Reports Music

State of the Streaming Nation 3.0 Multi-Paced Growth

Report by Mark Mulligan
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The 20,000 Foot View:  2018 was yet another strong year for streaming music growth, with the leading streaming services consolidating their market shares. Consumer adoption continues to grow but as leading markets mature, future growth will depend upon mid-tier markets and later on emerging markets. Disruption continues to echo throughout the market with artists direct making up ground and Spotify spreading its strategic wings. Utilising proprietary supply- and demand-side data, this third edition of MIDiA’s State of the Streaming Nation pulls together all the must-have insight into the global streaming market.

Key Findings


  • Streaming revenue was up        billion on 2017 to reach        billion in 2018 in label trade, representing        of total recorded music market growth
  • Universal Music consolidated its market-leading role with        billion revenue, representing        of all streaming revenue
  • There were        million music subscribers globally in        2018 with Spotify, Apple and Amazon accounting for        of all subscribers, up from        in        2015
  • With        weekly active user (WAU) penetration YouTube dominates streaming audiences, representing        of all WAU amongst music audiences surveyed


           of consumers stream music for free, peaking at        in South Korea and dropping to just        in Japan        of consumers are music subscribers, peaking in developed streaming markets Sweden        and South Korea       
  • Free streaming penetration is high among those aged               20-24        and               while among those aged        penetration is just       
  • Podcast penetration is        with pronounced country-level variation, ranging from just        in Austria to        in Sweden


           of music subscribers report having become subscribers either via a free trial or a        for three months paid trial
  • Costing less than        is the most-cited adoption driver for music subscriptions at       
  • Today’s Top Hits and the Global Top        claim the joint top spot for Spotify playlists among users – both       
  • As of        2019 there were        YouTube music videos  with  one billion-plus views, of which        had videos had two  billion-plus views and six had more than three billion


  • In retail terms global streaming music revenues were        billion in 2018, up        on 2017, and will grow to        billion in 2026
  • There were        million music subscribers in 2018, up from        million in 2017, with        million individual subscriptions 

Companies and brands mentioned in this report:  Alexa, Amazon Music Unlimited, Amazon Prime Music, Anchor, Anghami, Apple, Apple Music, Beats One, CDBaby, Deezer, Deezer Flow, Echo, Gimlet, Google, Google Play Music, KuGou, Kuwo, Loudr, MelOn, Napster, Netflix, Pandora, Parcast, QQ Music, RapCaviar, Rock Classics, Rock This, Sony Music, Soundcloud, SoundTrap, Spotify, Tencent Music Entertainment, Tidal, Today’s Top Hits, T-Series, Tunecore, Universal Music, Warner Music, YouTube

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