Global South rising Streaming audiences in China, Turkey, and South Africa
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It is increasingly clear that the future of the global music streaming business relies heavily on the Global South markets, which include Latin America, Asia Pacific, and the Rest of World. Most subscription growth is coming from these regions, which will collectively dominate the global music subscriber base by 2031, according to MIDiA’s global music forecasts. While Western markets will continue to drive the global revenue picture due to higher average revenue per user (ARPU), the Global South will increase share in revenue terms as well.
To better understand the listeners driving the next era of music streaming growth, this report explores streaming consumer behaviour in the Global South’s key market of China, as well as the fast-growing markets of Turkey and South Africa. In addition to analysing what makes each market different, it also unearths the key patterns that emerge across them and reflect the Global South more broadly — including the decoupling of music consumption from music monetisation and the global reach of Spotify and YouTube.
Key data and insights in this report:This report presents data from MIDiA’s Q1 2024 consumer survey, focusing on music streaming users in China, Turkey, and South Africa in comparison to the English-speaking market average (US, UK, Australia, and Canada). Data covered per country includes music streaming audiences by frequency, technology and device penetration, fandom behaviours, age demographics, and platform penetration. This report also cites MIDiA’s 2024-2031 global music forecast model for country- and region-level population size, recorded music revenue, and music streaming subscribers.
Table of contents:
Words: 4252
Pages: 37
Infographics: 19
Companies and brands mentioned: Apple Music, Apple One, Boomplay, Copyleft, Deezer, fizy, KuGou, KuWo Music, NetEase Cloud Music, Mdundo, Muud, Qian Qian Music, QQ Music, SoundCloud, Spinlet, Spotify, Tencent Music Entertainment, Tidal, YouTube, and YouTube Music