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1、Global Music&Metrics:A Data-Driven Overview of the Asian Music IndustryAll That Matters20232IntroductionAgendaWho is Luminate?How big is music streaming across Asia?Language trends and the growth in Japanese language musicCase Study:How Anime Helped Yoasobis“Aidoru”Go Global Helena KosinskiVP,Global
2、Who is Luminate?Luminate The trusted independent leader in Music consumption and audience intelligence now combined with Luminate Film&TVLuminate Data is the official data provider to Billboard for charts in the U.S.,Canada&GlobalConsumption Global IntelligenceConsumer Insights5Global,Regional&Count
3、ry Level InsightsEast Asia JapanRepublic of KoreaTaiwanHong KongExpanded Intelligence in 2023South East AsiaIndonesiaMalaysiaPhilippinesSingaporeThailandVietnamAustralasiaAustraliaNew ZealandMiddle East,Turkey&AfricaEgyptSaudi ArabiaUAESouth AfricaTurkeyWestern EuropeAustriaBelgiumFranceGermanyIrela
4、ndItalyLuxembourgNetherlandsPortugalSpainSwitzerlandU.K.Eastern Europe CroatiaCzechiaPolandNorth AmericaU.S.CanadaLatinAmericaArgentinaBrazilBoliviaColombiaChileEcuadorMexicoPeruNordicsDenmarkFinlandSwedenNorwayIcelandSouth AsiaIndia6We Answer These Types of Questions Following Insights:Consumption
5、and Audience IntelligenceHow am I doing petitor X or Y?How are others doing(country,song,artist)?Who is my audience/others audience now and what are they looking for?Where should I invest?What is impact of my investment?How can I tell my artist story to brands/live venues?Download this presentation
6、through the QR code on your seat7What Data Are We Sharing Today?Country Level Streaming and Digital Sales Country Level Consumption for 47 markets,including all key Asian markets Japan,Republic of Korea,Philippines,Indonesia,Malaysia,Thailand,Vietnam,Hong Kong,Singapore,Taiwan and IndiaResearch Suit
7、e:More Audience InsightsAudience Insights into 30 countries including:Japan,Republic of Korea,Philippines,Indonesia,Malaysia,Thailand,Vietnam,and SingaporeGeographies:Data ProvidersHow Big Is Music Streaming Across Asia?9SOURCE:LUMINATE MUSIC CONNECT LUMINATE DATA 2023Global Metrics1H 2023 Compared
8、To 1H 20223.3T1.6T2.0T2.5T10Audio+Video Streaming-Asia1H 2023 vs 1H 2022400.3B31 Dec 2021-30 Jun 2022(Weeks 1-26)830.4B30 Dec 2022-29 Jun 2023(Weeks 1-26)+107.4%Change PercentageLUMINATE MUSIC CONNECT(HONG KONG,INDIA,INDONESIA,JAPAN,REPUBLIC OF KOREA,MALAYSIA,THE PHILIPPINES,SINGAPORE,TAIWAN,THAILAN
9、D,VIETNAM)11Top 3 Countries:Year-Over-Year GrowthTotal On-Demand Audio+Video StreamingLUMINATE MUSIC CONNECT(HONG KONG,INDIA,INDONESIA,JAPAN,REPUBLIC OF KOREA,MALAYSIA,THE PHILIPPINES,SINGAPORE,TAIWAN,THAILAND,VIETNAM)Republic of Korea2626.5 5B B1H 2023 Total OD,compared with 12.7B in 1H 2022+109%10
10、9%1H 23 vs 1H 22Indonesia105105B B1H 2023 Total OD,compared with 49.4B in 1H 2022+112112.5 5%1H 23 vs 1H 22India444.444.7 7B B1H 2023 Total OD,compared with 192.5B in 1H 2022+131%131%1H 23 vs 1H 2212Which Generations Drive Streaming?Younger listeners are driving audio streaming adoption88%of Millenn
