NIELSEN MUSIC 360 CANADA REPORT - Nielsen Global Connect | Nielsen Global Media · 2019-05-29 ·...

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N I E L S E N M U S I C 360C A N A D AR E P O R T 2016 H I G H L I G H T S

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How We Consume Music .................................... 4

How We Discover Music ..................................... 5

How We Spend on Music ................................... 6

The Streaming Opportunity ................................ 7

Methodology ...................................................... 8

Report Content Summary ............................... ... 9

TABLE OF CONTENTS

MUSIC 360 CANADA 2016 HIGHLIGHTS2

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Music listening in Canada remains as popular as it ever has been, driven

by new music services and great new music by home-grown superstar

artists (Drake, Bieber, The Weeknd to name a few). What continues to

change, however, is how fans are accessing and engaging with music.

While physical album sales continue to decline, Canadians are attending

more, and spending more of their money on live events. Teens and

Millennials are spending more on streaming. 2016 has also seen a

shift toward mobile devices – especially to smartphones and tablets, a

trend driven by Teens and Millennials that is likely to continue into the

foreseeable future. As music consumption moves to mobile devices,

those streaming services that are utilized most by the mobile crowd will

become even more influential.

The pages here represent a selection of highlights from the Nielsen Music 360 Canada 2016 Report, now in its third year. Nielsen Music

360 Canada is a comprehensive, in-depth study of consumer interaction

with music in Canada. The study looks at who music fans are, when and

where they are consuming content (of all types, not just music) and

what brands, devices and services they love. The Report features in-

depth insights on Consumer Segments (e.g. Millennials, Francophones),

Audience Insights, Discovery, Share of Time and Wallet, Social Media,

Brands and much more.

Clients use Nielsen Music 360 Canada to gain a deep

understanding of their most valuable consumers and to

develop strategies that grow their brands, audiences and

services. The full study is available as a syndicated report.

There are also opportunities for further analyses against

custom targets (e.g. for a specific genre, demographic or

certain device user, etc.) Additionally, the entire study can

be made available through a desktop crosstab application.

Call us today to f ind out more about the study and how you can grow your brand through music.

2016 NIELSEN MUSIC 360 CANADA

Copyright© 2016 The Nielsen Company 3

4NIELSEN 360 MUSIC REPORT - 2015 HIGHLIGHTS Copyright © 2015 The Nielsen Company

HOW WE CONSUME MUSIC

MUSIC CONSUMPTION IS INCREASINGLY MOBILE BUT IT’S STILL STRONG

Music listening is as popular ever, 90% of Canadians listen to music

(93% of Teens and Millennials) and do so for an average of 24 hours

per week. The consumption of music continues to shift toward mobile

devices, especially smartphones. The popularity of music and shift

toward mobile will likely continue in the future, particularly because

music and mobile are even more popular with Teens and Millennials –

56% of Teens and Millennials listen to music on their smartphones in

a typical week.

Copyright © 2016 The Nielsen Company

MUSIC CONSUMPTION

Nielsen Music 360 Canada

CZL. Identies Music Listeners

CZ2. Total Time with Music - Typical Week

CACT: Which of the following activities, if any, have you done in the past 12 months?

xCNb. Thinking about a typical week, which of the following physical devices do you use to listen to music?

Base: Total: 2016 (2552), 2015 (2518); Music Listeners & Device Owners: 2016 (2253), 2015 (2193)

CANADIANS TEENS & MILLENNIALS

LISTENTO

MUSIC

EVERY WEEK

SMARTPHONESIN A TYPICAL WEEK

ONLINEIN A TYPICAL WEEK

24 HOURSIS THE AVERAGETIME PER WEEK SPENT

34% 56%

93%90%

70% 87%

For an in-depth look at how fans are consuming music, get the complete

Nielsen Music 360 Canada 2016 Report. Email [email protected] for details.


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To see how music discovery varies by consumer, get the complete Nielsen Music 360 Canada 2016 Report. Email [email protected] for details.

HOW WE DISCOVER MUSIC

WHILE RADIO REMAINS THE TOP SOURCE FOR MUSIC DISCOVERY, THERE IS A SHIFT TO ONLINE AM/FM CONSUMPTION

Radio remains the primary method of music discovery, with more people

discovering music via AM/FM radio online compared to last year (21%

vs. 11% 2015). While discovery via online music streaming services is

also trending upwards, AM/FM radio is the most popular method of

discovery for Millennials.


