2021年参与音乐报告（英）-15页_1mb

Summary of "Engaging with Music 2021"

Core Content

The IFPI report "Engaging with Music 2021" provides an in-depth analysis of global music consumption habits and engagement patterns, highlighting the evolving ways people interact with music across different platforms and demographics. It covers various aspects of music engagement, including streaming, radio, video content, and the impact of music on emotional wellbeing. The report also focuses on three major countries: China, India, and Russia, to provide a regional perspective on music consumption.

Main Points and Key Insights

Global Music Engagement Overview

• Total respondents: 43,000 across 21 countries.
• Key platforms:
  • Subscription audio streaming (e.g., Spotify Premium, Apple Music) accounted for 23% of total music engagement.
  • Ad-supported audio streaming contributed 9%.
  • Radio was the most popular platform, with 16% of engagement.
  • Live events and livestreaming made up 2%.
  • Other forms (e.g., TV, on-demand video, music swaps) accounted for 5%.
• Time spent listening:
  • 18.4 hours per week on average, up from 18 hours in 2019.
  • 368 3-minute songs per week.
• Growth in streaming:
  • +51% increase in time spent on subscription streaming.
  • 68% of users search for specific songs more than once a week.
  • 73% of 16-24-year-olds search for specific artists weekly.
• Wellbeing impact:
  • 80% of global users reported that music helped with emotional wellbeing during the pandemic.
  • 85% of 16-19-year-olds felt music helped them during the pandemic.
  • 75% of people felt music provided a sense of normality during the pandemic.

New and Immersive Music Experiences

• Short-form video apps (e.g., TikTok, Triller) became a major part of music engagement, with 68% of time spent on these apps involving music-dependent content.
• Gaming and livestreaming are emerging as significant platforms for music engagement.
  • 29% of users watched music livestreams in the last 12 months.
  • 65% said they would continue to watch livestreams even after in-person concerts resumed.
  • 31% of gamers attended virtual concerts on platforms like Fortnite and Roblox.

Country Focus

China

• Music engagement:
  • 22.9 hours per week (up from 17.7 hours in 2019).
  • 45% of listening time was on short-form video apps.
  • 97% used licensed audio streaming services.
• Streaming usage:
  • 61% used paid streaming services.
  • 22.9 hours of weekly listening.
• Genres:
  • Top 10 genres: Pop, C-Pop, Cantonese Songs, Soundtracks, 90s music, Chinese folk music, Singer-songwriter, 80s music, K-Pop, Rock.
• Unlicensed music:
  • 68% of users engaged with music through unlicensed means.
  • 93% used short-form video apps in the last month.

India

• Music engagement:
  • 21.9 hours per week.
  • 96% said music helped with emotional wellbeing during the pandemic.
  • 94% used licensed audio streaming services.
• Streaming usage:
  • 67% used paid streaming services.
  • 38% in 2019.
• Genres:
  • Top 10 genres: Bollywood, Bollywood Coming of Age, Bollywood Retro, Punjabi, Traditional Music, International Pop, International Hip-Hop/Rap/Trap, International Rock, Soundtracks, International Dance/Electronic/Club.
• Unlicensed music:
  • 68% used unlicensed or illegal ways to listen to music.
  • 74% of time on short-form video apps involved music-dependent videos.

Russia

• Music engagement:
  • 18.9 hours per week (up by 2.4 hours from 2019).
  • 15% of listening time was on short-form video apps.
• Streaming usage:
  • 82% used licensed audio streaming.
  • 31% used paid streaming services.
• Genres:
  • Top 10 genres: Russian Pop, 90s, International Pop, 80s, Russian Rock, International Rock, Estrada, Soundtracks, Russian Chanson, International Dance/Electronic/Club.
• Unlicensed music:
  • 60% of users used short-form video apps.
  • 54% of listening time was on Russian artists.
  • 60% of 16-19-year-olds discovered new music on short-form video apps.

Key Challenges

• Unauthorized use:
  • 30% of users still used unlicensed methods to obtain music.
  • Stream ripping is the most common form of copyright infringement, with 27% of 16-24-year-olds using it.
  • 14% used unlicensed social media platforms for music.
  • 23% uploaded and shared music illegally.
  • 21% sought unauthorized leaks of new music.

Conclusion

The report highlights the global growth in music streaming, especially subscription-based services, as the primary method of engagement. It also emphasizes the positive emotional impact of music, especially during the pandemic, and the increasing role of short-form video and gaming in music consumption. While licensed platforms are becoming more dominant, unauthorized use remains a challenge, particularly among younger audiences. Regional differences are notable, with China, India, and Russia showing unique preferences and engagement patterns. The music ecosystem continues to evolve, driven by technological innovation and consumer demand.