MUSIC

CONSUMER
INSIGHT
REP ORT
2018
 3

CONTENTS INTRODUCTION
MUSIC IS AN INTEGR AL PART OF OUR LIVES

SECTION PG
The Music Consumer Insight increasing the availability of music, record
01 MUSIC CONSUMPTION IN 2018 04 companies have licensed over 45 million
Report tells the story of how tracks to hundreds of digital services around
recorded music is woven into the world.
02 MUSIC IS AN INTEGR AL PART OF OUR DAILY LIVES 06
the lives of people around However, for music to thrive in a digital
03 THE WORLD’S FAVOURITE GENRES 08
the world.
world there must be a fair digital
marketplace. This report also shows the
We are passionate about music. It is challenges the music community continues
04 MUSIC DRIVES TECHNOLO GY ENGAGEMENT 10 personal to us. Increasingly accessible, to face – both in the form of the evolving
music is embraced across genres and threat of copyright infringement and in fair
geographies, ages and formats - from revenues not being returned by some user-
05 ON-DEMAND STRE AMING LE ADS MUSIC CONSUMP TION GLOBALLY 12
radio to streaming and beyond. upload services.

This report looks at how music soundtracks Music unites us globally and adds enormous
06 UNLICENSED MUSIC 14
the many parts of our day and how value to people’s lives. Record companies
this love of music is also driving fans’ are essential to this as they continue to
07 COUNTRY FO CUS: CHINA 16 growing adoption of technologies. From develop, support and invest in music,
smartphones to smart speakers, music playing a crucial role in ensuring that it
is a force ushering in these connected continues on its exciting journey around
08 COUNTRY FO CUS: INDIA 18
devices that are being taken up globally. the world.

As ever, local repertoire continues to " R E C O R D C O M PA N I E S

METHOD OLO GY dominate countries' charts. There will always C O N T I N U E T O D E V E L O P,
IFPI conducted global research in April-May 2018 which explored the way consumers engage and access be something special about local music that S U P P O RT A N D I N V E S T I N M U S I C ,
music across licensed and unlicensed services. speaks to us. In this interconnected world,
P L AY I N G A C R U C I A L R O L E I N
country-specific genres, like K-Pop in Korea
The fieldwork was carried out by AudienceNet amongst a demographically representative sample of the E N S U R I N G T H AT I T C O N T I N U E S
and música popular brasileira in Brazil, are
online population aged 16-64 in the following territories: Argentina, Australia, Brazil, Canada, France, O N I T S E XC I T I N G J O U R N E Y
not only embraced at home but are also
Germany, Italy, Japan, Mexico, Netherlands, Poland, Russia, South Africa, South Korea, Spain, Sweden,
beginning to find a broader global audience. A RO U N D T H E W O R L D . "
United Kingdom and United States. In addition, the study was also conducted in China and India but results
from these two countries are not included in “global” figures. In each country, nationally representative
In this year’s report, for the first time, we FRANCES MOORE | CHIEF EXECUTIVE, IFPI
quota samples of between 1,000-2,000 respondents were set in accordance with online population size and
take a close look at the exciting, evolving
demographic structure, as determined by the latest respective census data in each territory. This ensured
music markets in China and India. In both
that a standard error of +/- 3% was achieved throughout the data, at a 95% confidence level.
countries, music fans are highly engaged
These twenty territories accounted for 91.3% of global recorded music market revenues in 2017. with licensed music and local music is
For more about IFPI visit www.ifpi.org flourishing.

Across the globe, record companies are

working to sustain and develop these rich
and diverse ways in which music is being
enjoyed. Driving digital innovation and
© IFPI 2018 All data, copy and images are subject to copyright.

