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Music Messaging Apps Vendor Landscape Music Consumption Will Never Quite Be The Same Again

Report by Mark Mulligan
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The 20,000 Foot View 

Music messaging apps are one of the most exciting and disruptive music consumer behaviours to emerge since file sharing first raised its head in the late 1990s. Apps like Musical.ly and Dubsmash have catalyzed entirely new ways for young music fans to engage with music, blurring the lines between creator and audience. In doing so they have ushered in the prospect of the        second song and continue to ask probing questions about just what music experiences should be. These apps represent a Digital Native feedback loop: built by Digital Natives for Digital Natives, a new generation of music tech to follow the last generation of services such as Spotify and SoundCloud that were built by Digital Immigrants.

Key Findings

  • The music messenger app landscape comprises a diverse mix of apps ranging from lip synching, through video creation tools, social storytelling to music sharing
  • There are        million Monthly Active Users (MAUs) of music messenger apps, representing        of the        million cumulative app downloads
  • The lip synching apps Musical.ly and Dubsmash have strong appeal among young females (more than        of users are female) and more than        of Musical.ly’s users are aged under       
  • Musical.ly, Flipagram and Dubsmash have the        largest user bases with a combined        million MAUs between them
  • Music messaging apps drive        billion interactions each month
  • The fact that Musical.ly is now referring to registered users and Dubsmash to downloads suggests that some of the growth momentum may have slowed
  • Music messaging apps illustrate the importance of breaking the mold to engage younger music fans
  • Music messaging app users are predominately young with        aged under        and        aged under       
  • Music subscribers music messaging app users are five times as likely use music messaging apps compared to overall consumers

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