Engaging With Music
Engagingwith Music2021
3ContentsAbout IFPIInsight and analysisInsight@ifpi.org 44 (0)20 7878 7900IFPI.org IFPI orgIFPI is the voice of the recording industry worldwide,representing over 8,000 record company membersacross the globe. We work to promote the value ofrecorded music, campaign for the rights of recordproducers and expand the commercial uses ofrecorded music around the world.1.Executive summary . 32.A global snapshot of music engagement in 2021 . 53.Audio streaming popular the world over . 84.Music’s positive impact on wellbeing . 105.A new and exciting landscape for music listeners . 126.The world’s favourite genres . 147.Radio listening . 168.Engagement with unlicensed music . 189.Country focus: China . 2010.Country focus: India . 2211.Country focus: Russia . 24
45IFPI ENGAGING WITH MUSIC 2021MethodologyIntroductionMusic fans worldwide go beyond listening to deeper engagement with musicIFPI’s Engaging with Music 2021 explores the waysthat people listen to, discover, and engage with musicaround the world. It is the largest music-focusedconsumer study worldwide.The study was carried out amongst a demographicallyrepresentative sample of the online population aged16-64 in the following territories: Argentina, Australia,Brazil, Canada, France, Germany, Italy, Japan, Mexico,Netherlands, New Zealand, Poland, Russia, South Africa,South Korea, Spain, Sweden, United Kingdom andUnited States. The study was also conducted in Chinaand India but results from these two countries are notincluded in “global” figures due to the size and nature ofthese markets.In total, 43,000 internet users were surveyed withhigher numbers of respondents in larger markets.Samples of between 1,000-4,000 respondentswere set in accordance with online population sizeand demographic structure, as determined by thelatest respective census data in each territory. Thisensured that a standard error of /- 3% was achievedthroughout the data, at a 95% confidence level. Studydesign, construction, and analysis was conducted byIFPI with fieldwork organised by AudienceNet.The 21 countries surveyed accounted for 91% of globalrecorded music market revenues in 2020.Fieldwork took place in June and July 2021 when somelevels of pandemic restrictions were still in place in allsurveyed countries.Fans around the globe are connecting with the artistsand music they love in ways never before imagined.IFPI’s Engaging with Music 2021 paints a rich anddiverse picture of the growing ways that fans enjoymusic around the world.Based on the views of 43,000 music fans across21 countries – the largest study of its kind – theresearch finds that not only are fans listening to moremusic, but that they are also seizing opportunitiesto engage with new, dynamic, and immersive musicexperiences.Fuelled by record labels’ investment, the incredibleabundance and growth of music licensed tostreaming services is driving this engagement –particularly through subscription audio streaming,which provides fans the access and autonomy tochoose the artists and music they love.In addition, music has provided fans with comfort andhealing through these challenging times. Engagingwith Music reflects music’s powerful contributionto emotional wellbeing. Younger fans in particularacknowledged the supportive role that music plays intheir lives.development and enjoyment of short-form video –a category that did not even appear in our lastreport two years ago – as well as other areas, likelivestreaming and gaming, to name just a couple.Unfortunately, just as licensed music entertainmentevolves with technology, so too does unauthorizeduse of copyrighted content. This diverts revenuefrom those who invest in and create music – harmingthe prospects of newer artists. Leaks of prerelease content undermine artist campaigns thatare sometimes years in the planning. We work withgovernments worldwide to ensure we have the righttools in place to tackle this issue.The increasingly dynamic and exciting ways fansare now engaging with music are born from anenvironment in which those that own the rightsto music have the freedom to license it for use inthese new and increasingly immersive ways. Theyare enriching the experience