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including
in the Southeast Asia region, and apparent shifting consumer preference from one-time payment of digital music towards the
streaming subscription model, it would seem to be a good time to investigate Indonesian consumer preferences & habits
regarding music.
Over the years even here in Indonesia several local brick-n-mortar music store chains have significantly contracted in size, if they
haven’t outright gone out of business. Meanwhile music streaming services such as Spotify and JOOX have become increasingly
familiar to Indonesian consumers.
And what about Indonesian music streaming services, such as Langit Musik and MelOn, are they competitive? And what about
other sources of music: CD’s, cassette tape, FM radio, digital piracy/bootleg?
Survey conducted by DailySocial.id in cooperation with JakPat Mobile Survey Platform on February 2018.
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AGE
> 45 2,30%
GENDER
40-45 3,38%
36-39 5,88%
30-35 17,95%
26-29 20,56%
16-19 11,97%
< 16 0,97%
TOTAL RESPONDENTS: 1955
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Q1. Do you listen to music streamed through the Internet? Q2. How often do you listen to streaming music (whether free or pay-to-play) in
the last six (6) months?
NO; 12%
11,58% 11,29%
Almost 90% of respondents listen to streaming music regularly within the last
six months. And of those regular listeners, most (51.05%) listen to between 1
to 14 hours of streaming per week. We can pretty much say that streaming Less than 1 hour Between 1 to 14 Between 14 to 28 more than 28
music has gone mainstream in Indonesia. At least among smartphone per week hours per week hours per week hours per week
owners. Total Respondents: 1718
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Q4. Do you currently use a FREE digital music streaming service from the
following providers? (Multiple answers permitted)
BandCamp 3,84%
HypeMachine 4,42%
NO; 48%
ShoutCast 4,77%
YES; 52%
iHeartRadio 7,16%
SoundCloud 26,43%
JOOX 68,16%
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Q5. Do you currently subscribe to a PAID digital music streaming service from
the following providers?
SoundCloud 19,75% As for free music service there’s JOOX at 68.16%. This may also perhaps
influence how JOOX is currently the most subscribed paid music streaming
LangitMusik 28,51% service in Indonesia, along with their aggressive preinstallation/bundling on
Indonesian smartphones and their aggressive radio/print advertising
Spotify 47,70% campaign.
JOOX 70,37%
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Q6. What consideration made you choose those paid streaming services? Q7. How long have you been subscribed to a paid music
streaming service?
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Q8. If you do not subscribe to paid streaming music, what/is are your reason(s)?
Other reasons 10,40% As for why some choose not to subscribe to streaming
music, at 51.39% the most cited reason is because
respondent feel that music subscription feels like a bad
The music available exclusively through paid spend or feels wasteful for them. Coming in close at 47.04%,
8,22%
streaming, are all uninteresting for me. respondents feel that what is available through free
streaming is already more or less the same as what’s
The cost in data/Internet service for available on paid streaming.
streaming is too large for me. 28,90%
Of the 51.86% of respondents that are subscribed to paid
The subscription cost for streaming music is streaming, 44.89% of them have been subscribed for only 6
economically unreachable for me. 34,46% months or less. This means that most paid streaming
subscribers in Indonesia are new subscribers. The market is
The songs available through paid streaming, definitely still growing.
are all the same with what I can get for free. 47,04%
NO; 45%
YES; 55%
52,47%
35,23%
Total Respondents: 1955
8,20%
4,10%
FM radio stations in Indonesia have been live-streaming their on-air program
Less than 1 hour Between 1 to 14 Between 14 to 28 more than 28
through the Web for several years now. And Indonesians do listen to FM radio
per week hours per week hours per week hours per week
stations streaming on the Web; more than half of our respondents in fact (54.88%).
And of those listening to FM radio streaming, 52.47% listen for around 1 to 14 hours Total Respondents: 1073
per week.
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Q11. Have you ever bought a music CD/cassette tape within the Q12. If yes, where did you buy the CD/cassete?
past 6 months?
On the other hand though buying CDs at online websites account for only 16.65%,
even lower than sales through social media at 18.01%. Buying at E-Commerce
websites are higher still at 25.12%. 10
Q13. Have you ever bought music in the form of one-time digital download
(such as in .mp3, .flac, or .aac format) within the past six months?
No never 40,56%
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Q14. Have you ever bought a book, film, or music *in digital form* (not physical
form) from any of the following services? (Sept. 2017 & Feb. 2018
6,39%
Microsoft Windows Store 8,37%
7,67%
Steam Store 7,52% Last year we asked respondents whether they have ever
bought digital goods through several services online. The
9,16% percentage seems to have not shifted significantly much
Amazon compared to last year, with the Google Play Store still the
11,13% 2018 2017
top-of-mind online digital goods store for Indonesian
consumers at 47.06% this year. And this includes music
10,95%
Apple iTunes store purchases.
11,13%
I HAVE 6,54%
More than 100 song files
NOT; 19%
13,72%
21 to 100 song files
I HAVE;
81% 53,88%
1 to 10 song files
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Q17. In the past six months, have you ever exchanged music files via instant Q18. Do you like to listen to pirated music in YouTube?
messaging/chat apps?
11,00%
I HAVE I don't like to listen to songs on YouTube
NOT; 33%
19,54%
I like listening to pirated songs on YouTube
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It seems Indonesians do still obtain pirated & bootleg music through the Internet, with 80.51% of respondents
reporting having download directly from pirate blogs & websites & 4shared archives etc., within the past six
months. That said though, most of them (53.88%) have downloaded at most 1 to 10 .mp3 files in that six-month
period.
This apparently also includes sharing music via instant messaging (WhatsApp, LINE, etc.) at 67.11% of them.
Respondents also listen to plenty of music on YouTube but tend to mostly avoid pirated music (69.46%).
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Indonesian consumers are definitely quite familiar with digital music streaming today, perhaps aided by how
technology today is at a point where audio streaming is quite economical on a bandwidth per monetary-expenses
calculation for perhaps most Internet consumers. This has also lead to consumers increasingly considering for-
pay a-la-carte music streaming services.
That said only barely over 50% of Indonesian consumers pay for streaming music, and this percentage seems to
still be growing. The market is looking good, in our opinion, and still has room to grow.
Local musicians and music labels/management are also starting to understand that more people consume
popular music through digital than through radio, and are actively pursuing this opportunity. Obviously, considering
how many Indonesian musicians are publishing on Spotify and Joox, today.
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