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Genre Overlap Report Australia

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Genre Overlap Report Australia 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%
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