MUSIC DISCOVERY

Nielsen Music 360 CanadaCM5. Which of the following are ways you discover new music?Base: Total: 2016 (2552), 2015 (2518)

2015: 61%

2015: 11%

65%52%21%9%7%40%30%22%21%20%14%

ALL RADIO (Net)Listening to AM/FM Radio 'over the air'

Listening to AM/FM Radio station onlineListening to Satellite Radio Listening to Cable Audio

Friends/relativesMovies/Movie soundtracks

TVOnline audio or video streaming websites/apps

Social media websites/appsBrowsing online music stores

2015: 13%

2015: 19%

AM/FM RADIO IS THE MOST POPULAR METHOD OF

DISCOVERY FOR MILLENNIALS.

58% OF TEENS DISCOVER VIA FRIENDS/RELATIVES (HIGHEST METHOD

OF DISCOVERY FOR THEM).

ABOUT 33% OF TEENS & MILLENNIALS DISCOVER VIA AUDIO/VIDEO STREAMING

AND/OR SOCIAL MEDIA.


MUSIC DISCOVERY

Nielsen Music 360 CanadaCM5. Which of the following are ways you discover new music?Base: Total: 2016 (2552), 2015 (2518)

2015: 61%

2015: 11%

65%52%21%9%7%40%30%22%21%20%14%

ALL RADIO (Net)Listening to AM/FM Radio 'over the air'

Listening to AM/FM Radio station onlineListening to Satellite Radio Listening to Cable Audio

Friends/relativesMovies/Movie soundtracks

TVOnline audio or video streaming websites/apps

Social media websites/appsBrowsing online music stores

2015: 13%

2015: 19%

AM/FM RADIO IS THE MOST POPULAR METHOD OF

DISCOVERY FOR MILLENNIALS.

58% OF TEENS DISCOVER VIA FRIENDS/RELATIVES (HIGHEST METHOD

OF DISCOVERY FOR THEM).

ABOUT 33% OF TEENS & MILLENNIALS DISCOVER VIA AUDIO/VIDEO STREAMING

AND/OR SOCIAL MEDIA.



To learn more about how music spend varies by consumer, get the complete Nielsen Music 360 Canada 2016 Report. Email [email protected] for details.

HOW WE SPEND ON MUSIC

Canadian music consumers’ music-related expenditure is increasingly

being allocated to live, experiential events and paid streaming

services. More than half of all music expenditure is dedicated to

live events, and Teens and Millennials have more than doubled their

spend allocation on streaming over the past year.


ANNUAL MUSIC SPENDING

Nielsen Music 360 CanadaCSWA. In a typical year, about how much money do you spend on the following entertainment activities?Base: Total: 2016 (2552), 2015 (2518), Teens (Age 13-17): 2016 (415), 2015 (391) & Millennials (Age 18-34): 2016 (1151), 2015 (1028)

CANADIANS TEENS MILLENNIALS

BUYING ADMISSION TO LIVE MUSIC CONCERTS

BUYING ADMISSIONS TO MUSIC FESTIVALS

SATELLITE RADIO SUBSCRIPTION

PAID ONLINE MUSIC STREAMING SERVICES

BUYING PHYSICAL FORMS OF MUSIC (I.E. CDS, VINYL, ETC.)

BUYING DIGITAL TRACKS/ALBUMS

BUYING MUSIC GIFT CARDS FOR OTHERS

PAYING COVER TO SMALL LIVE MUSIC SESSIONS

BUYING ADMISSION TO DJ EVENT

3% 6% 7% 7% 9% 12%6%7% 5% 4%

7%9%

8%7% 8% 7%

4%5%11%

11%21% 18% 14%

11%20% 16%

13%13% 17% 14%

2% 4%3% 7% 3% 7%9% 6%5% 4% 3%

4%9% 11%12% 12%

12%14%

33% 31% 27% 27% 30%24%

2015 2016 2015 2016 2015 2016

+133%

+133%

+33%


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TO GET THE COMPLETE NIELSEN MUSIC 360 CANADA REPORT email [email protected] today.

