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Music Industry White Paper

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Music Industry White Paper 2020 MUSIC INDUSTRY WHITE PAPER SUMMARY English / 中文 SUMMARY Part 1 Music User Trends 1. Research Objectives and Overview This survey, which targeted all Koreans aged between 10 and 59, analyzed the general form of music use and the subjects’ level of awareness in 2020. It examined the types of music use through diverse media sources, and also reviewed the status of general music use, online music services, purchase behavior of music in CD/DVD/Blu-ray/cassette tape/LP formats, viewing of music performances, and the reach of online music-related videos. To this end, the survey aimed to measure the level of public consumption by examining the manner of music usage, frequency, and method of accessing specific media. The subjects of this survey include those who have used music content in the past year among citizens aged 10 to 59 years old and living across the country. The survey was conducted according to the proportion of population composition by region, gender, and age based on the National Statistical Office's resident registration demographic data as of July 2020. Conducted yearly, the response standard period for the survey on content use was from August 2019 to August 2020 (last year). Data collection was compiled via online from August to September 2020 (Aug 20 – Sep 9). 2 2020 MUSIC INDUSTRY WHITE PAPER Part 1 Music User Trends Table 1 2020 Factual Research Design for Music Users Classification Content Target population All Koreans aged 10-59 Research population Koreans aged 10-59 with exposure to music contents over the past year Research areas 17 cities and provinces nationwide Data collection Online structural survey method Resident Registration Population Statistics data as of July 2020 provided by the Ministry of the Interior and Safety Sample framework A total of 1,160,000 research panels nationwide was used as the sample framework of the research institution Sampling method Proportional allocation according to region/gender/age Valid sample 3,000 people Data collection August – September 2020 period 2. Main Results of the Research 1) Overall status of the general use of music (1) Experience of listening to music Figure 1 Methods or Service Used When Listening to Music (Base: Overall, multiple response, Unit: %) 63.2 2020(n=3,000) 60.3 39.3 30.5 28.7 11.5 10.8 7.1 0.4 Music Online Video TVMusic Downloading Radio Physical Music Other Others Streaming Sites Programs Services Selection Albums Performance Digital (Offline Songs Performance) 2020 MUSIC INDUSTRY WHITE PAPER 3 SUMMARY Regarding the method or service used to listen to music in the past year, “Music streaming” was the most commonly used service at 63.2%, then followed by “Online video sites” (60.3%) and “TV music programs” (39.3%). Compared to the previous year, listening to music through “Online video sites,” “TV music programs,” and “Physical albums” increased. (2) Time slot for listening to music (weekdays/weekend) Regarding the time slot for listening to music during weekdays, “18:00 to before 20:00” ranked highest with 36.9%, and, on weekends, “13:00 to before 18:00” ranked highest with 32.9%. Looking at the time slot for listening to music during weekdays based on the characteristics of the respondents, the ratios of listening to music between “18:00 to before 20:00” for “Men” (39.3%) and by age, “15 to 19 years old” (46.7%), “20 to 24 years old” (46.0%), and “25 to 29 years old” (45.6%)” were relatively high. Moreover, the ratios of listening to music between “13:00 to before 18:00” were relatively high among people between the ages of “20 to 24 years old” (49.4%) and “15 to 19 years old” (48.9%). Figure 2 Time Slot for Listening to Music (Weekdays/Weekend) (Base: Overall, multiple response, Unit: %) 2020(n=3,000) Weekdays Weekend 36.9 35.0 32.9 31.6 30.3 22.6 22.0 28.7 29.0 26.8 26.8 22.6 14.8 12.3 11.4 17.8 12.6 5.4 3.6 4.3 Do not 6:00 to 9:00 to 12:00 to 13:00 to 18:00 to 20:00 to 22:00 to Midnight 2:00 to listen before before before before before before before to before 9:00 12:00 13:00 18:00 20:00 22:00 Midnight before 2:00 6:00 Note: 2020 time variance has been changed 4 2020 MUSIC INDUSTRY WHITE PAPER Part 1 Music User Trends (3) Primary device used for listening to music Regarding the primary device used for listening to music (based on ranks 1+2+3), “Smartphone” was the most frequently used device, making up for 88.3%, followed by “Computer/laptop” (46.9%) and “TV” (46.0%). Based on the top ranking, “Smartphone” (65.7%), “TV” (11.0%), and “Computer/laptop” (7.3%) were the most preferred devices. Similar to the previous year, the rate of appreciation through “Smartphone” remains the highest, while the rate of appreciation through “TV” is