11、ial Filipino music listeners are music streamers69%of Millennial music listeners in Singaporeare music streamers68%of Gen Z music listeners in Japan are music streamers LUMINATE INSIGHTS MUSIC 360-PHILIPPINES,SINGAPORE,JAPAN-2023 13#1 Source of Music DiscoveryHow music listeners find new contentIn t
12、he Philippines74%42%51%LUMINATE INSIGHTS MUSIC 360-PHILIPPINES,SINGAPORE,JAPAN-2023 Social MediaVideo/Audio StreamingIn SingaporeIn JapanTelevisionLanguage Trends&the Growth in Japanese Language MusicTrends in LanguageShare of Japanese language content in Top 10k tracks is increasing this year acros
13、s Asia while English language share is decreasingBASED ON TOP 10K ON-DEMAND AUDIO+VIDEO STREAMING TRACKS IN EACH COUNTRY AND GLOBALLYLUMINATE DATA 2023GlobalYTD 2023(Week 26)Change over FY 22English56.40%-5.70%Spanish10.60%-1.20%Hindi8.70%2.60%Korean3.10%-0.10%Portuguese1.60%0.00%Japanese1.80%0.50%B
14、iggest Decline:English Biggest Gainer:HindiKoreaYTD 2023(Week 26)Change over FY 22Korean53.30%-4.70%English27.90%0.10%Japanese7.30%4.20%Spanish0.50%0.00%Chinese,Mandarin0.40%0.20%Biggest Decline:Korean Biggest Gainer:JapaneseJapanYTD 2023(Week 26)Change over FY 22Japanese66.10%-0.10%English14.90%-0.
15、20%Korean9.70%-1.80%Spanish0.30%0.10%Chinese,Mandarin 0.20%0.10%Biggest Decline:Korean Biggest Gainer:Spanish/Chinese,MandarinIndonesiaYTD 2023(Week 26)Change over FY 22English39.10%-4.80%Indonesian25.70%-2.80%Korean6.00%-1.40%Japanese1.40%0.50%Mandarin0.30%-0.30%Biggest Decline:English Biggest Gain
16、er:JapanesePhilippinesYTD 2023(Week 26)Change over FY 22English65.80%-5.00%Tagalog13.40%-0.80%Korean6.40%-1.30%Japanese1.40%0.80%Italian0.20%-0.10%Biggest Decline:English Biggest Gainer:Japanese16Engaging with Foreign ContentPercentage of Listeners Engaging with Music Content from Other Countries95%
17、of Filipino music listeners engage with foreign contentLUMINATE INSIGHTS MUSIC 360-PHILIPPINES,SINGAPORE,JAPAN-2023 74%of Singapore music listeners engage with foreign content57%of Japanese music listeners engage with foreign content17Who is the Young Japanese Music fan?Snapshot:The Gen Z Music List
18、ener in Japan44%discover music on video and/or audio streaming services68%consume music via video streaming platformsSOURCE:LUMINATE INSIGHTS JAPAN MUSIC 360+138%more likely to listen to music that their friends have postedthan the average Japanese social media user-27%less likely to listen to music
19、 by artists from other countries than the average Japanese music listener Music DiscoveryMusic ConsumptionMusic&Social MediaEngaging with Foreign Content18Top Japanese Songs in the Asia Region and Select CountriesBased on Total On-Demand(Audio+Video)streaming through Week 26 2023JapanPhilippinesSing
20、aporeLUMINATE DATA 2023JapanSongArtistYTD 23 StreamsAidoruYoasobi720.48mKawaikute Gomen Honeyworks545.31mSurgesOrangestar437.34mSenkouAlexandros337.93mSubtitleOfficial HIGE DANdism300.61mOverall AsiaSongArtistYTD 23 StreamsAidoruYoasobi967.18mKawaikute GomenHoneyworks922.64mKick BackKenshi Yonezu615
