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

CONSUMER XXX of consumers stream music for free, peaking at XXX in South Korea and dropping to just XXX in XXX of consumers are music subscribers, peaking in developed streaming markets Sweden XXX and South Korea XXX streaming penetration is high among those aged XXX XXX 20-24 XXX and XXX XXX while among those aged XXX penetration is just XXX penetration is XXX with pronounced country-level variation, ranging from just XXX in Austria to XXX in XXX of music subscribers report having become subscribers either via a free trial or a XXX for three months paid trial

  • Costing less than XXX is the most-cited adoption driver for music subscriptions at XXX Top Hits and the Global Top XXX claim the joint top spot for Spotify playlists among users – both XXX of XXX 2019 there were XXX YouTube music videos  with  one billion-plus views, of which XXX had videos had two  billion-plus views and six had more than three billion

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