Globally, shoppers are streaming extra music than ever earlier than, racking up a median of 1 hour 38 minutes a day. That’s longer than a soccer match, Lindsay Lohan’s Netflix Christmas film, and in lots of Western households, the time it takes to talk to kinfolk once more after a ruthless sport of Monopoly.
However how do shoppers within the Asia-Pacific (APAC) area differ from the remainder of the world on the subject of music streaming developments? We’ve dug into our information, and the insights are fairly fascinating.
Listed here are the 8 largest music streaming statistics in APAC value including to your model’s playbook.
1. Common each day music streaming time in APAC has risen by 26 minutes
How a lot time do shoppers in APAC spend on music streaming providers? Since 2017, common each day streaming time has continued to climb. We noticed a slight dip in 2021, however that’s most likely a aspect impact of post-lockdown behaviors consuming into digital time.
Music streaming providers have gotten more and more common with Gen Z and millennials in APAC. Gen Z spend essentially the most time streaming with a median of 1 hr 46 minutes, whereas millennials stream for round 1 hr 41 minutes.
Between Q1 and Q3 2022, these figures rose by 9 minutes and 4 minutes respectively.
Curiously, music streaming wasn’t as common as broadcast radio in APAC till the pandemic shook issues up. Manufacturers shouldn’t rule out this older audio format, as Gen Z are nonetheless tuning in for round 46 minutes of radio listening time each day.
Music streaming progress is sluggish, however it’s taking place – almost certainly pushed by APAC’s booming creator economic system. A research by Adobe discovered the area has gained over 165 million creators within the final two years, with a 48% rise in creators in Australia. Our recommendation? Watch this pattern.
2. 1 in 10 child boomers in APAC uncover manufacturers by way of advertisements on music streaming platforms
Youthful audiences could also be main the way in which with music streaming in APAC, however it’s nicely value watching child boomers too. They spend a median of 46 minutes listening to music streaming providers each day.
That’s a 23 minute decline because the peaks seen throughout lockdowns (when child boomers have been, surprisingly, the first viewers driving music streaming progress), and this era now falls behind their LatAm and MEA counterparts. However they’re nonetheless a way forward of child boomers in Western areas (Europe and North America), with 1 in 10 saying they uncover new manufacturers by way of advertisements on music streaming providers.
It’s clear these providers stay an essential touchstone for manufacturers to focus on shoppers within the APAC area, and child boomers ought to be a key focus to drive extra advert income.
3. Outdoors China, 48% of shoppers in APAC use Spotify month-to-month
On the subject of the preferred music streaming providers, key gamers in APAC differ by nation. In China, Tencent Music Leisure Group (TME) has been dominating the music streaming scene for a while, however noticed a big drop in engagement in Q3 2022:
QQ customers fell from 60% to 37percentKuguo customers fell from 39% to twenty-eightpercentKuwo customers fell from 32% to twenty%
TME hopes to recapture these audiences by enriching platform expertise, with new rollouts like Kugou’s scenario-specific music choices, and QQ’s partnership with sound high quality execs, Dolby Atmos. Swiftie fandom may need helped too.
Outdoors China, Western platforms are gaining market share. Spotify is the highest music streaming service in APAC, with 48% of shoppers utilizing the platform month-to-month. YouTube Music isn’t far behind both, used month-to-month by over 1 in 5 shoppers in APAC.
Spotify’s hottest within the Philippines (71%), Indonesia (57%), and India (57%), whereas in Thailand and Vietnam, homegrown providers like JOOX and Zing MP3 are at present beating the streaming large. That mentioned, Spotify is catching up in these latter areas – with month-to-month engagement rising by 37% in Thailand and 41% in Vietnam.
4. Over 1 in 3 Gen Z/millennials are curious about streaming occasions
What’s driving the APAC music streaming market? The creator economic system. People in APAC are 19% extra seemingly than these from some other area to contemplate themselves a musician or audio creator. They’re additionally 15% extra seemingly than people in different areas to hearken to music to encourage their very own.
Zooming in by era, the variety of Gen Z who contemplate themselves a musician or content material creator has grown 7% since this time final yr, and over 1 in 3 Gen Z and millennials say they’re curious about streaming occasions.
It is a big alternative for providers providing “go reside” options to draw youthful audiences in APAC who need to specific themselves creatively by music content material.
