28.06.2023
How did we engage with music in 2022?
IFPI’s “Engaging With Music 2022” report has some very interesting information to contribute in the discussion about the ever-changing landscape of the music industry.
The study surveyed more than 44.000 internet users aged 16-64, from 22 countries in Europe, Asia, Africa, Oceania and the Americas. It must also be noted that percentages and numbers are rounded which is why they may not always add up to 100%.
Although the report answers many questions and offers a deep insight to the listeners engagement, we chose to focus on a specific aspect of the research; the mix. The results are as follows:
It is clear that audio streaming is by far the “king” of our listening habits with 32% of the total mix. This percentage can be split though. 24% comes from subscription audio streaming platforms, such as Spotify Premium, Apple Music, Melon etc., and 8% from ad-supported audio streaming, like the ad-supported tiers of Spotify or Deezer.
Video streaming comes second with 19%, while radio (including web radios) is a close third with 17%.
Another “traditional” way of listening to music follows, with purchased music representing just 10% of the total mix – in other words, only 1 in 10 listeners opts to buy their music.
As we drop in single-digit percentages, we go back online to find short form video apps (mainy TikTok) with 8% -which is likely to grow even more in the future- and social media platforms with 5%.
Live music is in last place with 4% in the first year of almost no restrictions post-COVID-19, while an extra 5% uses other forms of music listening, such as TV, on-demand premium video services like Netflix, or the old-fashioned music swapping with friends and family.
It is worth mentioning that according to the same survey, on average, people use 6 or more different methods to engage with music. You can learn more about the IFPI’s report by clicking here.
But these are just the numbers. How we interpret them is a completely different story. What do you think this report has to say about the current state of the music industry and what does it mean for recording artists around the world?
We, at Bandbeat, can’t wait to read the next year’s report, with live music’s full recovery and TikTok’s popularity continuing to grow!