THE STREAMING OPPORTUNITY

As music consumption – especially for Teens and Millennials – moves to mobile

devices, those streaming services that cater to the mobile crowd will become

more and more influential. When selecting a music streaming service, between

75-81% of streamers mention that cost and ease of use are most important. Nine

percent of those that currently do not pay for streaming indicate they are likely

to subscribe in the next six months. The most common reason cited as a reason

to not subscribe is the price. However, those that do pay for streaming spend

more on music overall. A services’ song library is of particular importance to

Millennials as they decide whether to pay for streaming. In this regard, exclusivity

will likely become more and more important when services look to convert

younger listeners to paid streamers.


STREAMING SERVICE IMPORTANCE

THE STREAMING OPPORTUNITY

Nielsen Music 360 Canada

CFE: How important are each of the following features to you, when choosing a music streaming service to use?

Base: Music Listeners & Streamers - Total (1818), Teens & Millennials (1350)

CPAYN. Likely to Pay for Online Music Streaming Services in Next 6 Months

Base: Do Not Currently Subscribe (2355)

66% 75%81% 75%79% 74%

COST EASE OF USE SONG LIBRARY

LIKELY TO PAY FORSTREAMING SERVICEIN NEXT 6 MONTHS

TOTAL MUSIC SPEND

VERY/SOMEWHAT LIKELY NEITHER LIKELY NOR UNLIKELY SOMEWHAT/VERY UNLIKELY

9%

16%

13%

Teens & Millennials

78%

PAID STREAMERS spend over2.3X as much on Live Events thanNON-PAID STREAMERS

PAID STREAMERS spend over2.7X as much on music thanNON-PAID STREAMERS

CANADIAN MUSIC CONSUMERS TEENS & MILLENNIALS



NIELSEN MUSIC 360 CANADA 2016 METHODOLOGY

• The Nielsen Music 360: Canada Report is a comprehensive, in-depth study of consumer

interaction with music in Canada.

• Data for this study was collected March 26 to April 14, 2016 among 3,519 consumers

ages 13+, general population n = 2,552. Surveys were conducted online using a third

party panel in both English and French.

• Data was weighted to the Canadian census population based on age, gender, region,

education and household size.

• This is the syndicated report, containing notable highlights about consumer behavior

with relation to music. There are also opportunities for further analyses against custom

targets (i.e. for a specific genre, or certain device users, etc.). Additionally, the entire

study can be made available through a desktop crosstab application.

TO GET THE COMPLETE NIELSEN MUSIC 360 CANADA REPORT EMAIL [email protected] TODAY.


9NIELSEN 360 MUSIC REPORT - 2015 HIGHLIGHTS Copyright © 2015 The Nielsen CompanyCopyright© 2016 The Nielsen Company 9

KEY CONSUMER SEGMENTS (included but not limited to)• General Population 13+• Millennials• Teens• Francophones• Music Streamers (Audio/Video)• Audio Streamers• Paid Streamers• Radio Listeners• Music Festival Attendees

PANELIST ATTRIBUTES• Age• Gender• Household member demographics• Household income• Education• Region• Post Code• Employment Status• Marriage Status

LEISURE TIME USETime spent on music listening as both a primary and background activity.Money spent purchasing music in different formats and admission to live music events.• Weekly hours spent engaged in all selected entertainment consumption activities• % of time spent with each channel of music listening• Listening in the home and out of home• Weekly hours spend listening to music in the background• Annual money spent on entertainment

MEDIA CONSUMPTION• Device ownership• Social network connectivity• Entertainment consumption activities (Music/Movies/Books)• Tech brand preferences• Which platforms are used to listen to, stay informed about, or follow musicians• On which devices each medium Is used and in what context

STREAMING MUSICStreaming: How many people? How has this grown? Audio or video? What services are they using? How many services do people use? How often? How much time with streaming v. radio? How likely are people to pay for streaming?• Streaming music subscriptions, current, intent to subscribe• Length of time subscribed• Loyalty, satisfaction with services• Rating services on attributes• Adoption of new services as they come available• Perceptions about commercials• Availability of tracks (i.e. windowing) and implications• Passive vs. active listening• Activities: playlists, sharing, etc.• Streaming as a driver of purchasing• Streaming in car• Music/video streaming capabilities in home• Online concerts/events• Awareness of different music services• Paid streaming market profile

- Profile of current users and prospective paid streaming users- Barriers to paying for streaming- Opportunities to activate new paid streaming subscribers- Value of streaming to the market

