Reports: Music

Browse all of our reports, featuring our analysts' expert insights and analysis of audience segmentation, emerging trends and technologies, value chains, market shares, predictions and more – backed by our proprietary survey data and bespoke models & forecasts. Become a subscriber to get new ones every month, or just pick one to get started.

Music Subscriber Market Shares 3.0
The Big Three Dominate

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Mark Mulligan

December 2019

Subscriptions

Streaming

Music Subscriptions

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 Q4 2015 to Q2 2019 for 23 streaming...

YouTube Music Curators
Media Assets or Next-Gen Labels?

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Zach Fuller

December 2019

Spotify

music publishing

YouTube

The rise of the YouTube channel curator was one of the defining stories in music throughout the 2010s, and yet in the era of global success stories such as Kondzilla and T-Series, their place in the music...

Streaming Pricing
Solid Outlook but Slowing Demand

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Mark Mulligan

December 2019

Willingness to pay

Apple

Netflix

Across a wide selection of Western countries, the streaming music and video subscription markets are reaching a high degree of maturity. As saturation for core products nears, further growth will depend...

Spotify Earnings Q3 2019
Up on Most Counts

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Mark Mulligan

November 2019

Subscriptions

Streaming

Streaming Music

Q3 2019 was a quarter of mixed fortunes for Spotify, with its subscriber base showing good, consistent growth, podcasts making a solid early showing, emerging markets demonstrating promise but ad revenue...

Playlist Strategies 2020

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Keith Jopling

November 2019

Spotify

YouTube

SoundCloud

Playlists have become a core music consumption habit and, in turn, one of the most valuable marketing commodities in music. A prominent playlist placement remains a key objective of most new release strategies...

Smart Speakers and Headphone Market Shares
Expanding Streaming’s Addressable Base

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Mark Mulligan

October 2019

Apple

Beats

Spotify

The rise of digital pushed music out of the home stereo and into the earbud. Over recent years this has created a booming market for headphones, but speakers are fighting back – driven in large part...

Music Publishing
A Full-Stack Revolution

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Mark Mulligan

October 2019

Spotify

music publishing

Pandora

Tencent’s bid for 10% of Universal Music Group has set a new high-water mark for what risks becoming an overheated music rights mergers and acquisitions (M&A) sector. However, investment appetite remains...

Leaving Legacy Behind
Music Marketing Responds to Streaming

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Keith Jopling

October 2019

music marketing

Music marketing has changed for good Marketing music has never been straightforward. That’s why, back in the day, label executives would use the single as the shortcut to finding an audience on which...

The Playlist Revolution
Streaming’s Battleground

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Zach Fuller

September 2019

Streaming Music

Apple

Spotify

Playlists are swiftly becoming the lingua franca of the music streaming economy. While most closely associated with Spotify, playlists are now central to streaming as an entire sector. While playlists...

Music Consumer Behaviour Q2 2019
Fragmentation and Disruption

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Mark Mulligan

September 2019

Music consumers

iTunes store

Spotify

This report presents key trends and analysis from MIDiA’s quarterly Music Brand Tracker survey, including places of listening, streaming music activities, radio, demographics, streaming app users, time...

Spotify Q2 2019 Earnings
Mature Markets Still the Engine Room of Growth

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Mark Mulligan

August 2019

Subscriptions

Streaming

Streaming Music

Q2 2019 was another solid quarter for Spotify, adding the same number of subscribers it typically does in promotional quarters. Core metrics such as churn and average revenue per user (ARPU) all moved...

The Global Music Publishing Market
Streaming Shifts the Conversation

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Zach Fuller

August 2019

Apple

Spotify

Spotify

The effects of music streaming having supplanted both the download and the CD as the mainstream format for recorded music (accounting for 50% of total recorded revenue in 2018) are being keenly felt across...

Artist Fandom
The Artist Marketing Playbook Needs Rewriting

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Mark Mulligan

July 2019

Spotify

Artists

Taylor Swift

The whole essence of fandom is being turned upside down. An emerging crop of streaming native artists is finding its audience in a much more targeted and efficient way than via traditional music marketing....

Independent Artists
The Music Industry Rewritten

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Mark Mulligan

July 2019

Creators

Labels

rhapsody

The rise of independent artists is one of the most important changes to happen to the modern recorded music business. While traditional label models still dominate, ever more artists are pursuing non-traditional...

State of the Music Publishing Nation

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Mark Mulligan and Zach Fuller

June 2019

Spotify

Spotify

Kobalt

This report, a first from MIDiA dedicated to the music publishing space, addresses the most important trends in the industry. With 2018 seeing revenues continue their accelerated growth and music publishing...

Independent Artists
The Age of Empowerment

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Keith Jopling and Mark Mulligan

June 2019

Key takeaways A sector with real scale. Artists without record labels generated $643.1 million in 2018, up 35% from 2017. These independent artists represent the fastest-growing segment of the global recorded...

The Classical Music Market
Streaming's Next Genre?

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Keith Jopling, Mark Mulligan and Zach Fuller

June 2019

About this research This study was put together by MIDiA research from an online consumer survey of 8,000 adult music consumers across eight markets: the USA, UK, Germany, Austria, Denmark, Sweden, Mexico...

Spotify Q1 2019 Earnings

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Mark Mulligan

May 2019

Subscriptions

Streaming

Streaming Music

Q1 2019 was a quarter of milestones for Spotify, hitting 100 million subscribers, launching in India and becoming a podcast company. However, it was also a quarter in which a number of metrics started...

State of the Streaming Nation 3.0
Multi-Paced Growth

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Mark Mulligan

May 2019

Subscriptions

Streaming

Streaming Music

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,...

Music Marketing
Niche is the New Mainstream

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Mark Mulligan

May 2019

Streaming

Streaming Music

Spotify

Streaming personalisation and falling radio audiences are combining to rewrite the music marketing rulebook, ushering in a whole new marketing paradigm. Hits used to be cultural moments; artist brands...

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