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            up            billion on 2017 to                       billion in 2018 in label            representing            of total recorded music            growth
  • Universal Music            its market-leading role with            billion            representing            of all streaming revenue
  • There were            music subscribers globally in            2018            Spotify, Apple and Amazon accounting                       of all subscribers, up from                       2015
  • With            weekly            user (WAU) penetration YouTube dominates            audiences, representing            of all WAU            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            is high among those aged                       and                       while among those aged            is just           
  • Podcast penetration                       with pronounced country-level variation, ranging            just            in Austria to            in           


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


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