Music Genres: How different fans consume music
August 2016 MUSIC BIZCONSUMER INSIGHTS // MUSIC GENRES
Contents 20 26 38 42 10 8 6 4 Section 6:BrandAdvocacy Section 5:SocialMediaUsage Section 4:MusicDiscovery&Spending Section 3:MusicConsumption Section 2:ToplineData:GenresLiked Section 1:Sample Fan Personas Music Genres:HowDifferentFansConsume MUSIC BIZ CONSUMER INSIGHTS // MUSIC GENRES 5 MUSIC GENRES: HOW DIFFERENT FANS CONSUME MUSIC
Many music consumers today, particularly younger generations, are genre agnostic. With better access to a wider range of music than ever before, they aren’t limited to what they want to listen to. Social identity (i.e. being a Punk, Goth etc.) is becoming less restrictive musically.
For example, today, a punk only listening to punk This report first identifies different music fans and music and nothing else is becoming increasingly then measures their behavior in relation to music less common. ‘Being cool’ these days is more listening, spending and discovery - helping to build about finding the latest, greatest and most a bigger and more detailed picture of how different interesting music, no matter the genre or era, and fans consume music. sharing it with friends, before they can share it with you.
As consumers are harder to group by genre, profiling music fans, and creating reliable actionable insights that inform advertising imagery and messaging becomes difficult - how do you identify and market to an audience with such diverse tastes and interests? MUSIC BIZ CONSUMER INSIGHTS // MUSIC GENRES 7 PERSONAS
Our data revealed the following archetypes for five core musical genres
MARY-ANN JESSICA BRAD OZZY CAMERON COUNTRY FAN POP FAN DANCE FAN ROCK FAN HIP-HOP FAN
GENDER Female Female Male Male Male
AGE 45+ 15–44 15–34 35+ 15–34
LISTENS TO FM/AM Radio On-demand streaming/Downloads Spotify & YouTube CDs Spotify & Pandora
LISTENS ON FM/AM Receiver Laptops Desktop & Smartphones CD Players, standalone & in-car Smartphones
SOCIAL PLATFORM Facebook Facebook & Twitter Snapchat, YouTube & Instagram Facebook & YouTube Instagram & YouTube
ADVOCATES Wal-mart Target Microsoft Samsung Google Walt Disney Apple Sony Rolling Stone Nike Chevrolet Amazon Playstation Coca-Cola Adidas MUSIC BIZCONSUMER INSIGHTS
SECTION 1:
Sample // MUSIC GENRES SAMPLE REGION GENDER All respondentshadonlineaccess. sample oftheUSpopulation. A statisticallyanddemographicallyrepresentative 3014 Respondents WEST SOUTH MIDWEST NORTHEAST Male 51 49 24% 20% 35% 21% Female INCOME AGE $50K to$74,999K $35K to$49,999K $25K to$34,999K $75K to$99,999K $15K to$24,999K >$100K < $15K 20-24 55-64 35-44 45-54 25-34 15-19 65+ 9% 9% 11% 11% 15% 12% 16% 16% 14% 17% 15% 15% 18% 22% 9 MUSIC BIZCONSUMER INSIGHTS
SECTION 2:
Topline Data: // MUSIC GENRES Genres Liked LEADS THEPACK CLASSIC ROCK Base: 3014Respondents Which ofthefollowing typesofmusicdoyougenerally like? Total Sample Classic Rockwasthemostpopularat45%. Hip-Hop satin8thplaceat 22% Pop musiccame4that36% Out ofallthegenrestested,
Country andWesterncame6that30%. Classic 80s/90sandRockmusic Classical musiccame9th at 21%
followed, bothat40%. 11 MUSIC BIZ CONSUMER INSIGHTS // MUSIC GENRES 13 CLASSIC ROCK LEADS THE PACK
FAVORITE GENRES (%) Six genres led the survey while three stood out with Country & Western in sixth place represents 40% or more listeners citing them as preferred an opportunity, albeit a difficult one, to move genres – Classic Rock (45%), Classic 80s/90s casual listeners with potential high value over (40%) and Rock ‘n’ Roll (40%).These top three to streaming services and digital consumption, 45 represented a broad spread of listeners, with while Dance Music and Hip-Hop were the stellar traditional channels like radio playing an important digital performers, carving the path for the next 40 40 part in listening and driving popularity. generation of listeners.
