Reports Music

Music Subscriber Market Shares 4.0 Subscriptions Decouple from Revenue

Report by Mark Mulligan
Cover image for Music Subscriber Market Shares 4.0
Synopsis PDF PowerPoint Excel

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The 20,000 Foot View:  This report presents key figures from MIDiA’s global music subscriber market shares model. The full dataset is published alongside this report with quarterly data from        2015 to        2020 and annual label trade revenue from full year 2015 to full year 2019 for        streaming services across        different markets. The Excel dataset also includes ad-supported service-level data by country and an extensive consumer survey dataset.

Key Insights

  • Music subscriber growth is becoming detached from subscription revenue growth. Label trade revenues for subscriptions grew by        in 2019, while subscriber growth was        over the same period
  • Global subscriber growth is accelerating, reaching        million in        2020, a net increase of        million compared to        million one year earlier
  • The competition is consolidating; the top five (Amazon, Apple, Google, Spotify and Tencent) accounted for        of global market share in        2020, up from        one year earlier
  • Spotify continued to dominate the global market with its        million        2020 subscribers representing        market share
  • Google (YouTube Music and Google Play Music) and Amazon Music were the two fastest-growing global streaming services, increasing        and        respectively
  • In descending order, Apple Music, Spotify, and Amazon Music Unlimited have the highest share of weekly users that are also daily users
  • The US represented        of global subscription revenue in 2019, up from        in 2018, but its share of subscribers fell from        in        2019 to        in        2020, while average revenue per user rose
  • There were        million music subscribers in the US in        2020, with Apple leading at        market share and Amazon, Google and Spotify all gaining market share
  • Australia’s subscription market represents one ofSpotify’s highest market shares        however, that is significantly down from a high of        in        2017
  • The UK had        million subscribers in        2020, adding more subscribers        million) over 2019 than 2018        million), with Spotify at        market share
  • France’s subscriber base grew at almost exactly the same rate as the UK, resulting in        million subscribers in        2020 but with slower revenue growth and thus falling average revenue per user
  • Germany had        million subscribers at the end of        2020, up        from one year earlier and with Spotify leading at        market share
  • Japan is behind the streaming curve, with its        million subscribers representing just        penetration, and growth rates slow for this modest level of adoption, up just       
  • China is the market to watch, with        million subscribers making it the world’s second largest market in subscriber terms, and despite low average revenue per user, growth is accelerating

Companies and brands mentioned in this report: Amazon, Amazon Prime Music, Amazon Music Unlimited, Amazon Music, Anghami, Apple, Apple Music, AWAL, d Hits, Deezer, Gaana, Genie Music, Google, Google Play Music All Access, Hungama, Jio Saavn, KKBox, Line Music, MelON, Napster, Netease, Pandora, Sirius XM, Soundcloud, Spotify, Tencent Music Entertainment, Tencent, Tidal, Vkontakte, Yandex, YouTube, YouTube Music, Wynk, Xiami

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