1、NIELSEN MUSIC 2018 U.S. MUSIC 360 Copyright 2018 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute. 3 CONTENTS INTRODUCTION VOICE ACTIVATION TOP INTEREST GENRES LIVE FULL CONTENT SUMMARY 4 5 6 7 8 4 Music is the “universal language” of the U.S. population. Nielsens 2018

2、Music 360 report is a powerful source of consumer behaviors and attitudes, filled with a comprehensive range of self-reported data to help you deeply understand todays music consumer. These exclusive insights give you just a small snapshot of the important business decisions that can be answered by

3、purchasing the full report. IN ADDITION TO THE CONTENT PREVIEWED HERE, THE FULL 2018 MUSIC 360 REPORT INCLUDES: INTRODUCTION u How music fans spend their money and which activities (concerts, live events, subscriptions, physical music, etc.) are capturing the most share of wallet u A deep dive into

4、the growing sector of voice-assistant smart speakers and the music fans who use them u A detailed guide on playlists, one of streamings most engaging ways of keeping music fans listening longer u Essential findings on live concerts and events and the best ways for brands to engage passionate ticket

5、buyers And much, much more! Copyright 2018 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute. 5 u Voice-activated device users are among musics fastest- growing consumer bases. u They spend more than 2x Gen Pop on music on an annual basis, with the weekly smart-speaker m

6、usic listeners spending an additional $50 per year on music than the average smart-speaker owner. VOICE ACTIVATION SMART SPEAKERS (AMAZON ECHO, GOOGLE HOME, AND APPLE HOMEPOD) INTRODUCE A NEW MUSIC CONSUMER For a full guide to device usage and the buying power of smart-speaker owners, contact your l

7、ocal Nielsen rep to purchase the full 2018 U.S. MUSIC 360 REPORT. Who are they? $ 56% Male 40% Millennials 23% Hispanic 8% Asian/Asian American 48% earn $80K+ HH income Source: Nielsen U.S. Music 360 Report 6 ANATOMY OF A FAN: HIP-HOP/RAP & COUNTRY Want to learn more about fans of every genre, from

8、classic rock to bachata? Contact your local Nielsen rep for a custom report of findings from the 2018 U.S. Music 360 field study. The consumption habits and buying power of two of musics biggest genres: TOP INTEREST GENRES Source: Nielsen Music 360 Report (21+/LDA BevAl Edition) COUNTRY FANS 33.9 -

9、hours spent listening to the genre per week $ - Country fans outspend Top 40 and Hip-Hop/Rap fans in annual music investments 15% - Percentage of Hispanic music listeners who identify as Country fans 34% - Percentage of Country fans with a household income of $80,000+ HIP-HOP/RAP FANS 38 - hours spe

10、nt listening to the genre per week (the most of any leading interest genre) - Hip-Hop/Rap fans are tied with EDM fans as most likely to stream music 20% - Percentage of Hispanic music listeners who identify as Hip-Hop/Rap fans 38% - Percentage of Hip-Hop/Rap fans with a household income of $80,000+

11、Copyright 2018 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute. 7 u More than half of Gen Pop attended live music events in the past year (up by 2% in 2017). u Music festivals posted the biggest gain in attendance from 2017, with Hispanics and Millennials having highes

12、t festival attendance this year. u Hispanic audiences overindex ahead of teens and Millennials in attending many live event types, including concerts, free outdoor community music events, and small live music sessions. u EDM fans are ahead of all leading interest genres in highest attendance of live

13、 music events (74%), followed by Alt Rock, Hip-Hop/Rap, Top 40/Pop, and Country. LIVE FESTIVAL ATTENDANCE IS ON THE RISE Want to learn more about the who, what, and where of live music? Contact your local Nielsen rep to purchase the full 2018 U.S. Music 360 report. 52% of the U.S. population goes to

14、 live music events Source: Nielsen U.S. Music 360 Report 8 FULL CONTENT SUMMARY NIELSEN 2018 U.S. MUSIC 360 CONTENT Syndicated report will focus on Gen Pop, as well as Teens, Millennials, and Hispanic audiences GENERAL - MUSIC LANDSCAPE Money spent on entertainment activities, including music catego

15、ries Importance of hobbies/interests Various hobbies/activities done over the past year Time with music - primary activity and in the background % of weekly music listening by format (streaming audio, radio, etc.) Location of music listening Past year and typical week penetration of top formats (CD,

16、 radio, streaming, etc.) Music discovery sources Attitudes around music MUSIC GENRE LISTENERSHIP Genre listenership (often and occasional) Deep dive on top genre listeners (e.g., hours with music, spend on music, live event attendance, etc.) TECHNOLOGY FOR MUSIC Devices owned Devices used for music

17、listening and frequency Voice usage and occasions Deep dive on voice music users (e.g., demos, engagement with music, spend, etc.) STREAMING Streaming service awareness Streaming service usage and frequency Subscription services - usage, past usage, free trials Likeliness of paying for subscription

18、Playlisting engagement and frequency by type Actions taken after liking a song on a playlist Features important when deciding on a streaming service Recommendation of specific services RADIO Penetration of radio (streaming, satellite, over the air) Who is the radio listener Activities while listenin

19、g to radio (cooking, socializing, etc.) Music listening in the car (radio, connected device, CD, etc.) SOCIAL MEDIA Social media platform general usage and frequency Social media platform usage for music content Music discovery on social, including specific platforms BRANDS Favorability toward brand

20、 activations/partnerships Products purchased in the past 3 months or intent to purchase (beer, beauty, etc.) Services/activities done in past 6 months or intent to do (travel, open bank account, etc.) EVENTS Types of live music events attended How soon after ticket are released, purchase tickets Sou

21、rces of live music event discovery Actions taken at live music events (social media, visit artist web, etc.) Festival awareness - top 30 Attendance/intent to attend/social following of festivals - top 30 Awards shows watched Copyright 2018 The Nielsen Company (US), LLC. Confidential and proprietary.

22、 Do not distribute. 9 ABOUT NIELSEN Nielsen Holdings plc (NYSE: NLSN) is a global measurement and data analytics company that provides the most complete and trusted view available of consumers and markets worldwide. Our approach marries proprietary Nielsen data with other data sources to help client

23、s around the world understand whats happening now, whats happening next, and how to best act on this knowledge. For more than 90 years Nielsen has provided data and analytics based on scientific rigor and innovation, continually developing new ways to answer the most important questions facing the media, advertising, retail and fast-moving consumer goods industries. An S&P 500 company, Nielsen has operations in over 100 countries, covering more than 90% of the worlds population. For more information, visit www. .