36 Pop Music was the ‘transitional genre’ in fourth Genre homogenisation and agnosticism was 35 place – skewing younger than the top three – and evident, with a broad spread of popularity across showing a combination of forward looking digital the leading genres. Hip-Hop and Dance Music 30 behaviour and traditional listening via AM/FM appeared to be punching below their weight in radio and CD. This will be the key genre driving popularity as standalone genres, but we believe mainstream listening into lean back and lean elements of these two and other genres like EDM or 24 22 forward streaming in the next few years. R’n’B would have been classed under Pop by many 21 respondents. 19 19 18 17 17 17 17 16 16 15 15 15 14 14 12 12 12 12 10 10 10 10 10 9 9 9 8 8 8 8 8 7 6 6 6 6 5 5 4 4 4 3 3 2 1 Folk Pop Soul Jazz Funk Latin Rock Blues Metal Disco Celtic Drum World Opera Ragga Dance House Garage Grunge Techno Dubstep Bhangra Classical New Age Bluegrass Breakbeat Bollywood Alt Country Bass Music Nu-country Soundtrack Chart Music Gothic Rock Rock ‘n’ Roll Classic Rock Instrumental Hip-Hop/Rap Alternative Pop Classic 80s/90s Punk/New Wave Christian/Gospel Classic 70s Disco None of the above Singer/Songwriter Country & Western Electronic/Ambient Easy Listening/MOR Classic 60s/70s Soul Show Music/Musicals Indie/Alternative Rock Electronic Dance/EDM
Prog/Progressive Rock Which of the following types of music do you generally like? Reggae/Dancehall/Soca Base: 3014 Respondents RnB (Rhythm & Blues) / Urban MUSIC BIZ CONSUMER INSIGHTS // MUSIC GENRES 15 MALES LIKE ROCK, OLDER FANS PREFER FEMALES LIKE POP ROCK, COUNTRY AND SOUL
Total sample Total sample
Out of the top genres, Females were more likely to say that they enjoy Pop, Classic Older age groups preferred, and over-indexed on, Classic Rock, Classic 80s/90s, 80s/90s and Country & Western, Classical, Christian Gospel and Alternative pop. Rock ’n’ Roll, Country & Western, and Classic 60s/70s Soul.
Males were more likely to select Rock, Classic Rock, and Rock’n’Roll, Younger generations, meanwhile, under-indexed on liking genres preferred by older generations (see above), instead opting to listen to: Pop music, Hip-Hop/ GENRES BY GENDER (%) Rap, Alternative pop and Indie/Alternative Rock.
47 GENRES BY AGE (%) 45 43 43 43 40 40 42 37 37 36 29
59 56 53 54 49 48 45 46 44 43 47 47 45 37 40 40 43 40 40 40 38 34 32 34 36 26 27 26 23 21 24 Classic Rock Classic 80s/90s Rock 'n' Roll Pop 16
35 38 34 31 30 26 26 Classic Rock Classic 80s/90s Rock 'n' Roll Pop 24 21 22 23 22
42 42 43 37 37 41 37 41 38 35 32 35 32 34 27 30 29 28 27 20 21 23 24 21 22 18 16 15 7 10 7 Rock Country & Western Classic 60s/70s Soul Hip-Hop/Rap 2
Rock Country & Western Classic 60s/70s Soul Hip-Hop/Rap 20 23 26 21 21 19 12 19 16 17 18 17 31 27 30 30 27 28 30 27 21 24 25 22 16 17 17 20 20 19 16 18 19 19 18 17 17 11 12 10 14 10 4 4
Classical Christian / Gospel Alternative pop Indie/Alternative Rock Classical Christian / Gospel Alternative pop Indie/Alternative Rock
TOTAL MALE FEMALE TOTAL 15-19 20-24 25-34 35-44 45-54 55-64 65+
Which of the following types of music do you generally like? Which of the following types of music do you generally like? Base: 3014 Respondents Base: 3014 Respondents MUSIC BIZ CONSUMER INSIGHTS // MUSIC GENRES 17 GENRE DEFINITIONS
