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Music and other Audio - CDs, streaming, downloads & podcasts - UK - May 2019

Covered in this report

This report examines how people consume audio content in the UK. Audio content refers to:

  • Physical media including CDs and vinyl
  • Streaming of free or paid-for music using online services or mobile apps
  • Downloading of music
  • Streaming or downloading of podcasts.

“Changing media consumption habits, emerging technologies and new listening devices are all set to increase streaming’s dominance of the music and audio market, but physical and digital formats can still have a positive future as niche products for the connoisseur.”
David Walmsley, Senior Leisure Analyst

This Report will cover the following areas:

  • Are downloads really dead?
  • How big a story is narrative podcasting?

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Table of contents

  1. Overview

    • What you need to know
      • Covered in this Report
      • Executive Summary

          • The market
            • Music earnings back on song
              • Figure 1: Forecast of music industry revenues, 2013-23
            • Streaming’s rise shakes up music mix
              • Figure 2: Music industry income, by segment, 2014-18
            • Technology trends accelerate shift to streaming
              • Figure 3: Ownership of voice-controlled smart speakers (eg Amazon Echo, Google Home), by age, January 2019
            • The consumer
              • Streaming services lead listening growth
                • Figure 4: Music and audio listening, February 2018-February 2019
              • Younger listeners tuning out of radio
                • Figure 5: Devices used to listen to music and other audio, February 2019
              • Commuters hooked on headphone habit
                • Figure 6: Music listening habits, February 2019
              • Free alternatives slow streaming subscriber growth
                • Figure 7: Most popular free music streaming platforms, February 2019
                • Figure 8: Most popular paid-for music and audio streaming services, February 2019
                • Figure 9: Barriers to paying for music streaming services, February 2019
              • Downloading not dead – just different
                • Figure 10: Music streaming behaviours, February 2019
              • Music and comedy top podcast charts
                • Figure 11: Most popular podcast genres, February 2019
              • Music and machines, podcasts and people
                • Figure 12: Accessing music on streaming services, February 2019
                • Figure 13: Podcast discovery, February 2019
              • What we think
              • Issues and Insights

                • Are downloads really dead?
                  • The facts
                    • The implications
                      • How big a story is narrative podcasting?
                        • The facts
                          • The implications
                          • The Market – What You Need to Know

                            • Music earnings back on song
                              • Streaming killing the download star
                                • Vinyl revival slows physical decline
                                  • Future technologies strengthen streaming’s grip
                                    • Copyright clampdown threatens free play
                                    • Market Size and Forecast

                                      • Industry income remains on the rise
                                          • Figure 14: Music industry income, 2013-23
                                        • Forecast
                                          • Figure 15: Forecast of music industry income, 2013-23
                                        • Segment forecasts
                                          • Figure 16: Forecast of music industry income from physical formats, 2013-23
                                          • Figure 17: Forecast of music industry income from digital music downloads, 2013-23
                                          • Figure 18: Forecast of music industry income from streaming services, 2013-23
                                        • Forecast methodology
                                        • Market Segmentation

                                          • Rise of streaming changes face of music spending
                                            • Figure 19: Music industry income, by segment, 2014-18
                                          • Streaming growth rate turns dial down from 11
                                            • Figure 20: Music industry income from streaming services, 2014-18
                                          • Vinyl bucks downward trend in physical sales
                                            • Figure 21: Music industry income from sales of physical music formats, 2014-18
                                          • Download segment swamped by streaming
                                              • Figure 22: Music industry income from sales of digital music formats, 2014-18
                                          • Market Drivers

                                            • New technologies promote easier listening
                                                • Figure 23: Ownership of voice-controlled smart speakers (eg Amazon Echo, Google Home), by age, January 2019
                                              • Mobile data trail highlights potential of 5G
                                                  • Figure 24: UK internet access, 2013-17
                                                • Music x media: Let’s work together
                                                    • Figure 25: Participation in online activities during the last three months, January 2019
                                                  • New copyright law could mean fewer free options
                                                      • Figure 26: Primary destination for listening to music not already owned, 2016
                                                  • Companies and Brands – What You Need to Know

                                                    • Big guns have Spotify in their sights
                                                      • New launches intensify competition in the cloud
                                                        • Spotify mounts major push into podcasts
                                                          • Streaming’s fight to corner the speaker market
                                                            • Spotify the clear brand leader
                                                            • Market Share – Music Streaming Services

                                                              • Big guns take aim at Spotify
                                                                  • Figure 27: Share of streaming population, by service, February 2019
                                                              • Launch Activity and Innovation

                                                                • More music and audio services come on stream
                                                                  • Spotify acquisitions put accent on audio
                                                                    • HMV rescue keeps faith in retail
                                                                      • Streaming services pair with smart speakers
                                                                        • Demand for value points to a bundled future
                                                                        • Brand Research

