We are now living in the world of on-demand music. Music listening trends have been shifting over the years, from vinyl to CDs to downloads to online streaming. Streaming platforms and mobile devices bring music to consumers throughout their day, whatever their activity, making audio a constant companion.
In order to investigate these ever-changing trends, Spotify commissioned TNS, a global market-research company, to compare the reach of traditional radio to music streaming.
With a sample size of over 2,000 respondents in the Philippines and benchmarked against more than 15 radio networks, the TNS report found that Filipinos are streaming more music than ever before. At least one out of five Filipinos with mobile internet access are streaming on Spotify.
Based on the results from this study, Spotify is seen as the largest music platform and digital service in the Philippines, especially amongst those aged 15-64. This demonstrates how music streaming is now mainstream and no longer an idea for the future. Apart from that, Spotify is a complementary platform to radio stations as the music streaming platform provides a unique added average reach of 19.6%.
Here are some other key highlights from the study:
● Spotify is one of the most listened to music platforms in NCR (Manila), Davao, Central Visayas, and Central Luzon.
● Spotify users are more influential and innovative; and are seen as social influencers.
● Spotify listeners stream throughout the day, while radio listeners tune in during the commute hours, making Spotify go hand-in-hand with traditional radio spend.
“We are excited to see how users are turning to Spotify for their music consumption. Based on our internal data, music listeners today are now soundtracking their lives based on moments. Users are streaming specific playlists to depict a certain moment in their life,” says Ong Sea Yen, Regional Vice President of Sales for Spotify in Asia.
Ong adds: “This is a trend that would help marketers and advertisers to be more targeted but it really starts with knowing where, when and how your audience listens. As demonstrated by this TNS study, we are able to share insights into a unique audience that will further complement the traditional radio stations reach.”
For more complete results, download our key findings here: The New Audio PH whitepaper, or contact our Philippines sales representative.