For the rest of the report, COUNTRY NET we have aggregated our Country, Country & Western, AltCountry, extensive genre list into Nu Country and Bluegrass 5 main categories: Pop, POP NET Pop music, Alternative Pop Dance, Rock, Hip-Hop and and Chart Music Country, for the purpose of DANCE NET comparison. Electronic Dance EDM, Electronic/ Ambient, House, Techno, Drum’n’Bass, Dubstep, Bass Music, Breakbeat and They are defined by and Garage include the following: ROCK NET Classic rock, Rock, Indie/Alternative Rock, Prog/Progressive Rock, Gothic Rock, Metal, Grunge and Punk/New Wave
HIP-HOP NET Hip-Hop/Rap and RnB (Rhythm & Blues) /Urban MUSIC BIZ CONSUMER INSIGHTS // MUSIC GENRES 19 ROCK & COUNTRY SKEW OLD; POP, DANCE & HIP-HOP SKEW YOUNG
Total Sample Total Sample
Looking at the genre categories, Rock and Country were popular amongst the older age groups. Breaking down the fans of each genre by age, it is evident that Country fans were mainly older By contrast, younger age groups under-indexed on Rock and Country, instead opting for Hip-Hop, respondents (56% were 45+), whilst Pop, Dance and Hip-Hop fans were mostly younger respondents. Dance and Pop.
GENRES LIKED BY AGE (%) AGE BREAKDOWN BY GENRE NETS (%)
73 70 TOTAL 67 18% 33% 33% 16% 65 65 62 60 58 57 54 COUNTRY % % % % 52 12 32 36 20 50 51 47 4748 45 44 43 POP 40 41 414140 % % % % 3938 24 40 29 7 32 32 29 30 30 DANCE % % % 5% 24 29 48 18 22 22 19 18 15 12 ROCK % % % % 11 15 34 37 14 7
HIP-HOP 28% 44% 22% 6% Rock NET Pop NET Country NET Hip-Hop NET Dance NET
TOTAL 15-19 20-24 25-34 35-44 45-54 55-64 65+ 15-24 25-44 45-64 65+
Which of the following music do you generally like? Which of the following music do you generally like? Age breakdown of: 1217 Country fans, 1299 Pop fans, 734 Dance fans, 1987 Rock fans and 892 Hip-Hop fans Age breakdown of: 1217 Country fans, 1299 Pop fans, 734 Dance fans, 1987 Rock fans and 892 Hip-Hop fans MUSIC BIZCONSUMER INSIGHTS
SECTION 3:
Music // MUSIC GENRES Consumption DIGITAL LISTENERS FANS AREEAGER HIP-HOP &DANCE the US. as welloneofthehighest grossinglivegenresin Harris andTiestoisnow asectorworth$7.1bn, years creatingmegastars likeDavidGuetta,Calvin Dance Musichasalsoburgeoned inthelastfew progressive. Snoopify sticker/photoapp.Fansareaccordingly his variousbusinessesandappsincludingthe eager musicmarketinginnovators,between Even SnoopDoggishailedasoneofthemost Apple. Z’s Tidalisthesubjectofacquisitionrumoursby Music wasthefoundationforAppleandJay- brands andnowstreamingmusic–DrDre’sBeats empires thatencompasstechnology,lifestyle entrepreneurs likeJay-ZandDr.Drehavebuilt pegged atavalueof$10bndollarsandHip-Hop By 2004ForbesalreadyhadtheHip-Hopindustry perspective intheindustry. and excitinggenresfromamusicaltechnical generation andsitintwoofthemostlucrative These fansarethesignpostforstreaming weight indigitalmusicusage. Music punchedabovetheir leaders, Hip-HopandDance overall thanthegenrepack Despite beinglesspopular vs. 18%mean). fans and25% forDanceMusicandHip-Hop fans just behindPopfansiniTunes usage(26%forPop Spotify (28%and30%vs. 19%mean)andwere on YouTube(60%and59% vs.42%mean)and Hip-Hop andDanceMusic fansledmusiclistening ahead ofPopfans(45%). (46%) alongsideDanceMusic(also46%)andjust and listenedtointernetradiothemostfrequently to musiconasmartphone(27%vs.18%mean), Hip-Hop fansspentthemosttimebyfarlistening on CDandtraditionalradiolessthanaverage. Hip-Hop andDanceMusicfanslistenedtomusic listened themostviastreamingservices(34%). vs. 24%),justbehindDanceMusiclistenerswho streaming servicesmuchmorethanaverage(31% Within this,Hip-Hopfanslistenedtomusicvia and DanceMusiclistenersclocked200minutes. Hop listenersclockedanaverageof185minutes genres intermsoflistenerminutesperday–Hip- are eagerdigitallisteners.Theyweretheleading Correspondingly, Hip-HopandDanceMusicfans 18% mean) all thegenres(27%vs. the mosttimebyfarof time onasmartphone— of theirmusiclistening 27% Hip-Hop fansspent 21 MUSIC BIZ CONSUMER INSIGHTS // MUSIC GENRES 23
