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WITH MUSIC
MUSIC CONSUMER INSIGHT REPORT
SEPTEMBER 2017
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MUSIC CONSUMER INSIGHT REPORT 2017
INTRODUCTION
AN EXCITING WORLD
FOR MUSIC FANS
This report provides a snapshot of how fans around BUT CHALLENGES REMAIN
the world are connecting with recorded music. The FOR THE MUSIC COMMUNITY
nature of this engagement continues to grow and This report also provides a window into the challenges
evolve, reflecting the enormously rich and exciting facing today’s global music community. Research on
opportunities today’s fans have to listen to music video streaming and the dominance of YouTube is
in multiple ways, whenever and wherever they wish instructive for the ongoing debate on the Value Gap.
SOMETHING THEY CONTINUE TO of this exciting world of music engagement. They understand that at the heart of this engagement is great
have invested in and built out the systems that have music - something they continue to believe in, invest in,
enabled the licensing of over 40 million tracks and develop and fight to protect.
BELIEVE IN, INVEST IN, DEVELOP the existence of hundreds of digital services. Perhaps
even more fundamentally, record companies are there FRANCES MOORE,
AND FIGHT TO PROTECT.” at the very start of music’s journey to fans; discovering,
nurturing and promoting artists and their music.
CEO, IFPI
FRANCES MOORE, CEO, IFPI
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MUSIC CONSUMER INSIGHT REPORT 2017
IN 2017
22% FREE AUDIO STREAMING
CONSUMERS LISTEN
55% VIDEO STREAMING
45% 4 46%
YOUTUBE
USER UPLOAD SERVICES ARE THE DOMINANT
FORM OF VIDEO STREAMING. YOUTUBE ALONE
ACCOUNTS FOR 46% OF ALL TIME SPENT
LISTENING TO ON-DEMAND MUSIC.
ENGAGE IN LICENSED
AUDIO STREAMING
DIFFERENT HOWEVER, USER UPLOAD SERVICES ARE NOT
RETURNING FAIR VALUE TO THE MUSIC COMMUNITY.
85%
85%
OF 13-15 YEAR-OLDS
40%
OF CONSUMERS ACCESS
AREOFSTREAMING
13-15 YEAR-OLDS UNLICENSED MUSIC
MUSIC
ARE(AUDIO/VIDEO)
STREAMING
MUSIC (AUDIO/VIDEO)
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MUSIC CONSUMER INSIGHT REPORT 2017
MUSIC
96% OF INTERNET
INCLUDES: USERS
AUDIO STREAMING, CONSUME
VIDEO STREAMING,LICENSED MUSIC*DIGITAL DOWNLOADS, AND RADIO
PHYSICAL PURCHASE,
INCLUDES: AUDIO STREAMING, VIDEO STREAMING, PHYSICAL PURCHASE, DIGITAL DOWNLOADS, AND RADIO
96% OF INTERNET USERS CONSUME LICENSED MUSIC*
98% AMONG
INCLUDES: AUDIO16-24s
STREAMING, VIDEO STREAMING, PHYSICAL PURCHASE, DIGITAL DOWNLOADS, AND RADIO
98% AMONG 16-24s
CONSUMPTION
98% AMONG 16-24s
KOREA
41% 41%
39%
KOREA
AUSTRALIA
18%
GERMANY
KOREA
AUSTRALIA
18%
SWEDEN
CANADA
FRANCE
MEXICO
GERMANY
BRAZIL
AUSTRALIA
18%
SOUTH
JAPAN
SWEDEN
CANADA
FRANCE
SPAIN
MEXICO
GERMANY
KOREA
ITALY
BRAZIL
SOUTH
JAPAN
SWEDEN
CANADA
FRANCE
SPAIN
MEXICO
ITALY
BRAZIL
UKUKUK
USUSUS
