Insights Report

Genre Overlap Report Australia

July, 2020 We have built this report to The report will cover: showcase the Overlap in 1. Key Findings 2. Australia vs The World audience for Music Genres 3. Demographic Overview 4. Genre Overlap in Australia.

Prepared by Audience Precision: www.audienceprecision.com Source: GlobalWebIndex 22 July 2020 Page 2 Research Methodology

Research Methodology Artists Measured in this survey

The figures in this report are from research conducted by our research provider GlobalWebIndex.

Below are the key points on the research methodology:

• Online-based syndicated research study • Measures people aged 16-64 • 46 countries • Single Source • Updated 4x per year • Representative of a country’s online population • Quotas set on age, gender, and education • Over 35,000 data points • Historical data available dating back to 2009 • Custom Recontact Survey captures detailed questions on music in five countries: Australia, Canada, Japan, UK, USA

Insights Methodology Data Timestamp Sample Size Got Questions? The insights in this report have been selected from a rule set which includes a Connect with Laura Newman combination of index and reach. March 2020 16,000 our Global Head of Research … [email protected]

Prepared by Audience Precision: www.audienceprecision.com Source: GlobalWebIndex Page 3 KEY

Summary of… Summary FINDINGS

Prepared by Audience Precision: www.audienceprecision.com Source: GlobalWebIndex Page 4 03 04 MOTOWN & 16-24 BIG BAND / SWING Are the highest indexing genres 16-24 have the most diverse in Australia. Australians are 2.5x range of music tastes out of all more likely to enjoy listening to age groups. The reach for the top Motown & 2.3x more likely to genre is only 34% compared to enjoy big band/swing compared 47% + for the other age groups. 02 to the global population REACH vs 05 PROPENSITY Among the different genres, BOLLYWOOD,FOLK, various styles of rock and the ELECTRO POP & LATIN decades tend to appear as the Are four genres that are less top reaching genres in many popular in Australia when instances. When looking at compared to the global population propensity, a more diverse picture forms.

01 06 ROCK GLOBAL COMPARISON Rock, and various sub- Australians have a stronger genres of rock, are popular affinity to decades music in Australia. While it skews than the rest of the world. older in age, it is still ‘80s and ‘90s music are the enjoyed by one quarter of top genres in Australia. Australians aged under 35. R’n’B is also popular with Rock Fans.

Key Findings

Prepared by Audience Precision: www.audienceprecision.com Source: GlobalWebIndex Page 5 AUSTRALIA VS Focus on… THE WORLD

Prepared by Audience Precision: www.audienceprecision.com Source: GlobalWebIndex Page 6 We have compared the music genres Australians enjoy listening to to the global average … Australia vs the World

Genres Enjoy Listening To #1-20 60%

50% 49% 48%

40% 36% 35% 32% 30% 30% 29% 27% 26% 25% 24% 23% 22% 21% 21% 20% 19% 19% 20% 17% 17%

10%

0%

Australia Population Global Average

Prepared by Audience Precision: www.audienceprecision.com Source: GlobalWebIndex 22 July 2020 Page 8 Australia vs the World

Genres Enjoy Listening To #21-40 60%

50%

40%

30%

20% 16% 16% 15% 15% 14% 14% 12% 12% 11% 11% 11% 10% 10% 10% 10% 10% 10% 9% 9% 9% 9%

0%

Australia Population Global Average

Prepared by Audience Precision: www.audienceprecision.com Source: GlobalWebIndex 22 July 2020 Page 9 Australia vs the World

Genres Enjoy Listening To #41-58 60%

50%

40%

30%

20%

10% 8% 8% 7% 7% 7% 6% 6% 6% 5% 5% 5% 5% 4% 4% 4% 4% 3% 2% 0%

Australia Population Global Average

Prepared by Audience Precision: www.audienceprecision.com Source: GlobalWebIndex 22 July 2020 Page 10 DEMOGRAPHIC Focus on… OVERVIEW AUSTRALIA.