MUS IC CO N SU MER IN S IGH T R EP ORT 2018 |

1
5

MUSIC CONSUMPTION
IN 2018

Based on research conducted by IFPI in 2018, this report provides

a snapshot of how consumers across 18 of the world’s leading On average consumers spend

17.8hrs
music markets are engaging with recorded music.

listening to music each

week globally

2.5hrs a day

86%
of consumers are listening to music through
50%
of 16-24s would choose audio streaming if
on-demand streaming there were only one way to listen to music

75%
of consumers use smartphones to listen
38%
of consumers obtain music through
to music copyright infringement

Base: All participants (n=19,000) from the 18 countries surveyed (Argentina, Australia, Brazil, Canada, France,
Germany, Italy, Japan, Mexico, Netherlands, Poland, Russia, South Africa, South Korea, Spain, Sweden, UK, US) MUS IC CO N SU MER IN S IGH T R EP ORT 2018 |
2
7

MUSIC IS AN INTEGRAL
PA RT O F O U R D A I LY L I V E S

Consumers are embracing music at all points of the day,

demonstrating the importance and value that it has in our lives.

17.8hrs
CONSUMERS MOST T YPICALLY YOUNGER CONSUMERS ARE
LISTEN TO MUSIC WHILE: LISTENING TO MORE MUSIC IN
MORE WAYS
spent listening to music Younger consumers (16-24s) are more
In the car Going to sleep likely to listen to music during any activity
each week globally and much more likely to listen on their
66% (global) 19% (global) way to work or education or while at
work or education.
South Africa Brazil
80% 33%
Germany Poland
77% 29% 72%
69%
US South Africa
75% 25%

Commuting to work or education

54% (global) Relaxing at home

63% (global)
Argentina
62% 30%
Cooking and cleaning
Mexico
62% 54% (global)
Germany
60% Exercising or at the gym
36% (global) Commuting Relaxing Going
Working or studying to work or at home to sleep

40% (global) At concerts, gigs and festivals education

36% (global)
Mexico
68%

Argentina
58%
South Africa
57%
Base: All participants (n=19,000) from all
18 countries surveyed MUS IC CO N SU MER IN S IGH T R EP ORT 2018 |
3
9

THE WORLD’S
FAVO U R I T E G E N R E S
JAPAN KOREA FRANCE POLAND

WHAT MUSIC D O PEOPLE T YPICALLY LISTEN TO? LO CAL MUSIC IS EMBR ACED BY CONSUMERS

66% 62% 69% 28%

HERE WE TAKE A LO OK AT THE TOP TEN GENRES Local culture influences consumers' listening habits, with many enjoying domestic genres.

01 02 03
JAPAN KOREA FRANCE POLAND

% % % Two-thirds of 62% of consumers In France, 69% In Poland, 28%

64 57 32
consumers in Japan in Korea like K-Pop listen to Variété listen to Disco Polo

01 02 03
66%
listen to J-Pop with
29% listening to
music from anime
62%
(and 22% listen to
K-Trot) 69%
Française
28%
Pop Rock Dance/Electronic/
% % House % Two-thirds of 62% of consumers In France, 69% In Poland, 28%

64 57 32
consumers in Japan in Korea like K-Pop listen to Variété listen to Disco Polo
04 05 06 listen to J-Pop with
29% listening to
(and 22% listen to
K-Trot)
Française

music from anime

Pop % Rock % Dance/Electronic/% IN ARGENTINA IN MEXICO IN BRAZIL

30 26 24
House

04
Soundtracks
05
Hip-Hop/
06
Singer/
L ATIN AMERICAN CONSUMERS ARE ENGAGED WITH LO C AL GENRES

(film or TV) % Rap/Trap % Songwriter % IN ARGENTINA IN MEXICO IN BRAZIL

07 30 08 26 09 24 43% 55% 55%

Soundtracks % Hip-Hop/ % Singer/ %

24 23 22
(film or TV) Rap/Trap Songwriter
Latin music Latin music Música popular
brasileira
07
Classical
08
R&B
09
Soul/Blues
43% 55% 55%
(including Opera) % % %

