INSIGHTS 2019
Music streaming, podcast & radio
US UK Germany Denmark Sweden Norway Finland 2 AudienceProject Insights 2019 05 Editorial
07 Music streaming
CONTENTS 19 Podcast
25 Radio
31 About the study
AudienceProject Insights 2019 3 4 AudienceProject Insights 2019 Music streaming has become mainstream
Half of the online population is now streaming music
The music streaming industry continues to rise in the US, UK and Nordic countries, where around half of the online population is now streaming music. Among the different services available, Spotify dominates the market in all countries but the US, where YouTube is more popular. Interestingly, the number of Spotify Premium users has now surpassed the number of Spotify Free users in all countries but the US, reinforc- EDITORIAL ing the idea that people are willing to pay for control and to avoid ads while consuming streaming services.
Although music streaming has become mainstream, people are still lis- tening to the radio. As a matter of fact, radio is still hugely popular in all countries, particularly among the older generations. Finally, when look- ing at new trends in the industry, and thus new advertising opportuni- ties, podcast is surely an interesting topic. The medium is growing, and in all countries, around a quarter of the online population is listening to podcasts, making podcast advertising more relevant than ever.
So, where can you better reach your audience? In the following pages, you can learn more about music streaming, podcast and radio habits in the US, UK, Germany and the Nordics. Tune in, and enjoy!
Martyn Bentley Commercial Director, UK @ AudienceProject
AudienceProject Insights 2019 5 6 AudienceProject Insights 2019 MUSIC STREAMING
Around half of the online population is streaming or downloading music. In all countries but the US, Spotify dominates the market, where its premium service is outweighing its free version.
AudienceProject Insights 2019 7 Around half of the online population stream music
[ How many stream or download music on a weekly basis? ]
US UK Germany Stream or download music
Don’t stream or download music 60% 60% 47% 47% stream or 37% stream or 51% N/A download music 3% download music 2%
? Don’t know
Denmark Sweden Norway Finland
42% 42% 58% 58% 60% 60% 53% 53% stream or 57% stream or 39% stream or 39% stream or 44% download music 1% download music 3% download music 1% download music 3%
8 AudienceProject Insights 2019 US Younger people most likely to stream music UK Germany Denmark [ How many stream or download music on a weekly basis? ] Sweden Norway Finland
91%
82% 77% 77% 79% 79% 74% 70% 69% 68% 66% 64% 66% 64% 61% 57% 55% 51% 53% 45% 45% 41% 42% 38% 34% 34% 29% 29% 23% 23%
N/A N/A N/A N/A N/A 15-25 26-35 36-45 46-55 56+
AudienceProject Insights 2019 9 More than one in ten are pure streamers
[ How many don’t listen to radio but stream or download music? ]
US UK Germany Don’t listen to radio
Don’t listen to radio but stream or download music 24% 12% 60% 28% 12% 47% N/A N/A N/A
Stream or download music
Denmark Sweden Norway Finland
25% 12% 42% 27% 16% 58% 24% 15% 60% 26% 15% 53%
10 AudienceProject Insights 2019 AudienceProject Insights 2019 11 YouTube is the most popular streaming service in the US
[ Which streaming and downloading services do Americans use to listen to music? ]
YouTube 51%
Pandora Music 41%
Premium 19% Free 22% Spotify 41%
Amazon Music 27%
iTunes 24%
Apple Music 21%
Google Play 17%
SoundCloud 12%
Tidal 3%
Napster 2%
Deezer 1%
... Other 8% Note: The figures represent the streaming and downloading services that are used by the ones who have used a streaming or downloading service to listen to music within the last week
12 AudienceProject Insights 2019 Spotify is the most popular streaming service in the UK
[ Which streaming and downloading services do Britons use to listen to music? ]
Premium 33% Free 22% Spotify 55%
YouTube 51%
Amazon Music 21%
iTunes 17%
Apple Music 15%
Google Play 10%
SoundCloud 9%
Deezer 5%
Napster 1%
... Other 4%
Note: The figures represent the streaming and downloading services that are used by the ones who have used a streaming or downloading service to listen to music within the last week
AudienceProject Insights 2019 13 Spotify is by far the most popular streaming service in Denmark
[ Which streaming and downloading services do Danes use to listen to music? ]
Premium 35% Free 20% Spotify 55%
YouTube 31%
YouSee Musik 18%
Telmore Musik 8%
iTunes 5%
SoundCloud 5%
Apple Music 4%
Google Play 3%
Tidal 1%
Deezer 1%
... Other 4%
Note: The figures represent the streaming and downloading services that are used by the ones who have used a streaming or downloading service to listen to music within the last week
14 AudienceProject Insights 2019 Spotify is by far the most popular streaming service in Sweden
[ Which streaming and downloading services do Swedes use to listen to music? ]
Premium 72% Free 15% Spotify 87%
YouTube 38%
iTunes 5%
SoundCloud 5%
Apple Music 3%
Google Play 3%
Deezer 2%
Tidal 1%
... Other 3%
Note: The figures represent the streaming and downloading services that are used by the ones who have used a streaming or downloading service to listen to music within the last week
AudienceProject Insights 2019 15 Spotify is by far the most popular streaming service in Norway
[ Which streaming and downloading services do Norwegians use to listen to music? ]
Premium 68% Free 12% Spotify 80%
YouTube 41%
iTunes 7%
Tidal 7%
Apple Music 6%
SoundCloud 4%
Google Play 3%
... Other 2%
Note: The figures represent the streaming and downloading services that are used by the ones who have used a streaming or downloading service to listen to music within the last week
16 AudienceProject Insights 2019 Spotify is the most popular streaming service in Finland
[ Which streaming and downloading services do Finns use to listen to music? ]
Premium 44% Free 25% Spotify 69%
YouTube 44%
iTunes 5%
SoundCloud 5%
Deezer 3%
Google Play 3%
Apple Music 2%
Amazon Music 1%
... Other 5%
Note: The figures represent the streaming and downloading services that are used by the ones who have used a streaming or downloading service to listen to music within the last week
AudienceProject Insights 2019 17 18 AudienceProject Insights 2019 PODCAST
Podcasts are about to become mainstream. The medium is growing in popularity - especially among the younger generations and in the US and Sweden in general, where more than a quarter of the online population is listening to podcasts.