Prepared by Audience Precision: www.audienceprecision.com Source: GlobalWebIndex Page 11 Let’s look at the genres each age group enjoy listening to in Australia … Let’s look at… Market Potential: 16 -24 3.2mil 6 '80s Music More likely to 4 26% l ix 54 9 2 listen to … Most enjoy '00s Music Dance EDM 22% l ix 107 ix 166 l 16% listening to… 2 33% l ix 101 7 1 4 '90s Music Pop / Top 40 Rap Electro Pop 1 34% l ix 70 5 26% l ix 96 10 ix 175 l 30% 3 ix 148 l 13% R'n'B Rap Indie Pop Dubstep 34% l ix 117 3 30% l ix 175 8 21% l ix 147 ix 156 l 10% 5 Hip-Hop Rock Indie Pop 33% l ix 135 23% l ix 65 ix 147 l 21%

Prepared by Audience Precision: www.audienceprecision.com Source: GlobalWebIndex 22 July 2020 Page 13 Let’s look at… Market Potential: 25 -34 3.6mil 6 Rock More likely to 4 32% l ix 90 9 2 listen to … Most enjoy '00s Music Rap Dubstep 24% l ix 136 ix163 l 11% listening to… 2 34% l ix 107 7 1 4 R'n'B Pop / Top 40 Emo Rock EDM 1 36% l ix 125 5 26% l ix 97 10 ix194 l 10% 3 ix142 l 14% '90s Music '80s Music Dance Hip-Hop 47% l ix 97 3 34% l ix 70 8 23% l ix 113 ix146 l 35% 5 Hip-Hop Alternative Rock Drum 'N' Bass 35% l ix 146 24% l ix 111 ix140 l 10%

Prepared by Audience Precision: www.audienceprecision.com Source: GlobalWebIndex 22 July 2020 Page 14 Let’s look at… Market Potential: 35 -44 3.3mil 6 '70s Music More likely to 4 30% l ix 85 9 2 listen to … Most enjoy '00s Music Classic Rock '90s Music 28% l ix 93 ix 120 l 58% listening to… 2 37% l ix 115 7 1 4 '80s Music Pop / Top 40 Grunge Alternative Rock 1 52% l ix 106 5 30% l ix 110 10 ix 149 l 17% 3 ix 118 l 25% '90s Music R'n'B Easy-Listening Techno 58% l ix 120 3 32% l ix 110 8 26% l ix 105 ix 120 l 10% 5 Rock Hip-Hop Hip-Hop 38% l ix 106 28% l ix 116 ix 116 l 28%

Prepared by Audience Precision: www.audienceprecision.com Source: GlobalWebIndex 22 July 2020 Page 15 Let’s look at… Market Potential: 45 -54 3.1mil 6 Easy-Listening More likely to 4 34% l ix 136 9 2 listen to … Most enjoy Rock Pop / Top 40 '80s Music 30% l ix 111 ix 147 l 71% listening to… 2 43% l ix 121 7 1 4 '90s Music '60s Music Disco '70s Music 1 56% l ix 116 5 34% l ix 130 10 ix 151 l 24% 3 ix 140 l 49% '80s Music Classic Rock Soft Rock Blues 71% l ix 147 3 40% l ix 133 8 27% l ix 136 ix 144 l 21% 5 '70s Music '00s Music Easy-Listening 49% l ix 140 32% l ix 100 ix 136 l 34%

Prepared by Audience Precision: www.audienceprecision.com Source: GlobalWebIndex 22 July 2020 Page 16 Let’s look at… Market Potential: 55 -64 2.5mil 6 Rock More likely to 4 45% l ix 127 9 2 listen to … Most enjoy Classic Rock Country '70s Music 28% l ix 136 ix 200 l 70% listening to… 2 49% l ix 163 7 1 4 '80s Music Easy-Listening '60s Music Oldies / Rock & Roll 1 67% l ix 137 5 42% l ix 167 10 ix 206 l 54% 3 ix 184 l 34% '70s Music '90s Music Soft Rock Motown 70% l ix 200 3 46% l ix 96 8 28% l ix 140 ix 190 l 20% 5 '60s Music Oldies / Rock & Roll Blues 54% l ix 206 34% l ix 184 ix 178 l 26%

Prepared by Audience Precision: www.audienceprecision.com Source: GlobalWebIndex 22 July 2020 Page 17 GENRE Focus on… OVERLAP

Prepared by Audience Precision: www.audienceprecision.com Source: GlobalWebIndex Page 18 We have selected a few genres representing a diverse cross-section of music tastes. Let’s look at the genre overlap … Let’s look at… Market Potential: Pop / Top 40 4.2mil