10 24 23 22 36%
Latin music
42%
Latin music
39% 34%
Música popular
brasileira

Classical % R&B Soul/Blues

19
(including Opera) Reggaeton Regional Sertanejo Samba
Mexican Universitário Pagode

10 36% 42% 39% 34%

Metal
%

19 Reggaeton Regional
Mexican
Sertanejo
Universitário
Samba
Pagode

Metal
Metal
Base: All participants (n=19,000) from all 18 countries surveyed.
Genre data is based on the participants’ own definitions of genre. MUS IC CO N SU MER IN S IGH T R EP ORT 2018 |
4
11

MUSIC DRIVES TECHNOLOGY Record companies have been working behind the scenes to make it possible
Record
fanscompanies
SMART
for SPE AKERS
to access havefavourite
their been working
tracksbehind
through the scenes
smart to make it possible
speakers.
Record companies have been working behind the scenes to make it possible
for fanscompanies
Record
Record to access their
companies havehavefavourite
been working tracksbehind
been working
behind through
the the
scenes smart
to scenes
help speakers.
maketoitmake it possible
possible
Record
for fanscompanies
Record to access
companies have
their
have been
beenworking
favourite tracksbehind
working through
behind the
the scenes
smart totomake
speakers.
scenes make ititpossible
possible
ENGAGEMENT forconsumers
for
As
for
fansnew
the
forfans
to access
fansto
their
to access
technology
toaccess
accesstheir
favourite
their favourite
continues
theirfavourite
tracks
tracks
to
favouritetracksgrowthrough
using
around
tracksthrough
smart
voice-activated
throughsmartthe speakers.
smart
world
smartspeakers.we
speakers.
speakers.
look at the
As the
profile new technology continues to grow around the world we look at the
As the of
Asengagement
newa typical smart
technology
continues speaker
tocontinues
grow arounduser.
tothe
grow around
world, we lookthe world
at the we look at the
profile
profile
As the ofnew a typical smart
technology speaker user.
continues to grow around the world we look at the
As
Asathe
thenew
profile
of of
new
typical technology
asmart
typical smart
technology
speaker continues to
togrow
speaker user.
continues
user. growaround
aroundthe theworld
worldwe welook
lookatatthe
the
From smartphones to smart speakers, across the world connected profile of a typical smart speaker user.
profile
profileofofaatypical
typicalsmart
smartspeaker
speakeruser.
user.
devices are a growing part of the listening experience. Compared to all consumers,
Compared
smart to all
speaker consumers,
users are:
Compared to all consumers,
smart speaker users
Compared to all consumers,are:
smart
Compared speaker
to users
toall are:
consumers,

15%
Record companies have licensed music across hundreds of digital Compared all consumers,
smart speaker users are:

15%
Most
smartlikely 25-34
speaker users
smart speaker users are: are:
Most likely 25-34

15%
music services allowing consumers to have easier access to the music Most likely
Most likely to25-34
listen to Hip-Hop & Rap/

15%
Most
Most likely
likely 25-34
to listen to Hip-Hop & Rap/
Dance
Most Music/Jazz/Reggae
likely
Mostlikely 25-34
likelyto25-34
they love, wherever they are. Most
Dance
Most
listen to Hip-Hop & Rap/
Music/Jazz/Reggae
likely to listen to Hip-Hop & Rap/
of consumers globally Dance
Most Music/Jazz/Reggae
Mostlikely totolisten
Twice likely
as likely to usetoto
listen Hip-Hop
audio&streaming
Hip-Hop
paid &Rap/
Rap/

27
Dance Music/Jazz/Reggae

58
of likely
are consumers to buyglobally
a smart Twice
Dance
Dance as likely to use paid audio streaming
Music/Jazz/Reggae
Music/Jazz/Reggae

27%%% 58%%%
of consumers globally
% % are likely toinbuy
ofspeaker
consumers anext
smart
globally
Twice as likely to use paid audio streaming