They were also more likely to use Apple Music Dance Music fans bought the most tickets to live SHARE OF LISTENING BY GENRE (15% Dance fans vs. 9% mean with Hip-Hop fans music events (28% having bought a ticket in the at 13%). Access to key Hip-Hop exclusives could last six months vs. the 19% mean), while Pop and therefore be one of the driving reasons behind Hip-Hop fans followed closely in second with a 41 Apple’s flirtation with buying Tidal, which has strong 24%. secured exclusives from Hip-Hop and RnB stars 35 35 As a bonus, and as evidenced by the unique 34 including Beyoncé, Jay-Z and Kanye West. standalone success of the Beatport download 30 31 28 Dance Music fans listened the most on desktop store, Dance Music was the top genre group in 27 24 (11% versus 8%) and on games consoles (6% those who pay for MP3/Download albums - 30% 23 versus 4% mean on Playstation). This underlines compared to the 16% mean). Dance Music fans 22 20 the potential value in marketing Dance Music were also more likely to listen to vinyl albums and 17 15 artists to user bases of gaming video platforms singles (13% vs. 7% for vinyl albums and 8% vs. 14 12 13 11 11 12 like Twitch, which artists from Steve Aoki to 3% for vinyl singles). 10 10 11 10 8 Deadmau5 and the Prodigy have already done. 7 8 6 5 6 6 6 6 6 5 4
AM/FM Radio On-demand Digital Downloads Other CDs Satelite Radio streaming Internet Radio (Sirius XM etc.)
TOTAL COUNTRY POP DANCE ROCK HIP-HOP
Question: To the nearest 15 minutes, how is your music listening time normally split between the following sources?
Share of listening
Hip-Hop and Dance fans over-indexed on time This higher uptake of online services has come at spent listening to on demand streaming services. the expense of AM/FM Radio - whilst the format accounted for 35% of the general population Online platforms accounted for 34% of Dance fan’s listening time, it took a share of just 22% of Dance listening time, and 31% of Hip-Hop fans’ listening fans total listening time, and 27% of Hip-Hop time, whilst the national average was 24%. Country fan listening time. Country fans meanwhile over- fans meanwhile under-indexed at 20%. indexed on radio listenership at 41%. MUSIC BIZ CONSUMER INSIGHTS // MUSIC GENRES 25 HIP-HOP & DANCE FANS ARE DIGITAL LISTENERS
US Weekly Reach All those who listen to music on a ‘typical’ day
Reflective of their preference for online streaming, Hip-Hop, Pop and Dance fans over- Hip-Hop, Pop and Dance fans dedicated most of their listening time to Smartphone/Cellphones - the indexed on usage of digital platforms, particularly: YouTube, Pandora, Spotify, Google device accounted for 24% of Dance fans’ listening time and 25% of Hip-Hop fans’ listening time - whilst Play Music, iTunes and Apple Music. the national average was 18%. Country fans over-indexed on listening to the FM/AM Radio receiver, dedicating 37% of their total listening time to the device (compared to the 33% national average). Simultaneously, Hip-Hop and Dance fans under-indexed on listening to the same device.