for music fans andenhancing the opportunities for artists to sharetheir music and see revenue from it. We continue tocampaign for a fair environment to do this around theworld. These are the successes needed to preservethe health of the music ecosystem.We also see the continued embrace and love of localgenres, celebrated within the unique music culturesfound in each country.We hope that you enjoy this year’s report andwelcome you to visit our website (ifpi.org), theauthoritative source of regularly updated informationabout recorded music.This exciting music landscape continues to evolveand enrich music fans’ experiences, including theFRANCES MOORECHIEF EXECUTIVE, IFPI
67IFPI ENGAGING WITH MUSIC 2021A global snapshot ofmusic engagementin 2021Based on research conducted by IFPI across21 of the world’s leading music markets,this report shines a light on people’s love ofmusic and the central role that it plays inour everyday lives.18.4hoursTime spent listening to music each weekUp from 18 hours in 2019That’s the equivalent of listening to368 3-minute songs a weekThe music engagement mix5%23%Other forms of musiclisteningSubscription audio streaming(e.g., Spotify Premium, Apple Music, Melon)(e.g., TV, on-demand premium videoservices such as Netflix, or musicswapped with family and friends)9%2%Ad-supportedaudio streamingLivePurchased music(e.g., CDs, vinyl, DVDs,downloads)16%Weekly musicengagement22%Video streaming(e.g., YouTube,DailyMotion, Niconico)Music on the radio(e.g., broadcast live, catchup, internet radio stations)3%of the time spent on short formvideo apps involved musicdependant videos such as lipsyncing and dance challenges29%Watching music livestreamswas popular, with almost athird tuning into an event inthe last twelve monthsMusic listening timethrough subscription audiostreaming rose(e.g., free tier ofSpotify or Deezer)(including livestreaming)9% 51%68%11%Social media platformsShort form video apps (new)(e.g., Facebook, Instagram, VK)(e.g., TikTok, Triller)80%Music’s healing power wasapparent. Eight in ten saidthat music helped with theiremotional wellbeing duringthe pandemic30%One in three people stilladmit to using unlicensed orillegal ways to listen to orobtain music
89IFPI ENGAGING WITH MUSIC 2021Audiostreamingpopular theworld overEngagement with streaming– particularly subscriptionaudio streaming – continuesto grow, driven by theability of listeners to findtheir favourite songs, artists,and their own playlists.The top 3 reasonsgiven for paying to usea streaming servicereflected a desire forundisturbed on-demandlistening to the wealth oflicensed music available01No adverts interrupting the music02I can listen to what I want when I want03Access to millions of songsWhen asked how they selected music on streaming services, user’s topthree options were the ability to choose favourite songs, artists, andtheir own playlists78%More than three-quarters of people said they listento music through licensed audio streaming services(subscription and ad-supported) 51%There was strong growth in time spent listening to musicon subscription audio streaming services, which reinforcesthe strong attraction of streaming to music fans35%of those who didn’t subscribe to a paid streaming servicesaid it was because anything they wanted to listen towas available on free video streaming services68%62%62%82% of 16–24s78% of 16–24s73% of 16-24ss aid they search forspecific songs more thanonce a weeksaid they listen to playliststhey created more thanonce a weeksaid they search for aspecific artist more thanonce a weekThe use of subscription audio streaming washighest in younger demographics.*Top 5 countries that spent the most time listeningto music through paid subscription streaming.*60% 16-2461% 25-3449% 35-4437% 45-5428% 55-6467% Mexico62% Sweden57% Brazil54% Germany52% UK* In the last month* In the last month
