With an array of services and music consumption methods available to the consumer, optimising the online mix is a key proposition. In this paper, focusing on online user behaviour (excluding mobile phone usage), Nielsen will consider: the active reach of audio and video streaming services and other music sites and applications; the audience overlap between different online music services; and demographic segmentation.
This paper builds on our last two midem white papers (here & here), in which we explored music audio and music video streaming services across Europe (UK, France, Spain, Italy and Germany). In these, we identified that audio streaming is more popular among the younger users – 18-24 year old and teenagers. Female users are becoming more interested in audio streaming services, a fact that holds most true for UK users.
We also discovered that when it comes to music video streaming services, teenagers (aged 13 – 17) and young adults were the most avid users of video streaming websites. Via our research, Nielsen revealed that the higher the engagement with a video through viewing and commenting/liking/favouriting) the higher the sales; although there were a few notable exceptions.
In this paper we find that the online music landscape varies widely across the countries in our survey. On the charts over the next couple of pages, we have grouped together key music sites and other large online players to provide context. The top group of sites is the social media group which includes Facebook, MySpace and Twitter in all countries with a couple of local additions in Germany. Full detail on sites included can be found in the appendix.