Malaysians stream more music than ever before
By Digital News Asia November 10, 2016
- Seventy-seven percent of Spotify listeners in Malaysia are millennials
- Spotify users have a higher propensity to spend on goods and services than radio listeners
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 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 2000 respondents in Malaysia and benchmarked against more than 15 radio networks, the TNS report found that Malaysians are streaming more music than ever before.
Spotify is seen as one of the largest digital services in Malaysia amongst listeners aged 15-64 years old. This demonstrates how music streaming is now mainstream and no longer an idea for the future.
At least one out of five Malaysians with mobile internet access are streaming on Spotify. Spotify has a high concentration of users amongst millennials (15-34 years old), with 77% of Spotify listeners in Malaysia coming from this age group.
Some key Malaysian consumer behaviour insights from the study:
- Spotify users are more influential and innovative than radio listeners; and are seen as social influencers.
- Spotify users have a higher propensity to spend on goods and services than radio listeners and are:
- 3.5x more likely to shop at least once a year for gaming consoles
- 2.5x more likely to shop at least once a year for tech gadgets and phones
- 2.1x more likely to shop once a month on make-up or clothing
- Spotify users also have a higher propensity to spend on goods and services online, compared to radio listeners.
“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,” said Spotify Asia regional vice president of sales Ong Sea Yen.