10 I F P I E N G A G I N G W I T H M U S I C 2 0 2 1Music’spositiveimpact onwellbeingAll over the world, peopleturn to music for comfort,enjoyment, and escapism.This was no differentduring the pandemic, whenreleases from favouriteartists, discovering newmusic, and music’s constantpresence in everydayactivities, supportedpeople’s mental health.1187%said that music providedenjoyment and happinessduring the pandemic75%73%80%Music’s positive impacton wellbeing affectedeven more 16-19sreported that musichelped with theiremotional wellbeingduring the pandemic85%For three quarters of people musicprovided a sense of normalityduring the pandemicAlmost three quarters said that despitetheir routine changing, they couldalways listen to music when needed63%spent time during the pandemic exploring newmusic and finding new favourites68%of 16-19s said new releases from favouriteartists helped them during the pandemic
12 I F P I E N G A G I N G W I T H M U S I C 2 0 2 113A new and excitinglandscapefor musicengagementThis year’s study paints a richand diverse picture of musicengagement, with the rapidemergence of short form video andin-game experiences, all driven bypeople’s love of music.Music is at the heart ofengagement with shortform video68%of the time people spent on short form videoapps involved music-dependent videos such aslip syncing and dance challenges62%Top 5 countries withthe highest monthlyuse of short formvideo apps74% Mexico73% Brazil60% Russia60% Argentina56% South AfricaLivestreamed concerts proved popular and here to stay29%65%Almost one in three saidthey had watched a musiclivestream such as a concertin the last 12 monthsagreed that they would continueto watch music livestreamseven when in-person concertswere possible after pandemicrestrictions were relaxed55%Engagement was highest in:61%Mexico 44%South Africa 44%Brazilsaid livestreams are a greatoption when they can’t attendconcerts in personMusic’s longstanding relationship with gaming continuesagreed or strongly agreed that music is centralto what they enjoy about TikTok71%of short form video users downloaded the appduring the pandemic1 in 20said they had watched a musiclivestream through a gamingplatform31%of gamers have attended avirtual concert on platformslike Fortnite, Roblox, orMinecraft52%of gamers are interestedin watching virtual musicconcerts on gaming platforms
14 I F P I E N G A G I N G W I T H M U S I C 2 0 2 1The world’sfavouritegenresAcross 43,000 respondents,over 300 different genreswere named by at leastone person as the musicthe typically listen to –including gqom, axé, andhokkien song, reflectingthe rich and diverse musiclandscape fans now enjoyaround the world.15Top ck90s80sSoundtracksHip-Hop / Rap /TrapR&BDance /Electronic / House70sSoul / BluesHere are just some of the 300 genres identifiedas being enjoyed by music fans all over the worldSWEDENBlack metalCANADAVideo game soundtracksRUSSIAShisha rapPOLANDDisco poloCHINAHokkien SongSOUTH KOREAK TrotUSZydecoUKNorthern SoulITALYSpace discoSOUTH � (Vocaloid)SOUTH AFRICAGqomNEW ZEALANDTe Reo Māori
16 I F P I E N G A G I N G W I T H M U S I C 2 0 2 1RadiolisteningRadio continues to form animportant part of the listening mix,and music was the primary reasonfor tuning in.17Music fuels people’sengagement with radio74%73 %I tune in to my favouriteradio station because ofthe music it playsI listen to the radiomainly for the music66%Without music, I wouldn’tlisten to the radioAll age groups reported strongengagement with radio*66%16-24* Last three months76%25-3481%81%81%35-4445-5455-64
18 I F P I E N G A G I N G W I T H M U S I C 2 0 2 1Musicpurchasingaround theworldThe demand for physicalmusic continues, especiallyin younger age groups.1912%8%purchased a CDin the last monthpurchased Vinylin the last month15%9%25-34s55-64sVinyl fans like the variedways they could engagewith the formatVinyl purchasers werehighly engaged with musicacross all formats, includingnewer experiences such aslivestreaming11%4%25-34s55-64s40% I like collecting vinyl31% I like the ritual of playing vinyl30% I like immersing myself in a full album21% I like reading the liner notes81%paid for a music streaming service58%of vinyl buyers were typicallybetween the ages of 25-44 years old67%said theydiscovered newmusic or newartists on aweekly basis80%said they enjoyedlivestreams ofmusic during thepandemic80%engaged withmusic on socialmedia57%owned asmartspeaker22.1hours spentlistening to musica week (20%higher thanaverage)
