Generation Audio: More than just Spotify
Music streaming has revolutionised the audio world – but Spotify isn't the only platform offering potential for effectively targeting specific audiences. Our latest study on ‘Generation Audio’ shows that clever audio planning opens up a wealth of exciting opportunities for reaching people of all ages.
A look at the figures: 43% of Austrians aged 14 to 69 regularly use music streaming services. Streaming is particularly common among 14 to 29-year-olds, with one in two listening to Spotify and similar services (almost) every day. Music is usually played on the go, whether on public transport or while exercising – music is becoming a constant companion.
This reveals an interesting dynamic: more than half of listeners pay for an ad-free premium account. At the same time, 45% use at least two different platforms to access their favourite music. This makes the market more diverse than it appears at first glance.
Spotify vs. YouTube Music: Focus on reach
Spotify remains the most popular platform with 34% of users, followed by Amazon Music (19%) and YouTube Music (17%). But appearances can be deceiving: almost two-thirds of Spotify users are premium customers, which reduces the reach for advertising to 13%. YouTube Music, on the other hand, scores with the opposite approach: 70% of users access the ad-supported version, creating an advertising potential of 12% – almost on par with Spotify.
Music streaming isn't just for young people
Music is particularly important to young people. They expect an individual, uninterrupted listening experience, which is why half of Spotify Premium users are between 14 and 29 years old. On YouTube Music, this age group accounts for as much as 62% of users.
But analysis shows that streaming services such as Spotify and YouTube Music are just as suitable for reaching older target groups. This opens up new possibilities in audio planning – music streaming is much more than just a platform for young people.
The ‘audio generation’ encompasses much more than is often assumed. Now is the time to rethink the audio mix and benefit from a holistic approach.
