There are now over 12.7 million Australians (61 per cent) on music streaming services, with Spotify leading the way, according to new data from Roy Morgan.
Spotify now has around 8 million Australian listeners, marking a 122 per cent increase since 2017.
Behind Spotify is YouTube Music (5.5 million), which has increased dramatically since Google introduced a button for existing users of Google Play Music to switch their music libraries, playlists, and preferences over to YouTube Music in January this year.
Apple Music and Soundcloud are the third and fourth most popular music streaming options.
However, Roy Morgan CEO Michele Levine tipped Apple to make back some ground.
“Competition in music streaming is set to increase with global tech giants Apple and Amazon both significant players. Apple Music launched in 2015 replacing the music service iTunes, while Amazon Prime Music launched in Australia less than two years ago in late 2018,” said Levine.
“The two trillion-dollar tech companies are also big players in Australia’s increasingly competitive Subscription TV/streaming video market with Apple TV+ and Amazon Prime Video. The dynamics within both markets illustrate the power of the large global players to drive convergence and entice consumers to their platforms.
“In an increasingly interconnected world, the ability of these companies to enter new markets and challenge existing players means existing market leaders like Spotify need to stay on top of exactly who and where their customers are.”
The research also found music streamers tended to be young, tech savvy and ready to spend.
The ‘quintessential streamer’ is a young woman under 35 years of age and likely to be in full-time white-collar employment.
This listener is also more likely to watch Pay TV/Subscription TV in an average week and far more likely to view a movie at the cinema.
“Those listening to music online tend to be younger and more open to new ideas than the average Australian, and ready to spend their money to seek out new experiences whether travelling, sampling different cuisines are trying the latest tech products,” said Levine.
Flight Centre Travel Group is anticipating some of its biggest years of growth as Australia’s vaccination rollout gains momentum, travel restrictions ease and international borders start re-opening. With travel industry leaders forecasting unprecedented demand for both domestic and international travel as the world moves into a phase of post-COVID management, Flight Centre Australia general manager […]
From the audio producer of The Teacher’s Pet comes The Elements, a new Acast Creator Network podcast hosted by Thredbo survivor Stuart Diver. The Elements is a podcast that journeys into the heart of surviving a natural disaster and will be hosted and distributed by the creator-first podcast company Acast as part of the Acast Creator […]
DoubleVerify has today announced enhancements to its brand safety and suitability solution that include the introduction of DV’s Brand Safety Floor as a turnkey option, extending Brand Suitability Tiers on YouTube, and more. Available to both advertisers and publishers since January 2021, Brand Suitability Tiers allow brands to align suitability settings with their own unique standards, […]
Andrew Piccoli spent his career overseeing some of Australia’s most memorable ad campaigns. Now, he has turned his attention to a particular area of passion: children’s literature. Now retired, Piccoli spent the COVID-19 lockdown writing the story of Dexter the Dahu for children aged between five and nine. He has donated a copy of the charming […]