Reports Music

Music Subscriber Market Shares 4.0 Subscriptions Decouple from Revenue

Report by Mark Mulligan
Cover image for Music Subscriber Market Shares 4.0
Synopsis PDF PowerPoint Excel

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The 20,000 Foot View:  This report presents key figures from MIDiA’s global music subscriber market shares model. The full dataset is published alongside this report with quarterly data from            2015 to            2020 and annual label trade revenue from full year 2015 to full year 2019 for            streaming services across            different markets. The Excel dataset also includes ad-supported service-level data by country and an extensive consumer survey dataset.

Key Insights

  • Music subscriber            is becoming detached from subscription            growth. Label trade revenues for            grew by            in 2019, while            growth was            over the same           
  • Global subscriber            is accelerating, reaching            million in            a net increase of            million            to            million one year earlier
  • The competition            consolidating; the top five (Amazon,            Google, Spotify and Tencent) accounted                       of global market share in            up from            one year earlier
  • Spotify continued            dominate the global market with                       million            2020 subscribers representing            market           
  • Google (YouTube            and Google Play Music) and            Music were the two fastest-growing            streaming services, increasing            and            respectively
  • In descending            Apple Music, Spotify, and Amazon            Unlimited have the highest share            weekly users that are also            users
  • The US                       of global subscription revenue in            up from            in 2018, but            share of subscribers fell from                       2019 to            in            2020, while            revenue per user rose
  • There were            music subscribers in the US                       2020, with Apple leading at            share and Amazon, Google and            all gaining market share
  • Australia’s subscription            represents one ofSpotify’s highest market                       however, that is significantly down            a high of            in            2017
  • The UK                       million subscribers in            2020, adding            subscribers            million) over 2019 than                       million), with Spotify at            market           
  • France’s subscriber            grew at almost exactly the            rate as the UK, resulting                       million subscribers in            2020 but            slower revenue growth and thus            average revenue per user
  • Germany had            subscribers at the end of            up            from one year earlier            with Spotify leading at            market           
  • Japan is            the streaming curve, with its            subscribers representing just            penetration, and            rates slow for this modest            of adoption, up just           
  • China is            market to watch, with            million            making it the world’s second            market in subscriber terms, and            low average revenue per user,            is accelerating

Companies and brands mentioned in this report: Amazon, Amazon Prime Music, Amazon Music Unlimited, Amazon Music, Anghami, Apple, Apple Music, AWAL, d Hits, Deezer, Gaana, Genie Music, Google, Google Play Music All Access, Hungama, Jio Saavn, KKBox, Line Music, MelON, Napster, Netease, Pandora, Sirius XM, Soundcloud, Spotify, Tencent Music Entertainment, Tencent, Tidal, Vkontakte, Yandex, YouTube, YouTube Music, Wynk, Xiami

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