                                                                            • Brand map
                                                                              • Figure 28: Attitudes towards and usage of selected brands, March 2019
                                                                            • Key brand metrics
                                                                              • Figure 29: Key metrics for selected brands, March 2019
                                                                            • Brand attitudes: Spotify perceived as good value even at a premium price
                                                                              • Figure 30: Attitudes, by brand, March 2019
                                                                            • Brand personality: Apple Music has an ethics and exclusivity problem
                                                                              • Figure 31: Brand personality – macro image, March 2019
                                                                            • Spotify appeals as streaming’s cool choice
                                                                              • Figure 32: Brand personality – micro image, March 2019
                                                                            • Brand analysis
                                                                              • Spotify
                                                                                • Figure 33: User profile of Spotify, March 2019
                                                                              • YouTube Music
                                                                                • Figure 34: User profile of YouTube Music, March 2019
                                                                              • Amazon Prime Music
                                                                                • Figure 35: User profile of Amazon Prime Music, March 2019
                                                                              • Apple Music
                                                                                • Figure 36: User profile of Apple Music, March 2019
                                                                              • Google Play Music
                                                                                • Figure 37: User profile of Google Play Music, March 2019
                                                                            • The Consumer – What You Need to Know

                                                                              • Streaming now the norm for under-45s
                                                                                • Smartphone-listening crowd tunes out of radio
                                                                                  • Commuters attached to their headphone habit
                                                                                    • Free alternatives stop more people subscribing
                                                                                      • Downloading is not dead – just different
                                                                                        • Music and comedy top podcast charts
                                                                                          • Music by numbers shuns social circles of podcasts
                                                                                          • Music and Audio Listening

                                                                                            • Streaming services lead listening growth
                                                                                                • Figure 38: Music and audio listening, February 2018-February 2019
                                                                                              • Premium streaming still a luxury good
                                                                                                  • Figure 39: Streaming music via free and paid-for services, by household income, February 2019
                                                                                              • Listening Devices

                                                                                                • Early adopters push for smarter sounds
                                                                                                    • Figure 40: Devices used to listen to music and other audio, February 2019
                                                                                                  • No one device to rule them all
                                                                                                      • Figure 41: Repertoire of devices used to listen to music and other audio, February 2019
                                                                                                  • Listening Habits

                                                                                                    • Travellers are most regular music listeners
                                                                                                        • Figure 42: Music listening habits, February 2019
                                                                                                      • Podcasts risk being out of sight, out of mind
                                                                                                          • Figure 43: Podcast listening habits, February 2019
                                                                                                      • Music Streaming Services

                                                                                                        • YouTube dominates the free-listening picture
                                                                                                            • Figure 44: Most popular free music streaming platforms, February 2019
                                                                                                          • Prime Music audience stands out from the premium crowd
                                                                                                            • Figure 45: Most popular paid-for music and audio streaming services, February 2019
                                                                                                          • More service segmentation can address cost and value concerns
                                                                                                              • Figure 46: Barriers to paying for music streaming services, February 2019
                                                                                                          • Music Streaming Behaviours

                                                                                                            • Downloads preserve music’s place in more affluent media mix
                                                                                                              • Figure 47: Music streaming behaviours, February 2019
                                                                                                            • New radio formats needed to ride the streaming tide
                                                                                                                • Figure 48: Preference for listening to streaming services rather than traditional radio, by generation, February 2019
                                                                                                            • Podcast Listening

                                                                                                              • Music matters more appealing to women
                                                                                                                  • Figure 49: Most popular podcast genres, February 2019
                                                                                                                • Narrative podcasts give brands a commercial break
                                                                                                                  • Figure 50: Past-quarter listening to drama/narrative podcasts, by gender, age, socio-demographic status and gross household income, February 2019
                                                                                                              • Access and Discovery

                                                                                                                • Music streamers close their ears to others
                                                                                                                    • Figure 51: Accessing music on streaming services, February 2019
                                                                                                                  • Talk is valuable for podcast promotion
                                                                                                                      • Figure 52: Podcast discovery, February 2019
                                                                                                                  • Appendix – Data Sources, Abbreviation and Supporting Information

                                                                                                                    • Data sources
                                                                                                                      • Abbreviations
                                                                                                                        • Fan chart forecast
                                                                                                                            • Figure 53: Forecast of music industry income, 2018-23
                                                                                                                          • Brand research
                                                                                                                            • Brand map
                                                                                                                              • Consumer research methodology

                                                                                                                              Music and other Audio - CDs, streaming, downloads & podcasts - UK - May 2019

                                                                                                                              £1,995.00 (Excl.Tax)