21、.03mSurgesOrangestar44.90mSenkouAlexandros342.15mSingaporeSongArtistYTD 23 StreamsShinunoga E-WaFujii Kaze4.1mAidoruYoasobi3.6mKick BackKenshi Yonezu2.3mNight DancerImase2.3mKawaikute GomenHoneyworks2.1mPhilippinesSongArtistYTD 23 StreamsKick BackKenshi Yonezu45.2mKawaikute GomenHoneyworks33.7mNight
22、 DancerImase20.2mAidoruYoasobi15.8mMayonaka No Door/Stay With MeMiki Matsubara9.7mHow Anime Helped Yoasobis“Aidoru”Go Global20Case Study:Yoasobi“Aidoru”LUMINATE JAPAN COUNTRY-LEVEL DATA 2023 Oshi no Ko premiereOshi no KoEnglish dub premiere&“Aidoru”English version releaseJapan Total On-Demand Audio+
23、Video streaming21Case Study:Yoasobi“Aidoru”Outside of Japan,the first listeners were in Japans neighboring countries(Republic of Korea and Taiwan)before the track starting gaining velocity in Indonesia and launching to other key territories.LUMINATE GLOBAL COUNTRY-LEVEL DATA 2023 Oshi no Ko premiere
24、 and“Aidoru”track releaseOshi no KoEnglish dub premiere&“Aidoru”English version release32.0%17.7%10.6%9.6%8.9%5.2%6.1%5.0%Yoasobi“Aidoru”Streaming in Asian Countries Excl.JapanTotal On-Demand Streaming(Audio+Video)Asian Country Share Excl.JapanTotal On-Demand Streaming(Audio+Video)22Oshi no Ko premi
25、ere and“Aidoru”track releaseOshi no KoEnglish dub premiere&“Aidoru”English version releaseCase Study:Yoasobi“Aidoru”The track gained significant traction in North America,Europe and South America with noticeable increases the weeks ending April 20,April 27,May 11,June 1 and June 15.Top Ex-Asian Coun
26、tries Through 29/6/23Total On-Demand Streams(Audio+Video)United States33.3mMexico13.1mBrazil12.4mFrance6.7mArgentina6.0mLUMINATE GLOBAL COUNTRY-LEVEL DATA 2023 Yoasobi Continent View Excl.Asia Total On-Demand Streaming(Audio+Video)23LUMINATE GLOBAL COUNTRY-LEVEL DATA 2023 Case Study:Yoasobi“Aidoru”T
27、otal On-Demand Audio and Video Streams30 December 2022-29 June 2023Yoasobi Total Global On-Demand Streaming(Audio+Video)1H 2023Total Yoasobi streamingWEEKS 14-26 2023 COMPARED TO WEEKS 1-13+1+19 95 5%Total Yoasobi streaming excl.“Aidoru”WEEKS 14-26 2023 COMPARED TO WEEKS 1-13+1+15 5.4 4%24Music Disc
28、overy through Anime in Key CountriesGenerations that discover music through Anime are also most likely to be high streamers of music22%Of Gen Z music listeners in The Republic of Korea discover music through Anime 31%Of Gen Z music listeners in Indonesiadiscover music through Anime 18%Of Gen Z music
29、 listeners in the U.S.discover music through Anime 39%Of Millennial music listeners in Japandiscover music through Anime LUMINATE INSIGHTS MUSIC 360-JAPAN,INDONESIA,REPUBLIC OF KOREA,UNITED STATES-202325Three Things to RememberTotal streaming in the Asian region more than doubled year-on-yearYounger
30、 listeners are driving streaming growthSongs in Japanese are gaining streaming shareEnglish language share has dropped as part of a larger recent Global trendEntertainment partnerships can help power songs to Global listenershipMusic discovery via synch can help songs cross borders and reach new listeners 26Q&AScan to Downloadthe PresentationWant to learn more about streaming and audience in Asia,U.S.,Europe or elsewhere?Contact us:27