Reports Music

Music Consumer Behaviour Q3 2018 YouTube Leads the Way But At What Cost?

Report by Mark Mulligan
Cover image for Music Consumer Behaviour Q3 2018
Synopsis PDF Excel PowerPoint

Our clients have full access to all of our reports. Clients can log in to read this report. Click here to become a client.

The 20,000 Foot View:  This report presents music consumption data for            2018, with consumer data for US, Canada, Mexico, Brazil, Australia, Japan, Germany, Sweden and the UK.

Key Findings

  • Radio listening            the most widespread music activity                       penetration and watching music videos            YouTube is second on           
  • Across all            YouTube is the only streaming            to cross over to mainstream            more than            penetration)
  • A generational            is present, with older consumers            on to legacy format and            consumers adopting streaming
  • Streaming audio            is fragmented, with user playlists,            playlists, podcasts and streaming radio            all at            or below
  • The car            the clear leader in terms            music listening location with            penetration            phone is highest among under           
  • Free audio            is smaller than both YouTube            music radio in all markets,            in Sweden, home of Spotify
  • In Mexico            music penetration is            for consumers            20–24, compared to            for music           
  • Podcast penetration                       – as high as curated            penetration
  • Podcast penetration            highest in stronger radio markets,            penetration at            in Canada and            though peaking at            in Sweden
  • YouTube is            world’s most widely used streaming            app with            WAU penetration, far            of second placed Spotify on           
  • Music video            supported label revenue was up            2017, compared to just            for            supported audio
  • YouTube’s growth            at the expense of traditionally            services, both in terms of            and advertiser spend
  • Spotify’s WAU            is markedly higher than Apple                      
  • YouTube is            the bottom of the pack            terms of free-to-paid conversion, with                      
  • Of the            freemium services, Spotify is top                       followed by Deezer on            and            on           
  • Streaming video            its use case – binge            – but playlists are not            that for streaming music

Companies and brands mentioned in this report: Amazon, Amazon Prime Music, Amazon Music Unlimited, Apple, Apple Music, Deezer, Google, Google Play Music, Napster, Soundcloud, Spotify, Tidal, YouTube

Unlock critical media insight and intelligence for competitive advantage

Our clients have full access to all of our reports. Become a Client

Already a client? Login to read this report