6 70’s Music More likely to 4 44% l ix 125 9 2 listen to … Most enjoy Rock Hip-Hop Electro Pop 36% l ix 146 ix 187 l 16% listening to… 2 47% l ix 132 7 1 4 80’s Music Classic Rock Singer 00’s Music Songwriter 63% l ix 131 42% l ix 140 ix 180 l 58% 1 5 10 ix 197 l 24% 3 Soundtracks / 90’s Music R’n’B Dance Original Scores 70% l ix 146 3 47% l ix 162 8 34% l ix 167 ix 182 l 31% 5 00’s Music Easy Listening Holiday / Christmas 58% l ix 180 41% l ix 162 ix 171 l 19%

Prepared by Audience Precision: www.audienceprecision.com Source: GlobalWebIndex 22 July 2020 Page 20 Let’s look at… Market Potential: Alternative Rock 3.4mil

6 00’s Music More likely to 4 55% l ix 170 9 2 listen to … Most enjoy Classic Rock Soft Rock Indie Rock 45% l ix 226 ix 342 l 47% listening to… 2 61% l ix 206 7 1 4 90’s Music 70’s Music Gothic Grunge 1 71% l ix 148 5 53% l ix 151 10 ix 366 l 11% 3 ix 329 l 37% Rock Hard Rock Acoustic Emo Rock 74% l ix 207 3 56% l ix 247 8 43% l ix 234 ix 334 l 18% 5 80’s Music Indie Rock Punk 68% l ix 141 47% l ix 342 ix 312 l 33%

Prepared by Audience Precision: www.audienceprecision.com Source: GlobalWebIndex 22 July 2020 Page 21 Let’s look at… Market Potential: Country 3.3mil

6 Classic Rock More likely to 4 44% l ix 149 9 2 listen to … Oldies / Rock Most enjoy Rock Folk 46% l ix 129 & Roll ix 217 l 19% listening to… 2 7 36% l ix 194 1 4 90’s Music Easy Listening Gospel Oldies / Rock & Roll ix 230 l 12% 1 57% l ix 118 5 42% l ix 167 10 3 ix 194 l 36% Holiday / ‘80s Music ‘60s Music R’n’B Christmas 36% l ix 123 62% l ix 128 3 45% l ix 171 8 ix 198 l 22% 5 70’s Music ‘00s Music Classic Soul 53% l ix 151 38% l ix 119 ix 192 l 17%

Prepared by Audience Precision: www.audienceprecision.com Source: GlobalWebIndex 22 July 2020 Page 22 Let’s look at… Market Potential: Dance 3.2mil

6 Rock More likely to 4 46% l ix 130 9 2 listen to … Most enjoy 00’s Music Disco Techno ix 313 l 26% listening to… 2 51% l ix 159 7 38% l ix 239 1 4 80’s Music Pop / Top 40 Trance Electronic / Techno ix 315 l 17% 1 58% l ix 119 5 45% l ix 167 10 3 ix 297 l 30% ‘90s Music Hip-Hop Classic Rock House 65% l ix 135 3 48% l ix 198 8 37% l ix 123 ix 308 l 33% 5 R’n’B Music ‘70s Music EDM 52% l ix 179 41% l ix 115 ix 285 l 28%

Prepared by Audience Precision: www.audienceprecision.com Source: GlobalWebIndex 22 July 2020 Page 23 Let’s look at… Market Potential: Easy Listening 3.9mil

6 00’s Music More likely to 4 48% l ix 147 9 2 listen to … Singer / Classic Rock Most enjoy Pop / Top 40 Songwriter listening to… 2 53% l ix 178 7 43% l ix 162 1 ix 233 l 28% 4 Big Band / 90’s Music Ambient 60’s Music Swing 68% l ix 141 ix 240 l 14% 1 5 47% l ix 179 10 3 ix 231 l 17% 80’s Music Rock Oldies / Motown 73% l ix 151 53% l ix 149 Rock & Roll ix 233 l 24% 3 8 41% l ix 219 5 70’S Music Soft Rock Classic Soul 60% l ix 170 44% l ix 217 ix 226 l 20%