5. Over 1 / 4 of shoppers in APAC hearken to platform-curated playlists
By way of music preferences, shoppers in APAC choose albums to combined playlists, and are 11% extra prone to really feel this fashion than people from different world areas.
However don’t write off your customized playlists simply but. 26% say they wish to hearken to playlists curated by platforms. Customers in APAC are additionally:
22% extra prone to wish to hearken to playlists created by celebrities14% extra prone to wish to hearken to DJ units or mixes.
Just below 1 in 5 Gen Z shoppers in APAC say they most take pleasure in listening to playlists created by celebrities – a determine that’s remained steady over the past two years. In the meantime, the quantity preferring listening to their very own playlists is down 16%.
It is a nice alternative for manufacturers to faucet into influencer advertising and marketing, utilizing partnerships to have interaction audiences and drive loyalty by music content material. There appears to be a shift in conduct taking place amongst APAC shoppers, who more and more seek for new music and different audio content material for inspiration.
Manufacturers like Heineken are taking word, with their “Refresh Your Music, Refresh Your Nights” marketing campaign. 41% of shoppers in APAC say they hearken to their very own playlists as a go-to on streaming providers, so elevating model consciousness is essential to getting new tracks added to these lists.
6. 90s is the preferred music style in APAC
Love throwback jams? So do folks in APAC. 90s music is their high style, particularly amongst Gen Z. That’s much more attention-grabbing once you examine them to Gen Zers in Europe, MEA, and North America, who say hip-hop/rap is their high music style.
One other perception you may not anticipate? Throughout the 50 markets we monitor, Thailand’s shoppers are the almost certainly to hearken to indie music.
Contemplating Bangkok is dwelling to the well-known Maho Rasop indie music pageant, which has seen the likes of Bombay Bicycle Membership, The Horrors, and King Gizzard and the Lizard Wizard grace its stage over time, that truly makes a variety of sense.
Because of the likes of BTS, South Korea’s reply to One Course, Okay-Pop is having its second throughout the globe. Our Q3 2022 information exhibits 18% of shoppers in APAC hearken to this style, versus 11% throughout the remainder of the world.
All eyes are actually on BLACKPINK, who made US billboard historical past as their newest album “BORN PINK” turned the longest-charting 2022 album by a feminine Okay-Pop artist, charting for 9 consecutive weeks. Band member LISA has additionally change into the quickest Asian solo artist to surpass 1 billion Spotify streams.
7. India streams essentially the most music in APAC
international locations in APAC, India and Thailand stand out for streaming time throughout all 50 markets we monitor. Customers in India are the third largest music streamers on the earth, listening to over 2 hours each day on common.
They’re additionally the nation almost certainly to find artists earlier than they’re common. Supreme for unbiased musicians trying to crack the market.
It’s an identical story with podcast consumption in APAC. India are the highest listeners, having fun with a median of 82 minutes each day. They’re intently adopted by shoppers in Thailand, who tune in for round 73 minutes each day.
If music streaming isn’t a related channel to your model to faucet into, there’s a transparent use case for concentrating on shoppers in APAC by podcasts.
8. 25% of shoppers in APAC comply with manufacturers or musicians on social media
What position does social media play within the music streaming market? A reasonably large one really. Round 1 in 4 shoppers in APAC comply with manufacturers, singers, or musicians on social media. That sort of publicity is driving the streaming market, trending songs, and far of what we hear within the charts at present.
Competitors is sizzling, and new challengers whose platforms combine music streaming with social media are actually beginning to flip heads. We’ve seen this with TikTok’s reputation within the West with trending songs, and it’s the identical story in APAC too.
Social media platform integrations are key to driving progress and engagement, particularly in Chinese language media. TME struck a take care of NetEase earlier this yr that permits shoppers to share songs on Tencent’s service, WeChat – which additionally occurs to be China’s largest social messaging app.
That is seemingly in response to the drops in consumer engagement price we talked about earlier, together with the arrival of challenger app, Qishui Yinyue. Owned by ByteDance, it hyperlinks up with Douyin (the Chinese language model of TikTok) for built-in social media and music streaming.
The takeaway right here? Seamless, participating, and entertaining consumer experiences will oust the competitors and pave the way in which to success.
