In a new addition to our research, we now ask internet users how long they spend listening to music streaming services like Spotify and Apple Music each day. For our midweek chart, we take a look at how this varies across the age groups.
As with most entertainment activities, it’s the 16-24 age group who are the biggest users of music streaming services, clocking up 1 hour 40 minutes each day. Time spent then drops significantly in line with age, with 55-64s devoting just 23 minutes a day to this – a considerable 1 hour and 20 minutes less than their younger counterparts.
With just 14% of digital consumers saying they pay for music-streaming services, it’s clear that most users are either engaging with ad-supported versions of streaming services or else are sharing accounts. Both these factors remain the biggest challenge for the names in this space hoping to upgrade people to premium tiers.