Music Consumer Behaviour Q2 2019 Fragmentation and Disruption
Report by
Mark Mulligan
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The 20,000 Foot View: This report presents key trends and analysis from MIDiA’s quarterly Music Brand Tracker survey, including places of listening, streaming music activities, radio, demographics, streaming app users, time spent listening and top streamed artists.
Key Findings
- YouTube and Spotify dominate streaming app weekly active users (WAUs)
- Amazon is making up ground in third place with across all of its tiers (on a unique, deduplicated user basis)
- YouTube has the lowest weekly-to-daily use ratio while Apple Music has the highest
- Amazon Prime Music WAUs have the oldest average age, at
- Music radio WAU penetration is around half of that of overall radio, which on the other hand retains mass market reach with WAU penetration
- Podcasts are becoming an important part of the audio landscape, with of consumers using them weekly and more than three quarters of those also using them daily
- Radio audiences are also aging, with an average age of compared to for streaming
- YouTube for music has overtaken radio in Spain – compared to for monthly users – but radio leads in all other tracked markets
- In-car leads music listening with followed by phone listening at
- Smart speaker listening trails home stereo listening at – this is where the momentum is
- Just of consumers stream full albums
- Streaming music consumers spend an average of minutes listening to music during each listening session
- TikTok penetration is modest at but adoption among younger users aged is much higher, rising to
Companies and brands mentioned in this report: Amazon Music Unlimited, Amazon Prime Music, Apple Music, ByteDance, Deezer, Google Play Music, Instagram, iTunes Store, Napster, Spotify, TikTok, Your Daily Drive, YouTube