US millennial snapshot A looming generational blind spot
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20,000 foot view: In the US, are the music industry’s most valuable segment. Yet their relationship with streaming is tenuous. Streaming is not meeting these consumers’ need for a more social, less algorithm-driven experience. What is more, they appear most likely to give their subscriptions up. Their behaviour contrasts with that of who spend nearly twice as much time streaming, but are less likely to listen to playlists and full albums, and also slightly less likely to want a more social streaming experience. These insights give record labels perspective on what audiences are being attracted by each streaming service. Streaming services can either repair their relationship with focus on building for the next generation, or attempt at both.
Key insights
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are the largest US consumer base by age, and also contain the largest share of music aficionados
- TIDAL is most dependent on who make of its userbase, followed by Music, with
- Spotify is Gen Z audiences, as of weekly active user (WAU) base but lags with who make spend a weekly average of hours streaming music, the lowest of any age segment under and a stark contrast with hours weekly of would give up music rather than TV and film, and are considering cancelling standalone entertainment subscriptions in favour of bundles are more than twice as likely to stream stations and radio monthly as
- Most would a less algorithm-driven, more social experience, and struggle to navigate vast volume of music on
- Streaming services court by meeting their needs human curation and connection
- Streaming services build for the next generation listeners by focusing on giving control over their experience and cultural moments on-platform
- Apple Music well-positioned to build for and for while a TikTok streaming could serve both
Companies and brands mentioned in this report: Amazon Fire, Amazon Prime, Amazon Prime Music, Apple Music, Apple Music Apple One, Apple TV+, Beats One, Beyonce, ByteDance, Deezer, Jay-Z, SoundCloud, Spotify, TIDAL, TikTok, Verizon, YouTube, YouTube Music
Methodology statement: For the purposes of this report, the term ‘millennials’ is used primarily to focus on our age bracket, with a particular view through the lens of ‘young millennials’, as the age bracket ecompasses the ‘older millennial’ segment and some of Gen X. Likewise, Gen Z is represented by our age bracket, which is also split into younger and older (20-24-years-old) brackets. We are also mindful that these age brackets do not map perfectly to typical generational age markers, but the age bands are consistent with previous MIDiA reports.