Nielsen Music: Canadians Spending More Time Listening To Music, Radio Remains Top Format For Discovery
June 4, 2015 at 12:04 PM (PT)
NIELSEN MUSIC's latest report indicates that overall time spent listening to music in CANADA is up 20% since 2013, while, for teens, the lift is even higher at 40%. According to the newly released 360 CANADA findings, the shift comes as music consumption on tablets and smartphones reaches an all-time high as streaming music continues its upward trend.
NIELSEN also noted that 90% of CANADIANS report listening to 24 hours of music a week, and 95% of CANADIAN teens listened to an average of 31 hours of music a week. Most listen to music in the background while doing other activities, notably teens who spend one third of their music time while doing other leisure activities like playing video games, reading, etc.
The report also looks at the ways technological shifts are impacting music consumption, pushing streaming volume up 94% since NIELSEN began tracking streaming activity last JULY. CANADIANS who reported streaming music in the past year has grown to 71%, with teens spending twice the amount of listening time streaming music as the general CANADIAN population with YOUTUBE/VEVO being the key driver to how they are discovering new music. Both teens and millennials value the social aspects of streaming services, but teens more commonly discover music through friends or relatives.
Millennials are adopting SPOTIFY over twice as rapidly as the total while teens more often use GOOGLE PLAY. FRENCH-speaking CANADIANS generally stream less than the general population, but they are more inclined to use GALAXIE DIGITAL. On the whole, however, radio remains the top format for discovery, with 2/3 of CANADIANS using radio to discover new music.
Among music listeners, at least half of all smartphone and computer owners use a digital music service on their device. 74% of CANADIAN teens own a smartphone and they are more likely to use these mobile devices to listen to music than other generational groups. And what are they listening to? While most music listeners in CANADA select Rock or Pop, CANADIAN teens are listening to dance, hip hop and rap.
For the full report, go here.