Music streamers profiled
Music streaming is the future of music, or at least is set to triumph over downloading, especially as tech giant Apple gears up to release a new streaming service on the back of last year’s acquisition of Beats. Last year in the UK, consumers streamed 15 billion tracks – double the 2013 total - and streaming now accounts for 13%, and rising, of total UK recorded music consumption.
So, who are these streamers?
While pretty much all streamers listen to music on a desktop, they are much more likely to take their music on the go, whether it’s via smartphone, tablet, or MP3 player. And streamers are five times more likely to watch TV and movies online daily, as well as 57% more likely to listen to music every day, and over twice as apt to read magazines on a daily basis, according to research conducted across nine markets by Spotify.
Streamers are more likely to enjoy listening to hip-hop and techo/EDM than non-streamers, while the latter go for easy listening and country.
The research also found that streamers are nearly twice as likely to be stronger brand advocates, as well as to feel emotionally connected to brands – 45% of streamers say they would recommend a brand, compared to just 28% for their non-streaming counterparts.