are seeking control over their experiences
- Just of listen to full albums on services
- TikTok and WAUs outperform those of other media platforms for lean-forward and music behaviours, like creating playlists
- Smartphones dominate listening among all consumers penetration) especially penetration)
- Radio listening declining in younger generations, while streaming is growing, as of to the radio weekly (compared half of all consumers) and music every week (compared to all consumers)
Companies and brands mentioned in this report :Amazon Prime Music, Apple Music, Deezer, Discord, Facebook, Instagram, Instagram Reels, Justin Bieber, Mixcloud, Napster, NetEase Cloud Music, Snapchat, SoundCloud, Spotify, Tencent Music Entertainment, The Weeknd, TikTok, Twitch, Twitter, YouTube, YouTube Shorts