SOUTH
JAPAN
AUSTRALIA
18%
SPAIN
GERMANY
ITALYITALY
SWEDEN
CANADA
FRANCE
MEXICO
BRAZIL
SOUTH
JAPAN
SPAIN
UK
US
50%
OF INTERNET USERS
50%
HAVE
OF PAID FOR
INTERNET LICENSED
USERS
50%
MUSIC
HAVE IN THE
PAID FOR
OF INTERNET LAST SIX
LICENSED
USERS
RECORD COMPANIES AND PARTNERS HAVE INVESTED IN AND MONTHS.**
MUSIC IN THE
HAVE PAID FORLAST SIX
LICENSED
BUILT OUT THE SYSTEMS THAT HAVE ENABLED THE LICENSING OF
50%
MONTHS.**
MUSIC
OF INTERNET USERSSIX
IN THE LAST
MONTHS.**
HAVE PAID FOR LICENSED
OVER 40 MILLION TRACKS Base: All Respondents accessing licensed music in the past 6 months (n=11,776) 2016: (n=11,710)
MUSIC IN THE LAST SIX
MONTHS.**
AND THE EXISTENCE OF HUNDREDS OF DIGITAL SERVICES. *Consumption of licensed music includes radio
** Includes those paying for physical, downloads and paid audio streaming
IFPI data 7
MUSIC CONSUMER INSIGHT REPORT 2017
02
METHODS OF MUSIC CONSUMPTION
GLOBAL MUSIC METHODS USED BY INTERNET USERS IN THE LAST SIX MONTHS
LISTENING 44%
ARE PURCHASING
32%
28%
CDS
DOWNLOADS
METHODS 2017
PHYSICAL COPIES OF
MUSIC OR PAID 17% VINYL
DOWNLOADS
75%
USE VIDEO STREAMING
SERVICES FOR MUSIC
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MUSIC
TOP 10% OF MUSIC CONSUMERS AROUND THE WORLD:
SHARE OF TIME SPENT LISTENING TO LICENSED MUSIC SOURCES IN A TYPICAL WEEK
CONSUMERS RADIO
AUDIO
STREAMING
PURCHASED MUSIC 18%
18%
19%
5%
12%
AROUND
VIDEO STREAMING 40%
AUDIO STREAMING
20% GLOBAL 30% 29%
VIDEO
STREAMING 20% 10%
22%
RADIO
10% 22%
17%
30%
5%
52% 22%
21%
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SMARTPHONE USAGE SMARTPHONE USAGE FOR
2016 2017
MUSIC ACROSS AGE RANGE
2016 2017
CONSUMPTION:
16-24
MEXICO 77% 91%
79%
SMARTPHONE
BRAZIL 69% 85%
84%
SOUTH KOREA 75% 80%
25-34
64%
GERMANY 52% 61%
45-54
32%
90%
CANADA 40% 52%
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YOUNG MUSIC CONSUMERS
YOUNG MUSIC
CONSUMERS 85% 53%
OF 13-15 YEAR OLDS
ARE PURCHASING
YOUNG PEOPLE WORLDWIDE ARE STREAMING MUSIC PHYSICAL OR PAID
(AUDIO/VIDEO)
ARE HIGHLY ENGAGED WITH MUSIC DOWNLOADS
LICENSED MUSIC
13 – 15 year-old internet users are OF 13-15 YEAR OLDS STREAMING MUSIC...
33%
PAY FOR THEIR OWN
37%
PAID
MUSIC STREAMING
SUBSCRIPTION
63% FOR 16-64 YEAR OLDS
36%
ARE PART OF A FAMILY
62%
SUBSCRIPTION PLAN
22% FOR 16-64 YEAR OLDS
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VIDEO
VIDEO STREAMING MAKES UP MORE THAN
HALF OF ON-DEMAND MUSIC STREAMING TIME…
STREAMING 55%
23%
VIDEO STREAMING
(INCLUDING USER UPLOAD
SERVICES SUCH AS YOUTUBE)
WWW.IFPI.ORG/VALUEGAP
YOUTUBE USAGE FOR MUSIC BY COUNTRY
97% 95%
90% 90%
86% 84% 82% 82% 81% 79% 79% 77%
72%
CANADA
GERMANY
FRANCE
MEXICO
SWEDEN
BRAZIL
AUSTRALIA
KOREA
SOUTH
SPAIN
JAPAN
ITALY
USA
UK
85% OF YOUTUBE USERS USED THE SITE FOR WHILST SOME USE
YOUTUBE FOR
DISCOVERING MUSIC
76%
OF YOUTUBE MUSIC
USERS LISTEN TO MUSIC
THEY ALREADY KNOW.