PLATFORM REACH BY GENRE DEVICE SHARE OF LISTENING AGE BY GENRE
37 33 32 60 59 55 27 27 47 24 23 24 42 41 39 41 42 21 35 32 18 17 31 30 28 16 27 24 24 26 24 27 22 20 18 16 11 8 7 8 8 7
YouTube Pandora CD Spotify FM/AM radio receiver Smartphone/Cellphone Desktop computer
26 25 25 22 19 20 19 19 18 17 18 16 16 16 16 9 8 8 7 7 6 6 7 13 14 14 13 15 15 15 13 7 6 7 5 5 12 4 3 4 4 4
iTunes iHeart Radio Amazon Prime Music Music as digital files Laptop or netbook Satellite Radio Internet/wi-fi connected Receiver (Sirius XM etc.) radio receiver
19 16 18 16 14 15 13 15 13 13 12 10 12 11 12 10 4 4 9 9 8 7 7 8 8 8 3 3 3 3 3 3 4 3 3 3 4 3 3 2 3 2
Facebook Google Play Music Apple Music Amazon Music Store / Television (including satellite Tablet (iPad etc.) CD Player Amazon Cloud Player or cable enabled)
TOTAL COUNTRY POP DANCE ROCK HIP-HOP TOTAL COUNTRY POP DANCE ROCK HIP-HOP
Which, if any, of the following have you used in order to listen to audio content (music or speech) for five minutes or more at any one time during the last seven days? To the nearest 15 minutes, how is your music split between the following devices? Base: 3014 Respondents Base: 2808 Respondents MUSIC BIZ CONSUMER INSIGHTS // MUSIC GENRES 27 COUNTRY & WESTERN WAS THE MAINSTAY OF CASUAL LISTENING & SPEND
Country & Western was The streaming challenge: Country Music listeners in the survey represented a casual ‘old school’ the sixth most popular segment who under-indexed on traditional listening genre (30%) in the survey and spend. They listened the least on a daily basis (145 minutes vs. the 147 minute mean) but listened and its listeners look like the the most on AM/FM Radio (41 minutes vs. the 35 mainstay of casual listening minute mean) – not surprising considering that Country is the most widespread music format in and spend. radio stations across the US. They listened the most on CDs too (8.4 minutes versus 7.2 minute There were two key issues in this genre: 1) genre/ mean). fan homogenisation; and 2) the challenge/need to convert Country and Western listeners to on Country fans listened demand streaming. to the most music on Homogenisation: the fact that Country & Western AM/FM lies 6th suggests genre homogenisation and interference from pop and other categories, seeing RADIO (41 minutes vs. as Country has been hailed as one of the fastest 35 minute mean) growing and most popular genres in the US in recent years, even top in 2012 according to NPD group. Their streaming behaviour was lower than the Stars like Luke Bryan or an early Taylor Swift could survey average – they spent the lowest time easily be placed in the Pop category instead of streaming on demand (20 minutes vs. the 31 Country and there is a degree of experimentation minute mean) – and was biased towards lean with digital marketing that crosses over pop with back internet radio; they were more likely to use country, for example Luke Bryan’s Smule duet Pandora (35% vs. the 31%) mean but less likely to with Jason Derulo. As a result many active country use YouTube or Spotify. They were the least likely music fans may be described more appropriately to have had a premium/paid subscription to a by the pop category than the country category. streaming service (24%). There is a clear challenge SECTION 4: Music Discovery & Spending MUSIC BIZ CONSUMER INSIGHTS // MUSIC GENRES 29 POP FANS DISCOVER MUSIC THROUGH YOUTUBE & RADIO
here for on demand streaming services to attract Total Sample new Country Music fans to their service funnels on free trials or freemium tiers and upsell them to All genre categories over-indexed on most methods of discovery. Pop, Dance and Hip-Hop fans paid-for tiers. particularly over-indexed on music discovery through YouTube, music videos on TV, music played in films/TV shows/video games, music suggested through YouTube and Spotify, and recommendations by This presents an issue for the industry, as these an artist/celebrity. Meanwhile, Country fans over-indexed on discovery through Live performances on TV. listeners represent a high value segment: a 2015 MRI Gfk survey revealed that Country Music listeners over-indexed on key psychographic TOP MEANS OF DISCOVERY BY GENRE NET (%) qualities ranging from marriage to house ownership, college education, full time employment and average household income. 58 56 56 52 51 53 50 46 44 41 38 40 So it’s a lucrative sector for on demand streaming 34 34 32 35 35 36 30 28 services in the US to unlock and they will have to 24 27 27 27 work hard to educate and activate these Country Music fans. Recommendations YouTube Music/Interviews played on Live performances on TV from friends FM/AM Radio On the plus side, Country Music listeners were the least likely to pirate music. 29 31 27 30 27 27 23 24 23 20 23 22 19 21 21 22 21 18 15 17 18 14 15 17
