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US Music Consumer Deep Dive The Growing Impact Of Free

Report by Tim Mulligan
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The 20,000 Foot View

The world’s largest music market continues to set the pace for digital music adoption among the large music markets. Tech savvy young Americans are increasingly embracing consumption over ownership models and in turn are helping change the revenue landscape. However a closer look at the market reveals the ever important role of radio and also the stubborn persistence of CD sales as a key part of the revenue mix.

Key Findings

  • Radio remains the main music discovery platform among US consumers with        penetration compared to        for online music video
  • As many US consumers now stream music for free as pay to download 
  • Music subscriptions remain a relatively niche early adopter activity with only        of US consumers signed up, of whom        are male and nearly three quarters are under       
  •        of US consumers say they do not need to pay for streaming as they get all they need for free from YouTube
  • Only        of US consumers have tried a subscription trial indicating both growth potential and the need for more robust marketing efforts
  • Mobile music apps remain dominated by unlicensed offerings

Companies mentioned in this report: Spotify, Pandora, Apple, YouTube, Rhapsody, Beats Music, Google, Facebook

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