Industry organisation Music Biz and research firm AudienceNet have published their latest study of US music habits, based on a survey of 3,000 Americans in July 2018. Among its findings: 20% said their favourite media/entertainment activity is listening to music: level with streaming video and ahead of viewing social-media content (19%), watching terrestrial TV (17%), playing games (13%) and playing sports or exercising (11%).
Unsurprisingly, younger respondents reflect some different trends: 16-19 year-olds and 20-24 year-olds both over-index for music listening (25% and 21% respectively said it was their favourite activity) but over-index even more for games (32% and 29% respectively – the top category for each of these demographics).
On average, Americans spend 151 minutes a day listening to music, with that splitting (again, on average) 31% AM/FM radio, 27% on-demand streaming; 10% downloads; 12% other internet radio (e.g. Pandora); 5% CDs; 7% satellite radio and 5% AM/FM radio stations streamed online. Among 16-19 year-olds, on-demand streaming hoovers up 60% of their average day’s listening, while it’s 49% for 20-24 year-olds.
As for platform shares of on-demand streaming listening, among all respondents, YouTube accounted for 38%, Spotify 28%, Apple Music 9%, Amazon Prime Music 7% (with Amazon Music Unlimited’s separate 3% giving Amazon a 10% share) and Google Play Music 4%. The takeaway here: the reports about Apple Music catching Spotify for subscribers in the US are true, but when you factor in free listeners, unsurprisingly Spotify’s numbers are bigger.