Music videos on TV Music played in films/TV Music videos shared in Music videos linked from Shows/video games Facebook YouTube (through the sidebar, or recommended)
27 24 24 20 22 20 21 19 14 14 16 15 14 16 15 16 16 16 13 12 12 10 10 11
Recommendations by another Spotify’s browse, Live performances Spotify Playlists artist/celebrity you like recommended or at gigs/festivals (inc. social media posts) related artists
TOTAL COUNTRY POP DANCE ROCK HIP-HOP
How do you typically discover music? Base: 3014 Respondents MUSIC BIZ CONSUMER INSIGHTS // MUSIC GENRES 31 COUNTRY & ROCK POP & HIP-HOP FANS ARE THE MOST FANS ARE PLAYLIST LEAN BACK LISTENERS LISTENERS
Total Sample Total Sample
Self-selected music remained similar across the genre categories. Reflective of their preference for Listening to singles remained similar across the different genre fans. Pop and Hip-Hop radio, Country and Rock music fans over-indexed on ‘music selected by someone else on radio’. fans under-indexed on listening to albums, whilst over-indexing on listening to playlists.
Dance Music fans, meanwhile, over-indexed on ‘music selected by someone else on a music service’ and ‘music selected by a computer program / algorithm’ – indicative of their preference to listening to online sources. SINGLES, ALBUMS OR PLAYLISTS?
SELF-SELECTED VS. CURATED, LEAN BACK LISTENING Singles Albums Playlists
% % % 7 7 8 TOTAL 47 22 31 7 7 8
% % % 26 60 57 60 COUNTRY 46 22 32
Total 29 Country 24 Pop
POP 47% 18% 35%
10 7 8 7 9 % % % 10 DANCE 47 22 31
60 60 62 26 21 20 Dance Rock Hip-Hop ROCK 48% 22% 30%
HIP-HOP 47% 18% 35% I WOULD DEFINITELY BE PREPARED TO PAY A PREMIUM I WOULD CONSIDER PAYING A PREMIUM I WOULD BE FAIRLY UNLIKELY TO PAY A PREMIUM I DEFINITELY WOULD NOT PAY A PREMIUM
How is your music listening split between the following? Base: 3014 Respondents Base: 3014 Respondents MUSIC BIZ CONSUMER INSIGHTS 33
DANCE MUSIC SPENDING BY GENRE (%)
36 35 35 AND HIP- 33 33 30 30 28 29 HOP FANS 24 24 22 22 21 22 19 19 20 20 ARE BIG 16 16 16 16 17 SPENDERS
CD Albums Tickets for MP3/Download albums that MP3/Download albums that Total Sample music/concerts/gigs were paid for you got for free
27 All of the genre categories over-indexed on 24 spending on most music related products. 22 21 21 20 20 18 19 19 19 16 16 16 15 14 14 15 15 14 15 Dance and Hip-Hop 12 10 11 fans bought the most music related products MP3/Download singles that MP3/Download singles that Music gift cards (e.g. iTunes, Music merchandise (e.g. were paid for you got for free Spotify, HMV Vouchers) t-shirts, posters etc)
37 Dance fans and Hip-Hop fans bought the most 36 music related products - whilst 63% of the total 32 sample had purchased a music related product 29 28 over the past 6 months, 79% of Dance fans and 72% of Hip-Hop fans did the same. 21
16 12 13 10 7 7 8 7 7 7 8 8 8 5 3 3 4 4
Tickets for festivals Vinyl albums Vinyl singles None
TOTAL COUNTRY POP DANCE ROCK HIP-HOP
Which of the following music products have you acquired for yourself or have been given as a present in the past 6 months? Base: 3014 Respondents MUSIC BIZ CONSUMER INSIGHTS // MUSIC GENRES 35 31% OF DANCE PAYING POP FANS FANS HAD A PAID SUBSCRIBE TO MUSIC STREAMING SPOTIFY SUBSCRIPTION Paid Music Subscriptions All who have subscribed to a music streaming service
We recorded significant over-indexes on paying for a subscription to a music Dance fans who purchased a paid subscription to a music streaming service, over-indexed on streaming service. Whilst 17% of the total sample had paid for a subscription, subscriptions to all measured streaming platforms, particularly Apple Music and YouTube Red. 31% of Dance fans and 24% of Hip-Hop fans had done the same. Pop fans meanwhile were much more likely to subscribe to Spotify.
