Engaging

with Music
2021
 3

Contents

1. Executive summary ........................................................................................................................................................ 3

2. A global snapshot of music engagement in 2021 ................................................................................................. 5

3. Audio streaming popular the world over ................................................................................................................. 8

4. Music’s positive impact on wellbeing ...................................................................................................................... 10

5. A new and exciting landscape for music listeners .............................................................................................. 12

6. The world’s favourite genres ...................................................................................................................................... 14

7. Radio listening ................................................................................................................................................................ 16

8. Engagement with unlicensed music ........................................................................................................................ 18

9. Country focus: China ................................................................................................................................................... 20

10. Country focus: India .................................................................................................................................................... 22

11. Country focus: Russia .................................................................................................................................................. 24

About IFPI
IFPI is the voice of the recording industry worldwide,
Insight and analysis representing over 8,000 record company members
[email protected] across the globe. We work to promote the value of
recorded music, campaign for the rights of record
+44 (0)20 7878 7900 producers and expand the commercial uses of
IFPI.org | IFPI_org recorded music around the world.
4 IFPI ENGAGING WITH MUSIC 2021 5

Methodology Introduction
Music fans worldwide go beyond listening…
to deeper engagement with music

IFPI’s Engaging with Music 2021 explores the ways Samples of between 1,000-4,000 respondents Fans around the globe are connecting with the artists development and enjoyment of short-form video –
that people listen to, discover, and engage with music were set in accordance with online population size and music they love in ways never before imagined. a category that did not even appear in our last
around the world. It is the largest music-focused and demographic structure, as determined by the report two years ago – as well as other areas, like
IFPI’s Engaging with Music 2021 paints a rich and livestreaming and gaming, to name just a couple.
consumer study worldwide. latest respective census data in each territory. This
diverse picture of the growing ways that fans enjoy
ensured that a standard error of +/- 3% was achieved
The study was carried out amongst a demographically music around the world. Unfortunately, just as licensed music entertainment
throughout the data, at a 95% confidence level. Study
evolves with technology, so too does unauthorized
representative sample of the online population aged design, construction, and analysis was conducted by Based on the views of 43,000 music fans across use of copyrighted content. This diverts revenue
16-64 in the following territories: Argentina, Australia, IFPI with fieldwork organised by AudienceNet. 21 countries – the largest study of its kind – the from those who invest in and create music – harming
Brazil, Canada, France, Germany, Italy, Japan, Mexico, research finds that not only are fans listening to more the prospects of newer artists. Leaks of pre-
Netherlands, New Zealand, Poland, Russia, South Africa, The 21 countries surveyed accounted for 91% of global music, but that they are also seizing opportunities release content undermine artist campaigns that
South Korea, Spain, Sweden, United Kingdom and recorded music market revenues in 2020. to engage with new, dynamic, and immersive music are sometimes years in the planning. We work with
United States. The study was also conducted in China experiences. governments worldwide to ensure we have the right
and India but results from these two countries are not Fieldwork took place in June and July 2021 when some
tools in place to tackle this issue.
included in “global” figures due to the size and nature of levels of pandemic restrictions were still in place in all Fuelled by record labels’ investment, the incredible
these markets. surveyed countries. abundance and growth of music licensed to The increasingly dynamic and exciting ways fans
streaming services is driving this engagement – are now engaging with music are born from an
In total, 43,000 internet users were surveyed with particularly through subscription audio streaming, environment in which those that own the rights
higher numbers of respondents in larger markets. which provides fans the access and autonomy to to music have the freedom to license it for use in
choose the artists and music they love. these new and increasingly immersive ways. They
are enriching the experience for music fans and
In addition, music has provided fans with comfort and
enhancing the opportunities for artists to share
healing through these challenging times. Engaging
their music and see revenue from it. We continue to
with Music reflects music’s powerful contribution
campaign for a fair environment to do this around the
to emotional wellbeing. Younger fans in particular
world. These are the successes needed to preserve
acknowledged the supportive role that music plays in
the health of the music ecosystem.
their lives.
We hope that you enjoy this year’s report and
We also see the continued embrace and love of local
welcome you to visit our website (ifpi.org), the
genres, celebrated within the unique music cultures
authoritative source of regularly updated information
found in each country.
about recorded music.

