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IFPI’s 2017 Connecting With Music report includes Canadian insights

Today, IFPI released Connecting With Music, its 2017 consumer insight report with information from 13 of the world’s leading music markets. The report was created with data commissioned from Ipsos Connect, and provides a snapshot of the way music fans around the globe are engaging with recorded music.

In 2017, Canada became the sixth largest recorded music market in the world, surpassing Australia, and Connecting With Music offers insight on how Canadian music fans’ listening habits compare with other markets and global figures.

Global trends highlighted in the report include:

Young people are highly engaged with licensed music, especially streaming

Globally, 85% of 13-15-year-olds are streaming music. In Canada, streaming is even more popular among young people, with 89% of 13-15-year-olds reporting streaming music via both audio and video services. 99% of Canadians aged 16-24 identified as licensed music consumers, similar to the global average of 98%.

Music fans engage with licensed music in multiple ways

In Canada, music fans on average access four different licensed ways of listening to music, which is the same as the global average. The four consumption models are: purchase of physical product or paid downloads, audio streaming services for music, video streaming services for music, and listening to music on broadcast or internet radio.

Almost all Canadian internet users (99%) reported listening to licensed music, which is slightly higher than the global average of 96%.

Generally, Canadians are a little less engaged in licensed audio streaming (39%) than the average of global music fans (45%), and 46% of Canadians reported having paid for music in the last six months, compared to 50% globally.

Listening via smartphones is increasing

Overall, Canadians are using smartphones to listen to music a little less than the global average. Globally, 90% of paid audio streamers are using a smartphone to listen, compared to 81% of Canadian respondents. That gap reduces when considering the listening habits of 16-24-year-olds, 84% of which listen via smartphones globally, compared to 81% of Canadians in the same age bracket.

Despite high engagement with licensed music, piracy is still a significant concern

While the percentage of Canadians accessing unlicensed music (33%) was lower than the global average (40%), piracy remains a significant concern in Canada, with 27% of Canadians reporting stream ripping versus the global average of 35%.

Stream ripping is considerably more prevalent among young people, with 43% of Canadians aged 16-24 reporting stream ripping, and a global average of 53% in the same age bracket.

Of those who reported downloading unlicensed music, 54% of global respondents reported also using Google to find it. That figure for Canadian respondents is 46%.

The Value Gap remains an issue

Though video streaming services like YouTube are the most popular form of on-demand music streaming, the revenue returned to music creators from plays on these services is much lower than other licensed music services. 86% of Canadian YouTube users, and 85% of global users reported using the service for music in the past month, translating globally to 1.3 billion users.

One quarter of Canadians surveyed said that they do not pay for a streaming subscription because “anything I want to listen to is on YouTube,” confirming that the Value Gap is very much an issue here in Canada.

 

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New global consumer research by IFPI includes Canadian figures

ifpi-ipsos-report-smallToday, IFPI released new consumer research from Ipsos that provides insights into music consumption trends around the world.  Ipsos studied thirteen markets, including Canada.  Internet users aged 13 to 64 were asked to comment on how they engage with music.

According to this research, Canada stands out as lagging behind other major markets in the consumption of music and adoption of paid services. However, 2015 sales stats released by Music Canada in April show explosive growth in premium subscription services, largely as a result of new entrants into the Canadian market.

The full global report and summary are easily accessed on the IFPI site.

Here are the key global highlights according to IFPI with Canadian comparisons:

“Paid audio streaming is growing: 71 per cent of internet users aged 16-64 access licensed music. Paid audio streaming services are growing in popularity, especially among under 25s. One-third of 16-24 year olds now pay for an audio streaming service.”

In Canada, only 2/3 (64%) of internet users engage with licensed music.

Audio streaming consumption continues to lag behind in Canada where only 27% of consumers are using audio streaming services, indicating an opportunity for significant further growth.  However, 11% are paying for it (as opposed to using free audio streaming services) which is up from 2015 (9%), a 22% increase.  Globally, the 2016 numbers are 37% and 18% respectively.

Markets like Mexico (64%) and Sweden (61%) stand out as leading the conversion to audio streaming, and in each of these 4 in 10 consumers are paying for streaming.

“YouTube is the most used music service: 82 per cent of all YouTube visitors use it for music. More people use YouTube to consume music they already know than to discover new content.”

Not unlike other markets, YouTube usage is very high in Canada.  86% of internet users in Canada used YouTube in the last 6 months for any content with 76% reporting using it for music related content.  Most of those users (85%) accessed YouTube for music they already know, rather than to discover new music.  The report concludes that free video streaming is mainly being used as an alternative to paying for music, as 49% of music video streamers do so mainly “because it’s free.”

“Copyright infringement remains a significant problem: more than one-third (35 per cent) of internet users access unlicensed music content. Infringement is changing, with half (49 per cent) of 16-24 year olds using stream ripping services to download music.”

Access to piracy continues to evolve in Canada as well with more consumers choosing stream ripping over downloading (cyberlocker/peer to peer).  Almost one third of all consumers (27%) continue to access unlicensed content.  Half of all 16-24 year old consumers report stream ripping.

“Young people are highly engaged with music, with 82 per cent of 13-15 year-olds listening to licensed music and the majority willing to pay for music.”

In Canada, 13-15s are far more likely to access licensed audio services (55%) and one quarter of them (25%) choose paid streaming.  Half of all 13-15s access pirated music (49%) with downloading (40%) and stream ripping (44%) receiving close to equal attention.

“Smartphones are moving towards replacing computers as the most used device for music consumption, especially in developing countries. Users of paid audio streaming services are particularly likely to listen to music on a smartphone.”

Complete results can be found in this IFPI report.

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