July 10, 2012:EMI data reveals streaming music’s global growth

EMI data reveals streaming music’s global growth

Industry analyst Mark Mulligan has worked with EMI to delve into the label’s Global Consumer Insight Data, producing a report on streaming music’s global growth.

Its topline figure is that 32% of consumers around the world are currently using streaming music sites, although that’s as high as 48% in Norway, 44% in Spain and 43% in Sweden.

Some stats are sure to be seized upon by streaming services in their battle against accusations that they cannibalise downloads: such as the fact that 20% of streaming music users say they buy more downloads since streaming, while 55% say they discover new artists. What’s missed out, though, is how many users said they buy less downloads.

Mulligan identifies another important trend though: that streaming is “breaking out of a young male early adopter skew”, with a male-female ratio of 54-46 overall, and increasing penetration among the 35-44 and 45-54 age groups.

With most streaming music business models (not to mention promise of greater artist payouts) based on scale, that’s good news for the industry.

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Stuart Dredge
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