RADIO LISTENING (BASE: RADIO LISTENERS)Radio-listeners v. streamers? What is the overlap? Where are each taking place? What’s winning in the car? (Radio v. Streaming, which streaming service is winning?)• Time of day tuned in weekdays/weekends• Weekly/monthly listening across platforms• In car and office online radio usage• Perceived changes in radio listening year over year• Interest in listening to AM/FM radio on a smartphone

MUSIC DISCOVERY BEHAVIORHow are people discovering new music? Millennials? Radio Listeners? Streamers?• Platforms used• Frequency of use• Rating of helpfulness• Preferred attributes of frequented sites

MUSIC ACQUISITION DEEP DIVE• Quantity of CDs purchase for self/others. Total and per retailer• Annual dollars spent at digital retailers• Genres purchased• Devices purchased for• Free music acquisition (Copies, downloaded tracks, stream ripped, video stream ripped)• Frequency of torrent/download sites used

LIVE MUSIC CONSUMPTION (BASE: LIVE EVENT ATTENDEES)Who is attending live events? Who is going to festivals? How much awareness is there of festivals? How do they choose the festival?• Annual number of events attended by size/type• Past major festival attendance• Future major festival attendance plans• With whom are events attended• Social behavior while attending via Smartphone

BRANDED ACTIVATIONS• Favourability toward brands who are involved with music in various ways (tours,

exclusive downloads, sweepstakes, VIP options, pre-sales, etc.)• Brand associations with music

MOBILE MUSIC (BASE: SMARTPHONE/TABLET OWNERS)• Hardware, service providers, Operating System used• How consumers are listening and engaging on their devices

BEHAVIORAL PROFILE SELF ASSESSMENT (SCALE OF 1-5 AGREE/DISAGREE) Example statements:• I am often the first to try new technologies• A smartphones is my primary “entertainment device” - it’s my “go to” device for social

connections, music, videos, games, etc. • It is important to me to always have the latest technology• I am the type of person that is loyal to brands that I like• When I really like a brand, I tell my friends about it• Whenever I go shopping, I typically buy a little something extra that was

unplanned - an “impulse purchase”

MUSIC ‘FANHOOD’ SELF ASSESSEMENT LEVEL (SCALE OF 1-5 AGREE/DISAGREE)Example statements:• I connect with friends and family through music• My friends think of me as a trendsetter when it comes to music• I like it when I have the “inside scoop” about the music that I like,

when I know/learn something that my friends don’t know yet • I would like to know more about the creative process from the musicians/bands I like• I try to see my favourite artists whenever they tour or play a show near me• The local independent record store sells music that reflects my musical

tastes and preferences • I’ve purchased t-shirts or other merchandise from my favourite artist in the last year• Independent music has more artistic integrity than mainstream/commercial music• New technologies and services (such as streaming, shared playlists, etc. )

have made it easier for me to discover new musicians/bands that I like • I don’t buy as much music as I used to because I am streaming music free from the internet• I could afford to spend more money on music than I do• I listen to music on YouTube the way that other people listen to radio• Music is an impulse buy for me; I don’t plan ahead

MARKETING• Brand favourability based on music marketing strategies like

sponsorships, product placement, promotional materials, etc.• Fan level for specific artists.• Brand awareness / favourability• How became aware of different music festivals

NIELSEN MUSIC 360 CANADA CONTENT SUMMARY

TO RECEIVE THE FULL REPORT, CALL YOUR NIELSEN REPRESENTATIVE OR EMAIL [email protected]

The following summary outlines the key topics in the Nielsen Music 360 Canada Report.

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ABOUT NIELSEN Nielsen Holdings plc (NYSE: NLSN) is a global performance

management company that provides a comprehensive understanding

of what consumers watch and buy. Nielsen’s Watch segment provides

media and advertising clients with Total Audience measurement

services for all devices on which content — video, audio and text

— is consumed. The Buy segment offers consumer packaged goods

manufacturers and retailers the industry’s only global view of retail

performance measurement. By integrating information from its Watch

and Buy segments and other data sources, Nielsen also provides its

clients with analytics that help improve performance. Nielsen, an S&P

500 company, has operations in over 100 countries, covering more than

90% of the world’s population.

For more information, visit www.nielsen.com.

Copyright © 2016 The Nielsen Company. All rights reserved. Nielsen and

the Nielsen logo are trademarks or registered trademarks of CZT/ACN

Trademarks, L.L.C. Other product and service names are trademarks or

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