As the first main slide of this exclusive presentation shows, over the past three months, over 60% of survey respondents declared they’d watched music videos on a computer, versus less than 20% who had legally downloaded music.
Just one way in which this report addresses how “music listeners” are being exposed to, and consume music. With multiple channels to expose music and generate revenue, there are broad opportunities, but the fragmented market leads to complexity. The consumers themselves are not a single block: the audience is fragmented and segmented. Engagement level varies broadly, based on demographic, and also on how music is accessed. Finally, and a paradox for a primarily audio-only medium, the main share of “ear” comes from the audio-visual experience of watching music.
Could watching be the new listening?