27 58
USING SMARTPHONES TO LISTEN TO MUSIC
%
% %
%
of
ofconsumers
are likely to buy
consumers the
globally
a smart
globally
Twice as
Much
Twice
Twiceas
morelikely
aslikely
likely
to use
likely
totouse
touse
paid audio
to attend
paid
gigs /streaming
paidaudio
concerts
gigs /streaming
audio streaming

27 58
arespeaker
likely toinbuy
theanext
smart

58
Much more likely attend concerts
are likely
speaker
are 12 to
likely months
inbuy
to theaanext
buy smart
smart Much more likely to attend gigs / concerts
of total music of 16-24 year olds speaker12 months
in the next Much more
Much more likely
likely toto attend gigs / concerts
use a turntable
of total music of 16-24 year olds speaker ininthe
12 months
speaker thenext
next Much
Muchmore
Much morelikely
more likelyto
likely totoattend
attend
use gigs
gigs/ concerts
a turntable / concerts
listening time is
of total music would
of 16-24 choose a
year olds 12 months Much more likely to use a turntable
listening
of total time
music is would
of choose
16-24 year a
olds 1212months
months Much more likely to use a turntable
on
of mobile
oftotal
listening devices
totalmusic
time
music is smartphone
ofof16-24
would yearwhen
year
choose
16-24 olds
a
olds Much
Muchmore morelikely
likelytotouse
usea aturntable
turntable
on mobiletime
listening devices
is smartphone
would“if
asked choose
you when
a
only
listening
on mobiletime
listening isis
devices
time would
smartphonechoose
would choose a
when
a
on mobile devices asked “ifdevice
smartphone
had one youwhen
only
to
on
onmobile
mobiledevices
devices smartphone
asked “if youwhen
smartphone only
when SO CIAL MEDIA

75 30
had
asked one
“if device
you onlyto
listen
asked on...”
“if you
youonly % %
75 30
hadaskedone“ifdevice to
only
listen
had one on...”
device to % %
75 30 %
had
hadone device
deviceto %
75 30
listen on...”
one to Consumers are taking to social
%
30
%
75
listen on...”
75%% 30%
75
listen on...” %
of consumers
media and messenger apps to of users in Latin
listen on...” of users in Latinto of consumers
follow artists on

%
America listen

75
share and discuss their favourite of consumers
of users in Latin follow media on
artists

%
America
music listen
posted
of users in Latin to
on social
of consumers

75
music. As record companies follow artists on

%
America
of users
music
of inlisten
posted
users inLatinto
on
Latin of
ofconsumers
social media
consumers
social networks follow artists on

%
continue to work with technology America listen to
music posted on social
follow media
artists
artistsonon

%
America
social listen
networks to follow

%
America
music postedlisten
onto social media
The
THEhighest
HIGHEST rateRof
ATEsmartphone
OF use partners to license tracks for social
music networks
posted
musicnetworks
posted onon social media
social media
The highest rate of smartphone use social
of consumers use for
The music
SMARTPHONE
highestis in Latin
rate USE America
FOR MUSICuse
of smartphone consumers, music will continue social
socialnetworks
networks
of consumersto
smartphones use for music
TheINhighestis in Latin
rate America
of smartphone use
of consumers use The
IS
for
IN The highest
L ATIN
music
MEXICO rate
is in
highest of
ofsmartphone
AMERIC
Latin
rate A
America
smartphoneuse
use to drive online conversations.
smartphones
of consumers to
use for music is in Latin America
93%
listen
of to musicto
consumers use for
IN music
MEXICO is in Latin America
INfor music is in Latin America
smartphones
of consumers use

93%
listen to musicto
smartphones MEXICO

93%
smartphones
listen to music
smartphones to IN MEXICO
to musicto
93%
listen IN
INMEXICO
MEXICO

