美國12-34歲的年齡層中有70%會使用YouTube聆聽音樂

  • 流覽次數:: 51
  • 分類: 產業區
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  • 作者: 音樂地圖
    • 201905/1409:50

    ◎Edison Research和Triton Digital發布了他們最新的「The Infinite Dial」報告,該報告每年都會提供有關美國「數位媒體消費者行為」的最新狀況。2019年版的報告是在今年1月和2月對1,500名12歲以上的美國人進行電話調查所得來的結果,其中有很多音樂產業需要多想想的地方。

    ◎根據這項調查,每個月有在收聽線上音頻的美國人有1.89億人,這佔美國人口的67%,高於一年前的64%;在12-24歲的年齡層中的佔比則是91%。在這1.89億月度聽眾中,有1.69億人是每週都會聆聽線上音頻。

    ◎在「音頻品牌知名度」上,Pandora是其中的領先者,89%的受訪者都知道它,遠高於同為74%的iHeartRadio和Amazon Music,其後分別是Apple Music有73%,Spotify有71%。同時,22%的受訪者表示他們實際上在前一週收聽過Pandora,超過表示聽過Spotify的人有20%、聽過Apple Music的人有11%、聽過Amazon Music的人為9%、聽過iHeartRadio的人為8%。

    ◎但最受歡迎的線上音樂服務另有其人,有50%的受訪者表示上週有使用YouTube聽音樂或看音樂影片,一年前這一比例為46%;而在12-34歲的年齡層中,YouTube的音樂滲透率上升到70%。這個數據對於音樂產業關於「價值差距」的抱怨,以及YouTube對於其可以觸及到那些可能不會付費訂閱串流的粉絲的爭論,都有了更多的證明。

    ◎該調查中也有一些關於智能音箱的數據,該報告稱目前擁有智能音箱的美國人佔總人口23%約為6500萬人,比2018年初的18%有所上升。擁有Amazon的Echo音箱的人數是Google Home的兩倍多,而擁有Sonos One音箱的人數也超過Apple的HomePod。擁有多個裝置的比例持續增長,28%的美國智能音箱擁有者現在擁有兩個,而24%的人有三個或更多;一年前的這個比例分別為22%和11%。

    ◎該報告中也表示,12歲以上人口中有70%大約1.97億人熟悉播客,大約51%也就是1.44億人曾聽過播客,32%也就是9000萬人確實在前一月有收聽播客,前一週有收聽播客的則有6200萬人佔22%,他們在上週平均聆聽了7個播客節目。還有一個值得注意的數據:在美國12-24歲的Spotify聽眾中,去年這個時候有32%是播客的月度聽眾,但這個數字目前為53%。

    詳細全文:

    Edison Research and Triton Digital have published their latest 'The Infinite Dial' report, which provides an annual update on 'digital media consumer behaviour' in the US. There is plenty for the music industry to think about in the 2019 edition of the report, which is based on a telephone survey of 1,500 Americans over the age of 12, conducted in January and February this year.

    Such as? The big figure is 189 million – that's the number of Americans who listen to online-audio every month, according to the study. That's 67% of the population, up from 64% a year ago. For 12-24 year-olds, the figure stands at 91%. And of those 189 million monthly listeners, 169 million are doing it weekly, which isn't really a surprise, but is perhaps a better stat to bandy around.

    When it comes to 'audio brand awareness' Pandora is comfortably the top dog: 89% of respondents were aware of it, ahead of iHeartRadio and Amazon Music (both 74%), Apple Music (73%) and Spotify (71%). Meanwhile, 22% said they'd actually listened to Pandora in the last week, ahead of 20% who'd listened to Spotify, 11% to Apple Music, 9% to Amazon Music and 8% to iHeartRadio.

    But the most popular online music service of all? We rather spoiled this with our headline. 50% of respondents had used YouTube for music or music videos in the last week, up from 46% a year ago. For 12-34 year-olds, YouTube's music penetration rises to 70% of the demographic. It'll prove more fuel both for the music industry's complaints about the 'value gap', and for YouTube's argument that it's reaching fans who might not pay for a streaming subscription.

    There's also some data on smart speakers, which the report claims are now owned by 23% of the US population – around 65 million people – up from 18% in early 2018. Amazon's Echo is more than twice as popular than Google Home in terms of ownership, with Edison claiming that the Sonos One is also outgunning Apple's HomePod. Multiple-device ownership continues to rise: 28% of American smart-speaker owners now have two, while 24% have three or more – up from 22% and 11% respectively a year ago.

    Finally: podcasts. The study claims that 70% of the 12+ population are familiar with podcasting – that's around 197 million people. Around 51% (144 million) have ever listened to a podcast; 32% (90 million) did it in the last month; and 22% (62 million) did it in the last week. That latter group averaged seven podcasts listened to in the last week. And one more stat to chew on: among Spotify listeners aged 12-24 in the US, 32% were monthly podcast listeners this time last year, but that figure now stands at 53%.

     

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