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Insight of the Week: Listening to the Music Streamers

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Listening to streamed music has really taken off in Ireland in recent years. Latest data from Kantar Media’s Republic of Ireland TGI study reveals that 36% of adults listen to music streaming services (1.3 million people). Almost a fifth of these (19%) listen to streamed music five or more hours per week, equating to quarter of a million individuals.

Music streaming is getting rapidly more popular, with just 20% of adults listening to streamed music two years ago. Similarly, the proportion of adults listening to five or more hours of streamed music per week has doubled from its figure of 3% last year. But who is it that is doing the music streaming?

TGI data reveals that these heavy music streamers are particularly likely to be at the younger end of the age spectrum compared to the average adult. They are over three times more likely to be 15-24 years old and almost three times more likely to be in the ‘Fledglings’ TGI Lifestage group (aged 15-34, not married or living as a couple, do not live with son or daughter, live with parents).

The attitudes of heavy music streamers that differentiate them from other adults reveal that they are particularly likely to enjoy trying new experiences and products and enjoying themselves. For example, they are 80% more likely than the average adult to say they like to try new drinks, also 80% more likely to agree they like to listen to new bands, as well as 68% more likely to assert that they sometimes really enjoy getting drunk with their friends.

When it comes to reaching heavy music streamers effectively through media, it is instructive to note that they are 85% more likely than the average adult to say they tend to buy products from companies who sponsor exhibitions or music events and 60% more likely to agree that they like to read other people’s views and opinions online. Indeed, heavy music streamers are over twice as likely as the average adult to be amongst the heaviest fifth of consumers of internet, as well as 69% more likely to be amongst the heaviest fifth of consumers of cinema.

Drilling down deeper, TGI data reveals heavy music streamers are over twice as likely to use the internet to visit video games sites and also over twice as likely to go online to visit sites relating to academic study. When it comes to cinema, they are over two and a half times more likely than the average adult to cite fantasy films as their favourite movie genre and also over two and a half times more likely to rate musicals as their favourite film type.

To view archived TGI Insights of the Week please click HERE

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Kantar Media Weekly Insights