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Insight of the Week: Music Streaming



With the recent launch of streaming services like Apple Music and Tidal, the latest Kantar Media TGI Ireland survey shows us who is listening to music streaming sites the most, their behaviours and the best way to target them.

In Ireland, half of those that stream music use Spotify, followed by Vevo (16%) and Grooveshark (7%). This group of music streamers are twice as likely as the average internet user to be ‘Fledglings’ (aged 15-34, not married or living as a couple, do not live with son or daughter, live with parents), highlighting a younger skew.

This group are clearly far more enthusiastic about music than others, with 75% claiming that music is an important part of their lives, compared to 57% of internet-using adults in general. Similarly, they are three-quarters more likely than the average internet user to go to music festivals in Ireland, making these a potentially valuable forum for reaching them efficiently.