To round off our series on music streaming engagement, today we explore the prevalence of account sharing.
Across six major western music streaming services, we asked internet users whether they share their account with friends and family. Our data reveals that 1 in 3 users are doing this.
Yesterday’s chart revealed that younger consumers are more likely to be paying for music streaming services each month, and crucially it’s these younger groups who are the least likely to be sharing these accounts with others.
For older groups, sharing access with partners or dependents is driving up figures – consumers who are in a relationship or married, and those with children above the age of 17, are the most likely to be sharing accounts.