MUSIC

MATTERS

MUSIC

MATTERS

>> MP3 player ownership was high (85%), leading to more music being consumed

>> The mobile phone was the preferred music device by many (68%) though few had made the switch (10%)

>> Large music libraries, low levels of spend on all music formats (=piracy)

>> A wish that the industry would make it easier to access music (=legal)

2006

2007

MUSIC MATTERS>> Youth across Asia are consuming more music than ever before, and music passion is at an all time high.

>> Hard drives are full of MP3’s. Yet music spend is low compared to music download activity.

>> What’s the state of music consumption among Asian youth? And what can we do to help it grow ????????????????

2007

What matters about music

passion

consumption

Ownership

Piracy

Solutions

2007

2007 findings

Survey by Synovaten=3,857. April 2007. 15-34 years oldAll income households10 urban centers: India, Singapore, Indonesia, Malaysia, Philippines, Thailand, China, Hong Kong, Taiwan, Korea

2007

music passion is at an all time high ...

SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-24. Urban Youth in 10 CountriesSOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries

84% of young asians like music ...

SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-24. Urban Youth in 10 CountriesSOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries

54% of young asians love music ...

SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-24. Urban Youth in 10 CountriesSOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries

4% of young asians hate music ... :-(

SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-24. Urban Youth in 10 CountriesSOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries

12% of young asians would listen every minute of the day ...

if they could SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-24. Urban Youth in 10 CountriesSOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries

71 7064 61

45 43 42 42 38

27

INDIA INDO PHIL THAI KOR MAL CHINA TWN SNG HK

SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries

music passion (% very passionate)

music passion (% very passionate)

SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries

6759

46

15-19 20-2425-34

music passion (% very passionate)

SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries

46

54

2006 2007

we are fortunate that so many young asians are passionate about music ...

SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-24. Urban Youth in 10 CountriesSOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries

SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries

asia loving asia ...

SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries

SPOTLIGHT ON ASIA

GROWING LOCAL PRIDE

RISE IN ASIAN MUSIC

DECLINE OF THE “WEST”

favorite music ...

SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries

61

55

28

28

2518

15

LOCAL POP

WESTERN POP

OTHER ASIAN POP

MANDARIN POP

KOREAN POP

CANTO POP

JAPANESE POP

LOCAL PREVAILS OVER “WESTERN” MUSIC

80

4029 29

2514

10 92KOR CHINA TWN THAI MAL SNG HK PHIL INDO INDIA

Favorite Music - % Like Korean Music

SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries

THE KOREAN “WAVE” CONTINUES ... NORTH AND SOUTH

CHINESE YOUTH ARE LISTENING TO A WIDE VARIETY

OF MUSIC THESE DAYS ....

SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries

8866

6452

4032

20

MANDARIN POP

WESTERN POP

LOCAL POP

CANTO POP

KOREAN POP

JAPANESE POP

OTHER ASIAN POP

Favorite Music - Chinese Youth

A MIX OF MASS AND INDIE ARTISTS, VERY LOCALIZED,

WITH FEW “MEGA” STARS

SOURCE: MTV Young Asians Research October 2006 (Synovate). 15-24. Urban Youth in 10 Countries

Favorite Music - Fragmentation

FIRST SECOND THIRD

Hong Kong Eason Chan 8% Janice 7% Justin Lo 7%

Singapore Black Eyed Peas 12% Jay Chou 7% JJ Lin 6%

Taiwan Jolin Tsai 9% Jay Chou 9% 5566 8%

Malaysia Black Eyed Peas 9% Jay Chou 6% Linkin Park 5%

Thailand Potato 16% Clash 11% Big Ass 5%

Indonesia Samsons 18% Peter Pan 17% Agnes Monica 12%

Philippines MYMP 14% Kamikaze 11% Kitchie Nadal 7%

South Korea SG Wannabe 11% Dong Bang Shin Ki 9% Rain 8%

China Jay Chou 14% JJ Lin 5% Andy Lau 5%

India Himesh Reshimiya 23% Abhijit Sawant 15% Sonu Nigam 12%

My favorite singer ...

we can see the importance of regional and local artists, with a rising indie spirit ...

SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries

CONSU

MPTION

SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries

Legal Purchases - % Past Month

34

14

9

INSTORE CD

ONLINE MP3

ONLINE CD

OFFLINE OVER ONLINE, WITH LOW DIGITAL PURCHASING

SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries

Illegal Purchases - % Past Month

25

19

18

UNPAID MP3

PIRATE CD

FILE SHARE

HIGHER (CLAIMED) LEVELS OF ILLEGAL PURCHASING

SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries

Illegal CD Purchase - % Past Month

4947

20

15 14 13

4 3 2 2Phil Indo Mal China Thai India Twn Korea HK Sing

CLEARLY UNDERSTATING THE PURCHASE OF PIRATED CDS

SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries

Unpaid Download - % Past Month

63

3732 30

23 2219

14

74

China Korea Thai Twn HK Phil Mal Sing India Indo

AND NOT PAYING FOR IT ONLINE

SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries

Unpaid Download - % Past Month

34

28

20

15-19 20-24 25-34

WITH TEENS BEING THE MAIN DOWNLOADERS ...

SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries

BUT LET’S LOOK

FORWARD

SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries

68% OF ASIAN YOUTH WANT THE

INDUSTRY TO HELP THEM GET MUSIC

SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries

Help me get digital music

89

77 7570 67

63 61 60 59

39

India Phil Indo China Thai Twn Sing HK Mal Korea

% agree “the industry could do more to help me get digital music”

changing

music habits ...

SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries

030

60

56

53

19

Computer p30d

MP3 Player p30d

Internet Radio p30d

how I listen to digital music ...

SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries

61% are listening

to more music now

that it!s digital

SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries

and 71% believe

their music will be

all or mostly digital

in five years time

SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries

they are also

consuming their

music videos

more diversely

SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries

0 4080

78

27

13

TV p30d

NET p30d

MOBILE p30d

how I watch music videos ...

SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries

the!mobile!phone

76% have their own

mobile

SOURCE: MTV Young Asians Research October 2006 (Synovate). 15-24. Urban Youth in 10 Countries

SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries

27% have downloaded

music to their mobile

SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries

57% would like to replace their mp3

player with a music phone

SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries

63% would like the industry to help

them get music on their phone ...

SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries

79 76 7468

6055 54 52

4943

India Phil Indo Thai Mal HK Sing Korea Twn China

% agree “the industry should work with the telcos to deliver music on the phone”

Help me get mobile music

the future is

clearly mobile

and digital

61% are listening

to more music now

that it!s digital

music passion is

high, and young

asians want easier

access digital music

music does matter

thank you