20 I F P I E N G A G I N G W I T H M U S I C 2 0 2 1Engagementwith unlicensedmusicThe availability ofunlicensed music remainsan issue for the musicecosystem, with almost athird of people reportingto have used illegal orunlicensed methods todownload and listen tomusic.2130%38%of 16-24s27%35%used copyright infringementas a way to listen to or obtain musicused stream rippingsites as a way to listen to or obtain musicof 16-24sStream ripping is the illegal practice of creating adownloadable file from content that is availableto stream online. It is now the most prevalentform of online music copyright infringement.14%used unlicensed social media platformsfor music purposes23%uploaded andshared music21%sought unauthorisedleaks of new music18%downloadedmusic
22 I F P I E N G A G I N G W I T H M U S I C 2 0 2 123C O U N T R YF O C U SChinaIn China, short form video was asignificant part of engagement withmusic, with over half of people’stime on apps such as Douyin spentwatching music-dependant videos.97%engaged with musicthrough licensed audiostreaming services(paid and free)22.9 hrsTime spent listening to music each week(up from 17.7hrs in 2019)45%of music listening timewas spent on short formvideo apps61 %used a paid streamingservice (25% in 2019)Top 10 genres01Pop02C-Pop03Cantonese Songs04Soundtracks0590s music06Chinese folk music07Singer-songwriter0880s music09K-Pop10Rock92%57%of the time spent on short formvideo apps involved musicdependant videos such aslip syncing93%used a short form video app inthe last monthsaid music helped withtheir emotional wellbeingduring the pandemic46%watcheda musiclivestream inthe last twelvemonths
24 I F P I E N G A G I N G W I T H M U S I C 2 0 2 125C O U N T R YF O C U SIndiaMuch like India’s rich and varied cultures,music engagement in the country wasdiverse. Local genres shone and theemergence of newer formats – such asshort form video apps – also formed asignificant part of the music mix.21.9 hrs94 %engaged with musicthrough licensed audiostreaming services(paid and free)Top 10 genres01Bollywood02BollywoodComing of Age (80s, 90s)03BollywoodRetro (50’s, 60’s, 70’s)04Punjabi05Traditional Music Only (e.g., Hindustani,Carnatic, Folk, Devotional, Ghazal, Trap08InternationalRock09Soundtracks(film or TV)10InternationalDance / Electronic / HouseTime spent listening to music each week96%said music helped withtheir emotional wellbeingduring the pandemic74 %of the time spent on short formvideo apps involved musicdependant videos such aslip syncing60%used a short form video app42%watched a musiclivestream in thelast twelve months67%used a paid streamingservice (38% in 2019)68%used unlicensed or illegal waysto listen to music33%discovered musicon TV shows orin films, a higherfigure than in anyother country
26 I F P I E N G A G I N G W I T H M U S I C 2 0 2 127C O U N T R YF O C U SRussiaIn Russia’s fast-developing musicmarket, engagement with licensedstreaming services was strong andlocal music was popular.18.9 hrs01020304050607080910Russian Pop90s49% 60 %International Pop80sof men listened toRussian rockRussian Rockengaged withlicensed audiostreamingEstrada / Russian old PopSoundtracks (film or TV)16-24sRussian ChansonInternational Dance / Electronic / House54%42% 39%listened most toRussian Rapused a short form video appand InternationalHip-Hop and Rap80%of all music listeningtime was to musicfrom Russian artistslistened to musicthrough the radioof music listening time was spenton short form video apps60%of women listened toRussian popInternational Rock82 %Time spent listening to music each week(up by 2.4 hours compared to 2019)15 %Top 10 genres31%used a paid streamingservice (26% in 2019)60%of 16-19sdiscovered newmusic on shortform video appslike TikTok.81%81%of radio listenersagreed that theylistened to theradio mainly forthe musicalso said theylistened to theirfavourite radiostation because ofthe music it played
for music engagement This year's study paints a rich and diverse picture of music engagement, with the rapid emergence of short form video and in-game experiences, all driven by people's love of music. of gamers are interested in watching virtual music concerts on gaming platforms agreed that they would continue to watch music livestreams
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