93%
93%
listen
listen to music
to music
GLOBALLY, CONSUMERS ARE USING

94
IN BRAZIL

92%
SO CIAL NET WORKS TO DISCUSS MUSIC

% 35% 23% 30%

IN BRAZIL

94
% 92% 35% 23% 30%
IN BRAZIL

92%
94
IN BRAZIL

% 35% 23% 30%

IN
INBRAZIL

% 92% 35% 23% 30%

BRAZIL

%
% IN ARGENTINA 92% 35%
35% 23%
23%
of Instagram users talk about 30%
30%
of Facebook users share links to

89%
of 16-24 year olds use IN ARGENTINA of WhatsApp users share links
of Instagram users talk about of Facebook users share links to

89%
of 16-24 year olds use of music
to WhatsApp
usingusers share links
the app music on the service music using the app
smartphones IN ARGENTINA
16-24 year for music of Instagram users talk about of Facebook users share links to

89%
of olds use IN ARGENTINA of
to WhatsApp
music usingusers
the share links
app music on the service music using the app
smartphones for music IN of WhatsApp users share links of Instagram users talk about of Facebook users share links to
of 16-24 year olds use INARGENTINA
ARGENTINA to music using the app music
of on the
Instagram service
users
userstalk
talkabout music
of using
Facebook the app
users
appsharelinks
share linkstoto

89%
of WhatsApp users share
sharelinks of Instagram about of Facebook users

89%
of 16-24
smartphones
of 16-24 year
year olds
for use
music
olds use toofmusic
WhatsApp
using users
the app links music on the service music using the
smartphones for music totomusic using the app
music using the app music on the service
music on the service music using the app
music using the app
smartphones for music
smartphones for music

Base: All participants (n=19,000) from all 18 countries surveyed.

MUS IC CO N SU MER IN S IGH T R EP ORT 2018 |

5
13

ON-DEMAND VIDEO STRE AMING MAKES UP MORE THAN HALF OF ON-DEMAND

MUSIC STRE AMING TIME
STREAMING LEADS MUSIC 52% is on video

47%
streaming
C O N S U M P T I O N G L O B A L LY 28% is on paid
of time spent listening audio streaming

47%
to on-demand music is
Licensed on-demand streaming is popular on YouTube 20% is on free
audio streaming
with consumers the world over. of time spent listening
to on-demand music
HOWEVER, is on YouTube
USER Estimated Annual Revenue Per User 3 5 % S AY A M A I N

86%
of consumers are listening to music
AUDIO STRE AMING USE

GLOBAL: 61%
UPLOAD SERVICES
ARE NOT
RETURNING
R E A SO N FO R N OT
U S I N G A PA I D AU D I O
through on-demand streaming (audio FAIR VALUE SUBSCRIPTION IS
and video) Russia 87% TO THE
28% |MUSIC
US$20
COMMUNIT Y
is on paid audio streaming US$20
<US$1 T H AT A N Y T H I N G
Mexico 81% 20% | is on free audio streaming T H E Y WA N T T O
5% | is on other video streaming sites LISTEN TO IS ON
Brazil 77%

57%
of 16-24 year olds use a paid audio
Sweden 74%
YOUTUBE.

<US$1
streaming service Argentina 70% BUT R ADIO REMAINS RESILIENT
USA 68%
87% 86% | of consumers 25% | of overall 4.4 | hours spent
Spain 63%
81% listen to music on listening time is listening to radio
77%
74% the radio on radio each week globally
Canada 56%
70% 68%
South Africa 56% 63%
61%
56% 56% 55% 56% % OF CONSUMERS LISTENING TO MUSIC ON THE R ADIO
53% 52% 53% UK 56%
53%
50% 49% 94% 94% 93% 92% 91%
90% 90% 89% 89% 89%
86% 87% 87% 86% 86%
South Korea 55% 83% 82%