This exciting music landscape continues to evolve FRANCES MOORE

and enrich music fans’ experiences, including the CHIEF EXECUTIVE, IFPI
6 IFPI ENGAGING WITH MUSIC 2021 7

A global snapshot of 18.4 hours 68%

music engagement Time spent listening to music each week
Up from 18 hours in 2019
of the time spent on short form
video apps involved music-
dependant videos such as lip
syncing and dance challenges

in 2021 Based on research conducted by IFPI across

21 of the world’s leading music markets,
this report shines a light on people’s love of That’s the equivalent of listening to
368 3-minute songs a week
music and the central role that it plays in

29%
our everyday lives.

The music engagement mix

Watching music livestreams

5% 23%
was popular, with almost a

+51%
third tuning into an event in
Other forms of music Subscription audio streaming the last twelve months
listening (e.g., Spotify Premium, Apple Music, Melon)
(e.g., TV, on-demand premium video
services such as Netflix, or music
swapped with family and friends)

9% Music listening time

2% Ad-supported through subscription audio

audio streaming streaming rose
Live (e.g., free tier of
(including livestreaming) Spotify or Deezer)

9%

30%
Purchased music
(e.g., CDs, vinyl, DVDs, Weekly music
downloads)
engagement 22%

80%
Video streaming
(e.g., YouTube,
16% DailyMotion, Niconico)
One in three people still
Music on the radio
(e.g., broadcast live, catch- admit to using unlicensed or
up, internet radio stations) illegal ways to listen to or
Music’s healing power was
obtain music
apparent. Eight in ten said

3% 11%
that music helped with their
emotional wellbeing during
Social media platforms Short form video apps (new) the pandemic
(e.g., Facebook, Instagram, VK) (e.g., TikTok, Triller)
8 IFPI ENGAGING WITH MUSIC 2021 9

Audio 01
The top 3 reasons
No adverts interrupting the music
given for paying to use
a streaming service
02
streaming
reflected a desire for I can listen to what I want when I want
undisturbed on-demand
listening to the wealth of
03
popular the
Access to millions of songs
licensed music available

world over
When asked how they selected music on streaming services, user’s top
three options were the ability to choose favourite songs, artists, and
their own playlists

Engagement with streaming

– particularly subscription
audio streaming – continues
78%
68% 62% 62%
to grow, driven by the
ability of listeners to find
More than three-quarters of people said they listen
their favourite songs, artists, to music through licensed audio streaming services s aid they search for said they listen to playlists said they search for a
specific songs more than they created more than specific artist more than
and their own playlists. (subscription and ad-supported)
once a week once a week once a week
82% of 16–24s 78% of 16–24s 73% of 16-24s

+51%
There was strong growth in time spent listening to music
The use of subscription audio streaming was
highest in younger demographics.*
Top 5 countries that spent the most time listening
to music through paid subscription streaming.*
on subscription audio streaming services, which reinforces
the strong attraction of streaming to music fans
60% 16-24 67% Mexico
61% 25-34 62% Sweden
35%
of those who didn’t subscribe to a paid streaming service
49% 35-44 57% Brazil
said it was because anything they wanted to listen to 54% Germany
was available on free video streaming services 37% 45-54
52% UK
28% 55-64
* In the last month * In the last month
10 I F P I E N G A G I N G W I T H M U S I C 2 0 2 1 11

Music’s
positive
impact on 87% 80%
reported that music
helped with their
emotional wellbeing

wellbeing
said that music provided during the pandemic
enjoyment and happiness

85%
during the pandemic
Music’s positive impact
on wellbeing affected
even more 16-19s

All over the world, people

turn to music for comfort,
enjoyment, and escapism.
This was no different 75% For three quarters of people music
provided a sense of normality
during the pandemic

73%
during the pandemic, when
releases from favourite Almost three quarters said that despite
their routine changing, they could
artists, discovering new always listen to music when needed
music, and music’s constant
presence in everyday
activities, supported
people’s mental health.