PAID/PREMIUM MUSIC STREAMING SUBSCRIPTIONS STREAMING SERVICES SUBSCRIBED TO
51 49 TOTAL 17% 4% 79% 48 48 47 45 44
41 41 40 39 38 COUNTRY % % % 15 4 81 35 36 34 32 32 32 29 29 29 28 28 POP % % % 19 6 75 26 26 26 25 24 24 23 21 22 20 20 20 18 DANCE 31% 6% 63%
ROCK 18% 4% 78%
HIP-HOP Spotify Pandora Amazon Apple Music Youtube Red Google Play Music 28% 5% 71% Prime Music
PAID SUBSCRIPTION FREE SUBSCRIPTION (FREE TRIAL ETC) NO SUBSCRIPTION TOTAL COUNTRY POP DANCE ROCK HIP-HOP
Do you have a paid/premium subscription to a music streaming service? Which of the following do you have a premium subscriptions to? Base: 3014 Respondents Base: 607 Respondents MUSIC BIZ CONSUMER INSIGHTS // MUSIC GENRES 37 DANCE & HIP-HOP DANCE FANS ARE THE FANS WOULD PAY FOR MOST ACTIVE ILLEGAL HIGH QUALITY AUDIO DOWNLOADERS
Hi-Res sound quality uptake Total Sample
25% of dance fans and 21% of Hip-Hop fans said they would definitely be prepared Dance Music fans were the most active illegal downloaders, with 43% saying they’d used a pirate service to pay a premium for music of a superior sound quality, much higher than the at least once over the past 6 months. Pop and Hip-Hop fans were also more likely to use stream ripping survey average (16%). sites. Whilst the total sample average was 15%, 27% of Dance fans and 22% of Hip-Hop fans had used such services.
PAYING A PREMIUM FOR MUSIC OF A SUPERIOR SOUND QUALITY DOWNLOADING MUSIC FROM ILLEGAL SOURCES
Stream ripping Cyberlocker Other BitTorrent sites and None of these sites free sites software 14 20 16 20 14 16
TOTAL 8% 7% 15% 2% 76%
29 Total Country Pop 26 27 39 38 41 COUNTRY 7% 6% 13% 2% 80%
POP 8% 6% 18% 2% 75% 11 17 15 15 25 21
21 DANCE 19% 15% 27% 3% 57% 23 Dance 26 Rock Hip-Hop 42 42 43 ROCK 8% 6% 16% 3% 76%
I WOULD DEFINITELY BE PREPARED TO PAY A PREMIUM I WOULD CONSIDER PAYING A PREMIUM % % % % % I WOULD BE FAIRLY UNLIKELY TO PAY A PREMIUM I DEFINITELY WOULD NOT PAY A PREMIUM HIP-HOP 11 8 22 2 69
Over the past 6 months, have you download music from any of the following? Base: 3014 Respondents Base: 3014 Respondents MUSIC BIZCONSUMER INSIGHTS
SECTION 5:
Social Media // MUSIC GENRES Usage 39 MUSIC BIZ CONSUMER INSIGHTS // MUSIC GENRES 41 DANCE, POP & HIP- HOP FANS ARE SOCIAL MEDIA HEAVYWEIGHTS
