MIDiA has just released its annual ‘Music subscriber market shares’ report and dataset, with data for 23 DSPs across 33 different markets. Here are some of the key global trends:
Music subscriptions may be recession-resilient, as China leads the way
As the world edges towards a recession, the music streaming market continues to stand strong. Despite indications of slowdown in some markets, the global music subscriber market remains buoyant. Growth, though, is uneven, with a number of leading streaming services outpacing the rest, especially the Chinese ones, which are now setting the global pace.
Home entertainment tends to perform well during recessions, not least because people are inclined to cut down on leisure spend (eating out, bars, clubs, etc.), and thus spend more time at home. In previous recessions, lipstick sales boomed, reflecting their role as an affordable luxury that consumers turn to when they can no longer afford the more expensive luxuries. Music subscriptions have a good chance of playing a similar role in the coming recession.
The early signs are positive (subscriber growth was stronger in the full year of 2021 than 2020), and though the first half (H1) of 2022 growth was down from H1 2021, this reflects the mature state of the streaming market in many markets, as much as it does global economic headwinds.
The evolution of the global music subscriber market is beginning to fork between the leading Western digital service providers (DSPs) and those in Asia – China especially so. Nearly all the leading DSPs continue to experience strong subscriber growth, but none more so than Chinese DSPs Tencent Music Entertainment (TME) and NetEase Cloud Music.
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