63%
spent time during the pandemic exploring new
music and finding new favourites
68%
of 16-19s said new releases from favourite
artists helped them during the pandemic
12 I F P I E N G A G I N G W I T H M U S I C 2 0 2 1 13

A new and exciting 74% Mexico

Top 5 countries with
the highest monthly
use of short form
73% Brazil
landscape
video apps
60% Russia

for music 60% Argentina

56% South Africa
engagement Livestreamed concerts proved popular…and here to stay

This year’s study paints a rich

and diverse picture of music
Music is at the heart of
engagement with short
form video
29%
Almost one in three said
65%
agreed that they would continue
engagement, with the rapid they had watched a music to watch music livestreams
livestream such as a concert even when in-person concerts
emergence of short form video and

68%
in the last 12 months were possible after pandemic
in-game experiences, all driven by restrictions were relaxed

55%
people’s love of music. Engagement was highest in:

of the time people spent on short form video 61%

Brazil
apps involved music-dependent videos such as
lip syncing and dance challenges Mexico 44% said livestreams are a great
option when they can’t attend
South Africa 44% concerts in person

62%
agreed or strongly agreed that music is central
Music’s longstanding relationship with gaming continues

to what they enjoy about TikTok

71%
of short form video users downloaded the app
1 in 20
said they had watched a music
livestream through a gaming
31%
of gamers have attended a
virtual concert on platforms
52%
of gamers are interested
in watching virtual music
during the pandemic platform like Fortnite, Roblox, or concerts on gaming platforms
Minecraft
14 I F P I E N G A G I N G W I T H M U S I C 2 0 2 1 15

The world’s
Top 10
favourite
genres 01 Pop 06 Hip-Hop / Rap /
Trap

favourite
globally

02 Rock 07 R&B

genres

03 90s 08 Dance /
Electronic / House

04 80s 09 70s

Across 43,000 respondents,

over 300 different genres
05 Soundtracks 10 Soul / Blues

were named by at least

one person as the music
Here are just some of the 300+ genres identified
the typically listen to –
as being enjoyed by music fans all over the world
including gqom, axé, and
hokkien song, reflecting SWEDEN
Black metal RUSSIA
the rich and diverse music Shisha rap
CANADA
landscape fans now enjoy Video game soundtracks POLAND CHINA
around the world. Disco polo Hokkien Song SOUTH KOREA
K Trot

US
Zydeco
UK
Northern Soul
ITALY
Space disco JAPAN
ボカロ (Vocaloid)

SOUTH INDIA
BRAZIL Carnatic
Axé

ARGENTINA SOUTH AFRICA NEW ZEALAND

Latin Gqom Te Reo Māori
16 I F P I E N G A G I N G W I T H M U S I C 2 0 2 1 17

Radio
Music fuels people’s
engagement with radio

listening 73 %
Radio continues to form an
important part of the listening mix,
and music was the primary reason
74% I listen to the radio
mainly for the music
I tune in to my favourite
radio station because of
the music it plays

for tuning in.

66%
Without music, I wouldn’t
listen to the radio

All age groups reported strong

engagement with radio*

76% 81% 81% 81%

66%

16-24 25-34 35-44 45-54 55-64

* Last three months
18 I F P I E N G A G I N G W I T H M U S I C 2 0 2 1 19

Music
purchasing 12%
purchased a CD
8%
purchased Vinyl

around the
in the last month in the last month

world 25-34s

55-64s
15%
9%
25-34s

55-64s
11%
4%

The demand for physical Vinyl fans like the varied

ways they could engage
40% I like collecting vinyl
music continues, especially
in younger age groups. with the format 31% I like the ritual of playing vinyl
30% I like immersing myself in a full album
21% I like reading the liner notes

Vinyl purchasers were

highly engaged with music 81%
paid for a music streaming service
across all formats, including
newer experiences such as
livestreaming
58%
of vinyl buyers were typically
between the ages of 25-44 years old

67% 80% 80% 57% 22.1

said they said they enjoyed engaged with owned a hours spent
discovered new livestreams of music on social smartspeaker listening to music
music or new music during the media a week (20%
artists on a pandemic higher than
weekly basis average)
20 I F P I E N G A G I N G W I T H M U S I C 2 0 2 1 21