Prepared by Audience Precision: www.audienceprecision.com Source: GlobalWebIndex 22 July 2020 Page 24 Let’s look at… Market Potential: Hard Rock 3.5mil

6 70’s Music More likely to 4 55% l ix 156 9 2 listen to … Most enjoy Classic Rock 60’s Music Heavy Metal listening to… 2 60% l ix 199 7 43% l ix 163 1 ix 343 l 55% 4 80’s Music Alternative Gothic Grunge 65% l ix 135 Rock ix 359 l 10% ix 319 l 36% 1 5 53% l ix 247 10 3 Rock Heavy Metal Soft Rock Death Metal 73% l ix 205 3 55% l ix 343 8 41% l ix 203 ix 323 l 17% 5 90’s Music 00’s Music Punk 64% l ix 132 44% l ix 136 ix 292 l 31%

Prepared by Audience Precision: www.audienceprecision.com Source: GlobalWebIndex 22 July 2020 Page 25 Let’s look at… Market Potential: Hip-Hop 3.8mil

6 Rock More likely to 4 43% l ix 122 9 2 listen to … Most enjoy 80’s Music 70’s Music Dubstep listening to… 2 50% l ix 103 7 33% l ix 95 1 ix 234 l 15% 4 90’s Music Dance Rap Funk 1 61% l ix 128 5 41% l ix 198 10 ix 292 l 51% 3 ix 225 l 17% R’n’B 00’s Music Classic Rock Drum ‘N’ Bass 64% l ix 221 3 49% l ix 153 8 33% l ix 109 ix 229 l 17% 5 Rap Pop / Top 40 R’n’B 51% l ix 292 39% l ix 146 ix 221 l 64%

Prepared by Audience Precision: www.audienceprecision.com Source: GlobalWebIndex 22 July 2020 Page 26 Let’s look at… Market Potential: R’n’B 4.6mil

6 Pop / Top 40 More likely to 4 43% l ix 162 9 2 listen to … Most enjoy 00’s Music Dance Hip-Hop listening to… 2 53% l ix 163 7 37% l ix 179 1 ix 221 l 54% 4 80’s Music Rap Rap Reggae / Ska 1 56% l ix 115 5 39% l ix 223 10 ix 223 l 39% 3 ix 202 l 18% 90’s Music Rock Classic Rock Soul 66% l ix 138 3 48% l ix 134 8 37% l ix 123 ix 215 l 26% 5 Hip-Hop 70’s Music Funk 54% l ix 221 38% l ix 108 ix 198 l 15%

Prepared by Audience Precision: www.audienceprecision.com Source: GlobalWebIndex 22 July 2020 Page 27 Let’s look at… Market Potential: Rock 5.6mil

6 Hard Rock More likely to 4 46% l ix 205 9 2 listen to … Most enjoy 70’s Music Soft Rock Soft Rock listening to… 2 56% l ix 158 7 41% l ix 206 1 ix 206 l 41% 4 Alternative 90’s Music Alternative Punk Rock 68% l ix 142 Rock ix 202 l 21% 1 5 45% l ix 207 10 ix 207 l 45% 3 80’s Music 00’s Music R’n’B Hard Rock 70% l ix 145 3 48% l ix 149 8 39% l ix 134 ix 205 l 46% 5 Classic Rock 60’s Music Classic Rock 60% l ix 202 42% l ix 161 ix 202 l 60%

Prepared by Audience Precision: www.audienceprecision.com Source: GlobalWebIndex 22 July 2020 Page 28 Let’s look at… Market Potential: Rap 2.7mil

6 Rock More likely to 4 47% l ix 132 9 2 listen to … Most enjoy 00’s Music Classic Rock Hip-Hop listening to… 2 52% l ix 160 7 35% l ix 117 1 ix 292 l 71% 4 R’n’B Dance Reggaeton Drum ’N’ Bass 1 65% l ix 223 5 40% l ix 195 10 ix 314 l 11% 3 ix 261 l 19% Hip-Hop 80’s Music 70’s Music Dubstep 71% l ix 292 3 50% l ix 103 8 34% l ix 98 ix 290 l 19% 5 90’s Music Pop / Top 40 Techno 62% l ix 129 38% l ix 143 ix 259 l 22%