AudienceProject Insights 2019 19 Around a quarter of the online population listen to podcasts
[ How many listen to podcasts on a weekly basis? ]
US UK Germany Listen to podcasts
Don’t listen to podcasts 29% 29% 21% 21% 13% 13% listen 69% listen 78% listen 80% to podcasts 2% to podcasts 2% to podcasts 6%
? Don’t know
Denmark Sweden Norway Finland
23% 23% 27% 27% 23% 23% 16% 16% listen 76% listen 71% listen 76% listen 80% to podcasts 1% to podcasts 2% to podcasts 1% to podcasts 4%
20 AudienceProject Insights 2019 US Younger people most likely to listen to podcasts UK Germany Denmark [ How many listen to podcasts on a weekly basis? ] Sweden Norway Finland
46% 45% 43% 39% 39% 37% 36% 37% 32% 30% 30% 31% 27% 25% 23% 24% 24% 21% 21% 20% 18% 19% 18% 16% 17% 16% 14% 11% 11% 11% 9% 8% 7% 7% 6%
15-25 26-35 36-45 46-55 56+
AudienceProject Insights 2019 21 Few people only listen to podcasts
[ How many don’t listen to radio but listen to podcasts? ]
US UK Germany Don’t listen to radio
Don’t listen to radio but listen to podcasts 24% 6% 29% 28% 5% 21% 25% 2% 13%
Listen to podcasts
Denmark Sweden Norway Finland
25% 8% 23% 27% 9% 27% 24% 7% 23% 26% 4% 16%
22 AudienceProject Insights 2019 AudienceProject Insights 2019 23 24 AudienceProject Insights 2019 RADIO
Radio is still popular - but mostly among the older generations. While people in the US tend to listen to commercial radio stations, the trend is reversed in Denmark, where more than half of the radio listeners are only listening to public service radio, with the UK, Germany and the rest of the Nordics somewhere in between.
AudienceProject Insights 2019 25 Three quarters of the online population listen to radio
[ How many listen to radio on a weekly basis? ]
US UK Germany Listen to radio
Don’t listen to radio 76% 76% 72% 72% 75% 75% listen 24% listen 28% listen 25% to radio 1% to radio 0% to radio 1%
? Don’t know
Denmark Sweden Norway Finland
75% 75% 73% 73% 76% 76% 74% 74% listen 25% listen 27% listen 24% listen 26% to radio 0% to radio 1% to radio 0% to radio 1%
26 AudienceProject Insights 2019 Around half of the online population listen to radio on commercial radio stations
[ How many listen to radio on commercial radio stations on a weekly basis? ]
US UK Germany Listen to radio on commercial radio stations
Don’t listen to radio on commercial radio stations 62% 62% 47% 47% 48% 48% listen to radio 37% listen to radio 52% listen to radio 50% on commercial 1% on commercial 1% on commercial 2% radio stations radio stations radio stations
? Don’t know
Denmark Sweden Norway Finland
33% 33% 44% 44% 52% 52% 59% 59% listen to radio 66% listen to radio 53% listen to radio 47% listen to radio 40% on commercial 2% on commercial 2% on commercial 1% on commercial 1% radio stations radio stations radio stations radio stations
AudienceProject Insights 2019 27 US Older people most likely to listen to radio UK Germany Denmark [ How many listen to radio on a weekly basis? ] Sweden Norway Finland
83% 83% 85% 85% 79% 79% 79% 80% 81% 81% 79% 80% 77% 76% 78% 78% 78% 75% 73% 75% 75% 74% 70% 69% 67% 66% 67% 67% 64% 63% 63% 65% 59% 55% 50%
15-25 26-35 36-45 46-55 56+
28 AudienceProject Insights 2019 Many people only listen to radio on non-commercial radio stations
[ How many only listen to radio on commercial and non-commercial radio stations ? ]
US UK Germany Only listen to radio on commercial radio stations
Listen to radio on both commercial and non-commercial radio stations 50% 37% 13% 29% 38% 32% 34% 33% 33%
Only listen to radio on non-commercial radio stations
Denmark Sweden Norway Finland
18% 27% 55% 26% 37% 36% 36% 35% 29% 48% 34% 18%
AudienceProject Insights 2019 29 30 AudienceProject Insights 2019 Methodology
The study is a part of AudienceProject Insights 2019. Data is collected through online surveys done in Q4 2018. The respondents have been selected from our Nordic, German, UK and US panels consisting of more than 1.5 million panelists and weighed to achieve representativity on the approximately 14.000 respon- dents who completed the survey.
ABOUT THE Editor & Data About AudienceProject Rune Werliin [email protected] AudienceProject is a technology-based +45 60 17 77 76 STUDY market research company founded in Text & Design Denmark and operational worldwide. Martin Kokholm Based on its proprietary tech stack and [email protected] more than 1.5 million panelists world- +45 25 61 32 19 wide, AudienceProject helps brands, agencies and publishers identify, target Contact and validate audiences. [email protected]
Website www.audienceproject.com
Twitter @Audience_P #apinsights2019
AudienceProject Insights 2019 31