Engagement
with unlicensed
30% used copyright infringement
as a way to listen to or obtain music

38%
music of 16-24s

27% used stream ripping

sites as a way to listen to or obtain music

The availability of
unlicensed music remains 35% of 16-24s

an issue for the music

Stream ripping is the illegal practice of creating a
ecosystem, with almost a
downloadable file from content that is available
third of people reporting to stream online. It is now the most prevalent
to have used illegal or form of online music copyright infringement.

unlicensed methods to
download and listen to

14%
music.

used unlicensed social media platforms

for music purposes

23%
uploaded and
shared music
21%
sought unauthorised
leaks of new music
18% downloaded
music
22 I F P I E N G A G I N G W I T H M U S I C 2 0 2 1 23

C O U N T R Y F O C U S Top 10 genres

China 01

57%
Pop

02 C-Pop

03 Cantonese Songs of the time spent on short form

video apps involved music-

04
dependant videos such as
Soundtracks lip syncing

In China, short form video was a

significant part of engagement with 05 90s music

music, with over half of people’s

time on apps such as Douyin spent 06 Chinese folk music

93%
watching music-dependant videos.
07 Singer-songwriter

97%
engaged with music
08 80s music

used a short form video app in

through licensed audio
streaming services
09 K-Pop the last month

(paid and free)

10 Rock

22.9 hrs
Time spent listening to music each week

61 %
(up from 17.7hrs in 2019)

46%
watched

45% 92%
a music
of music listening time used a paid streaming said music helped with livestream in
was spent on short form service (25% in 2019) their emotional wellbeing the last twelve
video apps during the pandemic months
24 I F P I E N G A G I N G W I T H M U S I C 2 0 2 1 25

C O U N T R Y F O C U S Top 10 genres

India 01

74 %
Bollywood

02 Bollywood
Coming of Age (80s, 90s)

03 Bollywood
Retro (50’s, 60’s, 70’s) of the time spent on short form
video apps involved music-

04
dependant videos such as
Punjabi lip syncing
Much like India’s rich and varied cultures,
music engagement in the country was
diverse. Local genres shone and the 05 Traditional Music Only (e.g., Hindustani,
Carnatic, Folk, Devotional, Ghazal, Sufi)

emergence of newer formats – such as

06 International

60%
short form video apps – also formed a Pop

significant part of the music mix.

07 International
Hip-Hop/Rap/Trap

94 % 08 International
Rock used a short form video app

21.9 hrs
engaged with music
through licensed audio
streaming services
09 Soundtracks
(film or TV)

42%
(paid and free)

10 International
Dance / Electronic / House
Time spent listening to music each week watched a music
livestream in the
last twelve months

33%
96% said music helped with
their emotional wellbeing
during the pandemic
67%
used a paid streaming
service (38% in 2019)
68%
used unlicensed or illegal ways
to listen to music
discovered music
on TV shows or
in films, a higher
figure than in any
other country
26 I F P I E N G A G I N G W I T H M U S I C 2 0 2 1 27

C O U N T R Y F O C U S Top 10 genres

Russia
01 Russian Pop

02 90s

03
49% 60 %
International Pop

04 80s

05 Russian Rock of men listened to

Russian rock
of women listened to
Russian pop
06 International Rock

07 Estrada / Russian old Pop

16-24s
In Russia’s fast-developing music 08 Soundtracks (film or TV)
market, engagement with licensed
09 Russian Chanson
streaming services was strong and
local music was popular. 10 International Dance / Electronic / House

82 %
engaged with
42% 39%
18.9 hrs
listened most to and International

54%
licensed audio
Russian Rap Hip-Hop and Rap
streaming

Time spent listening to music each week

(up by 2.4 hours compared to 2019)

15 % of music listening time was spent

on short form video apps
of all music listening
time was to music
from Russian artists 80%
listened to music
through the radio

60% 81% 81%

60%
used a short form video app
31%
used a paid streaming
service (26% in 2019)
of 16-19s
discovered new
music on short
form video apps
like TikTok.
of radio listeners
agreed that they
listened to the
radio mainly for
the music
also said they
listened to their
favourite radio
station because of
the music it played