MUSIC IN THE LAST MONTH, TRANSLATING TO
AN ESTIMATED 1.3BN USERS Estimated users calculated using figures published stating 1.5 billion logged in viewers visit YouTube every single
month. https://youtube.googleblog.com/2017/06/updates-from-vidcon-more-users-more.html#gpluscomments
Base: All past month YouTube users (n=8220) from all 13 countries surveyed (Mexico, Brazil, Italy, Spain, South Korea,
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Canada, Germany, US, France, Sweden, GB, Australia, Japan).
MUSIC CONSUMER INSIGHT REPORT 2017
07
COPYRIGHT INFRINGEMENT IS EVOLVING RAPIDLY
35%
RISING TO
MUSIC 35%
OF ALL INTERNET
USERS ARE STREAM
OF ALL INTERNET
RIPPING
USERS
(UP FROM
53%
RISING TO
53%
AMONG 16-24s
30% IN 2016)STREAM
ARE AMONG 16-24s
COPYRIGHT INFRINGEMENT RIPPING (UP FROM
CONTINUES TO BE A MAJOR 30% IN 2016)
ISSUE FOR THE MUSIC
COMMUNITY
With the wealth of licensed music available
to fans, these types of illegal sites have no WHO IS STREAM RIPPING? SEARCH ENGINES PLAY
justifiable place in the music world. Stream rippers are more likely to be young, A KEY ROLE IN COPYRIGHT
WHO IS STREAM
male, and RIPPING?
frequently engage in other piracy SEARCH ENGINES PLAY
INFRINGEMENTS
methods
Stream rippers are more likely tocyberlockers.
such as bittorrent and be young, A KEY ROLE IN COPYRIGHT
They commonly
male, use stream
and frequently engageripping topiracy
in other obtain
INFRINGEMENTS
individual tracks.
methods such as bittorrent and cyberlockers.
They commonly use stream ripping to obtain
individual tracks.
MALE 40%
FEMALE
MALE 30% 40%
FEMALE 30%
16-24 53%
25-34
16-24 45% 53%
54%
54%
35-44 32%
25-34 45%
OF THOSE DOWNLOADING
45-54 25% 32%
35-44 UNLICENSED MUSIC ALSO
55-64 18% OFUSE
THOSE DOWNLOADING
GOOGLE TO FIND
45-54 25%
UNLICENSED MUSIC
UNLICENSED ALSO
MUSIC
40% OF CONSUMERS
55-64 18% USE GOOGLE TO FIND
UNLICENSED MUSIC
ACCESS UNLICENSED MUSIC Base: All Respondents (n=11,776) from all 13 countries surveyed (US, Canada, GB, France, Germany, Spain, Italy, Sweden, Australia, Japan,
South Korea, Brazil, Mexico)
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MUSIC CONSUMER INSIGHT REPORT 2017
08
OVERVIEW &
This report is based on research that was conducted with internet users predominantly
aged 16 – 64 in 13 of the world’s leading music markets (Australia, Brazil, Canada, France,
Germany, Italy, Japan, Mexico, South Korea, Spain, Sweden, United Kingdom, and
United States). These territories account for 85% of the global recorded music market
METHODOLOGY
[Source: IFPI].
The research builds on similar work conducted by Ipsos Connect in previous years,
allowing patterns of growth to be established and key trends identified.
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Insight and Analysis
insight@ifpi.org
+44 (0)20 7878 7900
IFPI.ORG
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