Global industry body the IFPI has published its latest ‘Music Consumer Insight Report’, which is based on a survey by market-research firm AudienceNet earlier this year. The trends it outlines will not come as a surprise, but the data is useful nonetheless.
On average, consumers spend 17.8 hours a week listening to music; 86% of them are listening through on-demand streaming services; and 75% of them use smartphones to listen to music, for example. The report goes in to more detail on that latter point: 27% of total music-listening time is now on mobile devices, according to the report, while Latin America is the region that most over-indexes for smartphone-listening – 93% of Mexican consumers and 92% of Brazilians use their smartphones for music, according to the study.
The report has data points on smart speakers (“15% of consumers globally are likely to buy a smart speaker in the next 12 months”) and it also digs in to the on-demand streaming market. “47% of time spent listening to on-demand music is on YouTube,” is a claim that will be regularly repeated in the ‘value gap’ debate, you can bet.
Meanwhile, piracy also features in the report, with the claim that 38% of consumers globally are still getting at least some of their music through copyright infringement.
Finally, the IFPI has explored China and India in a bit more detail: 89% of Chinese music consumers are now listening to licensed audio streaming services, while that figure grows to 95% in India (for ‘on-demand streaming’ in the latter case, which includes YouTube).