Prepared by Audience Precision: www.audienceprecision.com Source: GlobalWebIndex 22 July 2020 Page 29 Let’s look at… Market Potential: Grunge 1.7mil

6 Classic Rock More likely to 4 57% l ix 192 9 2 listen to … Most enjoy Rock 00’s Music Punk listening to… 2 70% l ix 198 7 52% l ix 160 1 ix 452 l 47% 4 90’s Music Heavy Metal Gothic Death Metal 1 71% l ix 148 5 56% l ix 350 10 ix 523 l 15% 3 ix 426 l 23% Hard Rock 80’s Music Indie Rock Emo Rock 72% l ix 319 3 63% l ix 131 8 50% l ix 362 ix 429 l 23% 5 Alternative 70’s Music Indie Rock Rock 53% l ix 151 ix 362 l 50% 71% l ix 329

Prepared by Audience Precision: www.audienceprecision.com Source: GlobalWebIndex 22 July 2020 Page 30 Let’s look at… Market Potential: Jazz 2.3mil

6 Blues More likely to 4 50% l ix 337 9 2 listen to … Most enjoy Rock Easy-Listening Soul listening to… 2 53% l ix 148 7 43% l ix 171 1 ix 350 l 42% 4 90’s Music 60’s Music Big Band / Swing Classic Soul 1 58% l ix 121 5 47% l ix 180 10 ix 385 l 29% 3 ix 345 l 30% 80’s Music Classic Rock Soul Latin 60% l ix 124 3 51% l ix 171 8 42% l ix 350 ix 347 l 20% 5 70’s Music R’n’B Blues 53% l ix 151 43% l ix 150 ix 337 l 50%

Prepared by Audience Precision: www.audienceprecision.com Source: GlobalWebIndex 22 July 2020 Page 31 Let’s look at… Market Potential: House 1.7mil

6 Rock More likely to 4 52% l ix 145 9 2 listen to … Most enjoy 00’s Music Pop / Top 40 Techno listening to… 2 56% l ix 173 7 43% l ix 161 1 ix 480 l 41% 4 Dance Hip-Hop Trance Electronic / 64% l ix 308 51% l ix 210 ix 515 l 28% Techno 1 5 10 3 ix 443 l 44% 90’s Music R’n’B EDM Dubstep 64% l ix 134 3 53% l ix 183 8 43% l ix 439 ix 455 l 30% 5 Electronic / 80’s Music EDM Techno ix 439 l 43% 56% l ix 116 44% l ix 443

Prepared by Audience Precision: www.audienceprecision.com Source: GlobalWebIndex 22 July 2020 Page 32 Let’s look at… Market Potential: Latin 914k

6 Jazz More likely to 4 52% l ix 347 9 2 listen to … Most enjoy Rock Dance Reggaeton listening to… 2 54% l ix 152 7 49% l ix 237 1 ix 668 l 24% 4 80’s Music Classic Rock Salsa Ambient 1 64% l ix 133 5 51% l ix 170 10 ix 1,028 l 43% 3 ix 463 l 28% Bhangra / R’n’B 00’s Music 90’s Music Bollywood 65% l ix 135 3 54% l ix 185 8 48% l ix 148 ix 600 l 12% 5 70’s Music 60’s Music World 55% l ix 157 49% l ix 187 ix 456 l 26%

Prepared by Audience Precision: www.audienceprecision.com Source: GlobalWebIndex 22 July 2020 Page 33 Let’s look at… Singer / Songwriter Market Potential: 1.9mil 6 Classic Rock More likely to 4 62% l ix 206 9 2 listen to … Most enjoy 70’s Music Soft Rock Classic Soul listening to… 2 64% l ix 183 7 55% l ix 276 1 ix 347 l 31% 4 Big Band / 80’s Music Easy-Listening Folk Swing ix 363 l 31% 1 75% l ix 155 5 59% l ix 233 10 3 ix 319 l 24% Alternative 90’s Music 00’s Music Ambient Rock 62% l ix 192 ix 319 l 19% 75% l ix 157 3 8 54% l ix 250 5 Rock Acoustic Motown 68% l ix 191 57% l ix 305 ix 312 l 32%

Prepared by Audience Precision: www.audienceprecision.com Source: GlobalWebIndex 22 July 2020 Page 34 Let’s look at… Market Potential: Heavy Metal 2.5mil