increasing (based on the top rank). Figure 3 Device Used for Listening to Music (Base: Overall, multiple response, Unit: %) 2020(n=3,000) Rank 1 Ranks 1+2+3 88.3 46.9 46.0 65.7 27.1 14.0 11.6 7.4 7.0 6.8 1.6 0.8 1.6 1.5 1.6 0.3 7.3 11.0 7.3 1.6 2.4 0.20.4 0.1 Smart Computer/ TV Radio Tablet Car Audio CD/DVD/ AI MP3 LP Player Cassette Other phone Laptop PC Blu-ray/ Speaker Player (Turntable) Tape Console Player Player (4) Favorite music by genre Based on the favorite music by genre, “Ballad” was the most popular genre with 76.5%, followed by “Dance” (55.8%), “OST” (movie, drama, etc.) (50.7%), and “R&B/soul” (36.7%). “OST” (movie, drama, etc.), “R&B/Soul,” “Rap/hip-hop,” and “Trot” appeared to increase from the previous year. Looking at the characteristics of the respondents, the ratios of people aged 40-49 years old (80.2%) and 50-59 years old (80.3%) who enjoyed listening to “Ballads” were relatively high. “Dance” was relatively high among women (61.6%) by gender, and among people ages 10-14 years old (68.0%) by age. “OST (movies, dramas, etc.)” showed a relatively high preference ratio among people aged 15-19 years old (65.0%). 2020 MUSIC INDUSTRY WHITE PAPER 5 SUMMARY Figure 4 Favorite Music by Genre (Base: Overall, multiple response, Unit: %) 2020(n=3,000) 76.5 55.8 50.7 36.7 33.1 21.3 19.7 16.1 15.7 12.2 10.6 1.9 Ballad Dance OST R&B/ Rap/ Trot Classical Rock/ Indie Jazz/ EDM Others (movie, Soul Hip-Hop Music Metal Music Fusion drama, Jazz etc.) Note: 1) “EDM” added in 2019 2) “EDM” in 2019 has changed to “Electronic Music/EDM” in 2020 3) In the case of OST (movie, drama, etc.), it is somewhat vague to consider it as a genre, and there is expert opinion that music users may not recognize OST as a genre. 2) Overall Status of Using Online Music Services (1) Frequency of music streaming and downloading services use Regarding the frequency of using music streaming services through music streaming and other digital music sources, the highest portion of respondents selected “Almost every day” at 38.7%, followed by “3-4 times a week” (22.7%) and “1-2 times a week” (18.5%). The ratio among those who use music streaming “More than once a week” is 79.8%, which is similar to the result in 2019. 6 2020 MUSIC INDUSTRY WHITE PAPER Part 1 Music User Trends Figure 5 Frequency of Using Music Streaming Services (Base: Music streaming and other digital music source users, Unit: %) Almost every day 3~4 times a week 1~2 times a week 2~3 times a month Once a month Once every 2~3 months Once every 4 months to 1 year More than once a week 79.8 2020 38.7 22.7 18.5 11.5 3.42.52.9 (n=1,961) On the other hand, regarding the frequency of the aforementioned users of music downloading services, “2-3 times a month” was the most common pattern with 22.3%, followed by “1-2 times a week” with 21.0%. The ratio of using music downloading services “More than once week” was 43.9%, which is an increase from the previous year. Figure 6 Frequency of Using Online Music Downloading Services (Base: Music downloading and other digital music source users, Unit: %) Almost every day 3~4 times a week 1~2 times a week 2~3 times a month Once a month Once every 2~3 months Once every 4 months to 1 year More than once a week 43.9 2020 10.3 12.6 21.0 22.3 10.6 10.2 13.1 (n=1,003) 2020 MUSIC INDUSTRY WHITE PAPER 7 SUMMARY (2) Using paid music streaming and downloading services (2-1) Experience of using paid music streaming and downloading services Among the users of music streaming and downloading services, 63.6% of the respondents said they used paid music streaming and downloading services. Figure 7 Experience of Using Paid Music Streaming and Downloading Services (Base: Music streaming and downloading services and other digital music source users, Unit: %) Yes No By Year By Gender By Age 33.2 27.0 33.0 36.4 36.4 36.4 41.7 41.6 41.4 42.9 66.8 73.0 67.0 63.6 63.6 63.6 58.3 58.4 58.6 57.1 2020 Men Women 10~14 15~19 20~24 25~29 30~39 40~49 50~59 (n=2,249) (n=1,124) (n=1,125) (n=115) (n=149) (n=235) (n=348) (n=581) (n=490) (n=331) (2-2) Average monthly expense for paid music streaming and downloading services Figure 8 Average Monthly Expense for Paid Music Streaming and Downloading Services (Base: Paid users of the music streaming and downloading services, and other digital music source users, Unit: %) 2020(n=1,430) 54.5 20.9 18.0 4.4 2.2 Less than 5,000 to 10,000 to 15,000 to More than 5,000 KRW less than less than less than 20,000 KRW 10,000 KRW 15,000 KRW 20,000 KRW 8 2020 MUSIC INDUSTRY WHITE PAPER Part 1 Music User Trends Regarding the monthly average expenses for paid music streaming and downloading services, “5,000 to less than 10,000 KRW” represented the most common range at 54.5%, followed by “10,000 to less than 15,000 KRW” (20.9%), and “less than 5,000 KRW” (18.0%).
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