Music streaming: six out of 10 visitors use their mobile only

Netletter - december 2017

The digital share has now reached 50% of the overall income from the worldwide music industry: revenue from streaming soared by 60% in 2016. With this promising backdrop, Spotify, Deezer and Qobuz as well as other European stakeholders have just launched the Digital Music Europe alliance, so that they can speak with a single voice in Brussels. Where, when and how do French web users listen to music on the Internet? An overview of music streaming practices in France.

Streaming involves someone listening to content online without downloading the files to his/her computer or mobile. In line with the sector’s increased turnover, the audience of the websites and applications dedicated to legal music streaming recorded a 20% increase in France. In fact, the number of web users who visited Deezer, Spotify, Google Play Music, SoundCloud, Napster, Qobuz, MusicMe or Beatport during the month rose from 12.7 million in September 2016 to 15.2 million in September 2017, which is almost a third of French web users aged 15 years and older.

Music streaming also comes via YouTube. According to the 2017 “Web Observatory music streaming” study, 70% of web users who listen to music by streaming it use the leading video platform (+2 points compared with 2016) and 28% use Dailymotion.

The number of daily streamers has increased by 34% within a year: in September 2017, each day, 3.3 million web users on average connected to a music streaming app or website, compared with 2.5 million in September 2016. 15-34 year olds are particularly keen on streaming music: this age group alone accounts for 41% of visitors to music streaming apps and websites, although they only make up 28% of web users as a whole. People in the upper SPC are also over-represented: although they account for 36% of streamers, they only make up 29% of web users as a whole.

59% use their mobile

Mobile takes the top spot: this screen is used by 72% of streamers. 59% even use their mobile exclusively. Almost half of these “exclusive” users (49%) are young people aged 15-34 years. And 44% of web users using a computer to visit music streaming websites are in the upper SPC.

Almost one in three mobile web users (31%) visited a music streaming application or website in September 2017. 15-34 year olds spend the most time doing this: they account for 63% of the music streaming time.

Including mobile screens, the home remains the preferred listening location

Taking all screens as a whole, the home remains the favourite place to listen to streamed music: 67% of web users stream music at home and almost half also do it whilst on the move (in the car, when making everyday trips and when travelling).

People listen to streamed music from morning to night. Mobile web users are the users who stream music the most, with a proportion of connected daily users even higher than for computer users. In particular, from 6am, a third of mobile web users who are consumers of streaming are already connected, and over half of these are there between 6pm and 8pm.

In terms of power, the three music streaming brands that were most visited in September 2017 are Deezer, Spotify and Google Play Music, which has an exclusively mobile audience.

With the roll-out of 5G in 2020 and innovations in top-of-the-range listening devices, the profile of music streaming users is set to change further. These are trends that Médiamétrie will endeavour to monitor closely.

Source : Web Observatory - Music Streaming (Q3 2017) - Base: web users 15 years + Computer Internet Audience - Base 2 years and older - Monday-Friday / Mobile Internet Audience - Base 11 years and older - Monday-Friday - France - September 2017 - Copyright Médiamétrie and Mediametrie//NetRating Total Internet Audience – France – September 2017 - Base: 15 years and older - Copyright Médiamétrie and Mediametrie//NetRatings

Contact: Rodolphe Despres - rdespres@mediametrie.fr

Confidence interval calculus

Sample size or target in the sample

n =

Proportion observed in the sample or on a target in the sample

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%

Warning: only applies to a proportion. The Average Rate is an average of proportions and the Audience Share a ratio of proportions. This tool is provided for information purposes. It cannot be applied for professional purposes without further precautions.

Test of significance of the differences between two proportions

Used to assess whether the difference between 2 proportions is significant at the 95% threshold

Proportion

Sample size

1st sample

%

2nd sample

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Warning: only applies to a proportion. The Average Rate is an average of proportions and the Audience Share a ratio of proportions. This tool is provided for information purposes. It cannot be applied for professional purposes without further precautions.

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