6 Alternative More likely to Rock 4 54% l ix 249 9 2 listen to … Most enjoy 80’s Music 60’s Music Gothic listening to… 2 58% l ix 120 7 40% l ix 151 1 ix 459 l 13% 4 Rock 70’s Music Death Metal Grunge 1 69% l ix 193 5 49% l ix 141 10 ix 495 l 26% 3 ix 350 l 39% Hard Rock Classic Rock Grunge Emo Rock 77% l ix 343 3 55% l ix 183 8 39% l ix 350 ix 364 l 19% 5 90’s Music 00’s Music Punk 59% l ix 122 42% l ix 132 ix 345 l 36%

Prepared by Audience Precision: www.audienceprecision.com Source: GlobalWebIndex 22 July 2020 Page 35 Let’s look at… Market Potential: Indie Pop 2.2mil

6 Rock More likely to 4 58% l ix 163 9 2 listen to … Most enjoy 80’s Music R’n’B Music Emo Rock listening to… 2 60% l ix 123 7 48% l ix 166 1 ix 341 l 18% 4 Indie Rock Acoustic Indie Rock Funk 1 61% l ix 442 5 49% l ix 265 10 ix 442 l 61% 3 ix 320 l 24% 90’s Music 00’s Music 70’s Music Electro Pop 65% l ix 136 3 58% l ix 181 8 46% l ix 131 ix 333 l 28% 5 Alternative Classic Rock Ambient Rock 60% l ix 278 49% l ix 164 ix 320 l 19%

Prepared by Audience Precision: www.audienceprecision.com Source: GlobalWebIndex 22 July 2020 Page 36 Let’s look at… Soundtracks / Original Score Market Potential: 2.7mil 6 00’s Music More likely to 4 56% l ix 175 9 2 listen to … Singer / Classic Rock Most enjoy 60’s Music Songwriter 58% l ix 194 47% l ix 181 listening to… 2 7 1 ix 296 l 36% 4 Big Band / Classical & 80’s Music Easy-Listening Swing Opera 1 73% l ix 150 5 53% l ix 209 10 ix 309 l 23% 3 ix 258 l 26% 90’s Music 70’s Music Soft Rock Ambient 73% l ix 151 3 57% l ix 163 8 46% l ix 229 ix 294 l 18% 5 Rock Pop / Top 40 Classic Soul 61% l ix 171 49% l ix 182 ix 257 l 23%

Prepared by Audience Precision: www.audienceprecision.com Source: GlobalWebIndex 22 July 2020 Page 37 Let’s look at… Market Potential: ’90s Music 7.5mil

6 R’n’B More likely to 4 40% l ix 138 9 2 listen to … Most enjoy Rock Easy-Listening 80’s Music listening to… 2 50% l ix 142 7 35% l ix 141 1 ix 160 l 78% 4 00’s Music Pop / Top 40 00’s Music Funk 1 60% l ix 187 5 39% l ix 146 10 ix 187 l 60% 3 ix 156 l 12% Singer Classic Rock Alternative 80’s Music Songwriter 78% l ix 160 43% l ix 144 Rock 3 8 32% l ix 148 ix 157 l 19% 5 70’s Music 60’s Music Classic Soul 52% l ix 147 37% l ix 141 ix 155 l 14%

Prepared by Audience Precision: www.audienceprecision.com Source: GlobalWebIndex 22 July 2020 Page 38 Let’s look at… Market Potential: Disco 2.5mil

6 Dance More likely to 4 49% l ix 239 9 2 listen to … Most enjoy Rock Easy-Listening Motown listening to… 2 55% l ix 154 7 46% l ix 182 1 ix 282 l 29% 4 90’s Music 00’s Music Funk Latin 1 69% l ix 143 5 48% l ix 147 10 ix 294 l 22% 3 ix 263 l 15% 80’s Music Classic Rock Pop / Top Salsa 74% l ix 153 50% l ix 167 40 ix 268 l 11% 3 8 45% l ix 168 5 70’s Music 60’s Music Classic Soul 62% l ix 175 47% l ix 180 ix 262 l 23%

Prepared by Audience Precision: www.audienceprecision.com Source: GlobalWebIndex 22 July 2020 Page 39 Thank you Reach out if you have any questions [email protected]