Decoding the Digital Consumer An Analysis of the Digital Music Behaviour of UK Consumers
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The 20,000 Foot View
years after the launch of the iTunes Store and years after the launch of Spotify, digital music remains a largely niche sector, with the notable exception of YouTube. Despite a decade of contraction the CD remains the most pervasive music product while radio is the dominant consumption platform. Subscriptions are making some headway but churn looks set to become an important part of the digital landscape.Key Findings
- Radio and still outshine all digital music other than online music video years after the launch of the iTunes Store music download buyer penetration is just though album purchasing is now just as widespread as single track buying
- Streaming adoption still relatively niche and paid stand at just penetration
- Pricing, commitment and trepidation all act as to consumer adoption of subscription
- The CD reigns even for digital consumers, of digital music buyers and music subscribers buying CDs at monthly
- Non-Network Piracy replacing as the music sharing of Digital Natives, with Digital still clinging to
- A quarter music subscribers are also pirates
- There is music subscriber gender divide: of are male
- Subscription service is going to become a component of the digital market: the entire subscriber audience have churned or plan to churn
Companies mentioned in this report: Apple iTunes Store, iPlayer, BBC, YouTube