Streaming drivers Retention and acquisition behaviours and attitudes

Mark Mulligan

February 2026

This report presents data from three different MIDiA Research consumer surveys to explore the behaviours and attitudes that will shape music subscriber acquisition and retention over the coming years.

Data is from these surveys: MIDiA Research Consumer Survey (09/25) US, UK, Australia, Canada, France, Japan, Mexico n = 7,000; (06/25) US, UK, Australia, Canada, Germany, France, Sweden, South Korea, Brazil n = 9,000; (12/24) US, UK, Australia, Canada, Germany, France, Sweden, South Korea, Brazil n = 9,000.

Unless otherwise stated, all data refers to the weighted average of all countries surveyed (i.e. reflective of the respective populations of the countries).

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