Australia 53% 66%

23% Italy 53% 50%

Poland 53%

France 52%

Germany 50%
UK

A
y

ly
al

zil

da

a
rea

ain

n
nd
an
nc

xic
pa

de
tin

ali

lan

ssi

ric

US
Ita
Tot

Bra

UK
ly
ny
l

zil

da

ain

ia

en

rea

n
nd

US
na

ba
Sp
Ko

nd
rla
str

Fra

rm

nc

xic
Ru

Af

pa
ssi

tin
e

ric
Me
Ja
en

Ita

ral
Po

Bra
a

ed
Sw

la

na
Netherlands 49%
Ca

Sp
Glo

Ko
rla
Fra
rm
the

Ru
Af
Au

uth

Me

Ja
Arg

en
Ge

uth

st
Po

Sw
Ca

the

Au

uth
Arg
Ge
uth
Ne

So
So

Japan 23%

Ne

So
So

Base: All participants (n=19,000)

from all 18 countries surveyed MUS IC CO N SU MER IN S IGH T R EP ORT 2018 |
6
15

UNLICENSED MUSIC

Record companies are taking action globally against stream

ripping sites that undermine legitimate services and pay no GLOBALLY
GLOBALLY
money to those investing in and creating the music. Despite
some successes, the problem persists. 38%

CONSUME MUSIC THROUGH

CONSUME MUSIC THROUGH
COPYRIGHT INFRINGEMENT
COPYRIGHT INFRINGEMENT

STRE AM RIPPING IS THE MOST-USED FORM

OF COPYRIGHT INFRINGEMENT

32% 23% 17%

of all consumers of all consumers of all consumers use
of all consumers of all consumers of all consumers use
download music through download music through search engines to locate
download music through download music through search engines to locate
stream ripping cyberlockers or P2P infringing content
stream ripping cyberlockers or P2P infringing content

STRE AM RIPPING USERS ARE MORE LIKELY TO SAY

THAT THEY RIP MUSIC SO THEY HAVE MUSIC TO LISTEN
TO OFFLINE. THIS ME ANS THEY CAN AVOID PAYING
FOR A PREMIUM STRE AMING SUBSCRIPTION.

Base: All participants (n=19,000) from all 18 countries surveyed MUS IC CO N SU MER IN S IGH T R EP ORT 2018 |
7
17

C O U N T RY 96%
of consumers in China listen
CHINA’S FAVOURITE GENRES
to licensed music
FOCUS: 01 02 03
89%
of music consumers in China

CHINA
listen to licensed audio streaming
C-Pop Pop Folk

15.4hrs
listening to music each week

04 05

TOP LISTENING ACTIVITIES

Chinese consumers are
Relaxing at home
Country Soundtracks
highly engaged with (film or TV)
licensed music. 74%
In the car CONSUMERS USE MESSENGER APPS
TO SHARE THEIR FAVOURITE MUSIC
50% WeChat

Going to sleep
65%
49% QQ

Exercising or at the gym

64%
49% Weibo

62%
Commuting to work or education

42%
Base: All participants surveyed in China
(n=2,000) MUS IC CO N SU MER IN S IGH T R EP ORT 2018 |
8
19

C O U N T RY SMARTPHONES ARE THE DEVICE TOP LISTENING ACTIVITIES

OF CHOICE
FOCUS: While relaxing at home While cooking or cleaning

96% 79% 48%

INDIA
of consumers are listening to music
on smartphones – the highest rate
in the world

In the car On commute to work or education

59% 43%
Indian consumers
favour local genres.
99%
of 16-24 year olds listen to music
While going to sleep
on a smartphone

54%
96%
of consumers in India listen to
INDIA’S FAVOURITE GENRES

licensed music
01 02 03

Bollywood Bollywood Indian classical

95%
new old music

listen to music through on-demand

streaming
04 05

Pop Rock

Base: All participants surveyed in India (n=2,000) MUS IC CO N SU MER IN S IGH T R EP ORT 2018 |
INSIGHT AND ANALYSIS
INSIGHT@IFPI.ORG
+44 (0)20 7878 7900

IFPI.ORG | IFPI_ORG