Nielsen Releases First Study on Music Consumption in China

Words by Frances Rubio

On Monday, Nielsen announced the release of its first Music 360 China report, a comprehensive study of music fans and consumer behavior in China. Outside of North America, this report is the first international version of Nielsen’s yearly Music 360 study. The report will be available in both English and Chinese.

The learnings of the Music 360 China report include findings on music consumption and consumer trends in the world’s most populous country. The topics focus primarily on media behaviors, live event attendance and device ownership and usage.

China’s online user base spans over 650 million people, with a rising number of licensed digital music services. Over the next 10 years, spending in China is projected at $56 trillion and are mainly driven by young, affluent, connected consumers with disposable incomes.
Nielsen's Music 360 China report found the following key insights on the Asian country’s music trends:

· 72% of the general population of China listens to music, for an average of 16 hours per week. This ratio rises to 82% for the most affluent tier of Chinese consumers.

· 66% of music listeners use a streaming service in a typical week, rising to 71% for the most affluent tier of consumers.

· 57% of affluent music listeners in China attend live music events compared to 51% of the U.S general population.

Nielsen’s SVP Entertainment/GM Music, Erin Crawford stated, "Our Music 360 China report shows that music is a real point of passion for consumers, and provides critical insights for companies looking to engage with music fans in China."

Source: PR Newswire

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