Social Media Usage TOTAL 23 19 9 9 35 4 COUNTRY 24 19 9 9 36 3 POP 30 23 10 9 26 2 Pop, Dance and Hip-Hop fans used social media platforms much more regularly than the general DANCE 35 23 10 7 22 3 ROCK 24 21 9 9 24 3 population. Dance fans in particular heavily over-indexed on usage of YouTube, with 55% fans HIP-HOP 29 23 10 10 26 3 using the platform everyday (compared to 18% amongst the general population). Meanwhile, Hip-Hop fans exhibited a preference for using Instagram and Snap chat, much higher than the USE EVERY DAY UNAWARE survey average. Instagram
TOTAL 18 8 7 9 51 7 SERVICE USAGE REGULARITY & AWARENESS COUNTRY 16 7 7 8 56 6 POP 26 11 8 10 43 3 DANCE 30 11 9 10 36 4 SCALE: ROCK 17 8 7 9 53 5 HIP-HOP 28 12 7 10 39 3 I USE EVERYDAY I USE 2-3 TIMES A WEEK I USE ONCE A WEEK I USE LESS OFTEN AWARE BUT DON’T USE UNAWARE USE EVERY DAY UNAWARE
TOTAL 57 11 6 6 17 3 TOTAL 15 10 9 13 48 6 COUNTRY 62 10 6 6 15 2 COUNTRY 14 10 9 14 50 4 POP 66 11 5 5 11 1 POP 20 11 9 16 42 3 DANCE 62 11 7 6 11 2 DANCE 24 12 11 13 35 4 ROCK 59 11 6 6 15 2 ROCK 15 9 9 14 48 4 HIP-HOP 64 10 7 6 12 2 HIP-HOP 20 12 8 14 41 4
USE EVERY DAY UNAWARE USE EVERY DAY UNAWARE
Snapchat
TOTAL 33 24 12 14 14 3 TOTAL 13 6 4 6 59 12 COUNTRY 29 24 14 15 17 2 COUNTRY 12 5 3 6 63 10 POP 40 29 12 12 7 1 POP 20 7 5 7 56 6 DANCE 55 24 9 6 5 1 DANCE 26 11 8 7 42 7 ROCK 35 25 12 14 12 1 ROCK 12 6 4 6 63 10 HIP-HOP 47 25 10 10 6 1 HIP-HOP 23 8 5 7 51 7
USE EVERY DAY UNAWARE USE EVERY DAY UNAWARE
Question: Which of the following statements best describes you in relation to each of the following web-based services? Base: 3014 Respondents MUSIC BIZ CONSUMER INSIGHTS // MUSIC GENRES 43 DIFFERENT FANS’ BRAND ADVOCACY
Total Sample
All of the five genre categories over-indexed on most of the tested brands, compared to the total sample. Pop fans would be more likely to recommend Amazon, Facebook, Apple, Target and Coca Cola. Dance fans were more likely to recommend Microsoft, Samsung, Facebook and Starbucks. Meanwhile, Hip- Hop fans showed high advocacy for Google. Pizza Hut and Starbucks, whilst Country fans were likely to recommend Wal-Mart.
Please note: 70+ brand comparisons are available upon request.
TOP BRANDS BY MUSIC TASTE
74 79 75 75 77 70 67 66 69 58 58 55 58 54 49 54 51 48 44 46 40 42 46 42
Amazon Google Facebook Apple
51 47 42 43 42 44 42 42 44 43 45 43 37 37 38 37 36 39 40 40 35 40 41 39
Wal-Mart Samsung Target Coca-Cola
36 37 36 40 36 38 37 36 40 30 34 33 29 34 31 28 34 34 33 32 28 31 33 33
Microsoft Starbucks Pizza Hut Walt Disney
TOTAL COUNTRY POP DANCE ROCK HIP-HOP
Which, if any, of the following brands products/services would you recommend to others?
SECTION 6: Advocacy Brand Base: 3014 Respondents Thank You
For any questions about this report, please contact our Music Industry Lead: [email protected]