Luminate：2023年亚洲音乐行业概览

GlobalMusic&Metrics:AData-DrivenOverviewoftheAsianMusic

Industry

AllThatMatters

2023

HelenaKosinski

VP,Global

Agenda

Introduction

●WhoisLuminate?

●HowbigismusicstreamingacrossAsia?

●LanguagetrendsandthegrowthinJapaneselanguagemusic

●CaseStudy:HowAnimeHelpedYoasobi’s“Aidoru”GoGlobal

2

Whois

Luminate?

Luminate

ThetrustedindependentleaderinMusicconsumptionand

audienceintelligencenowcombinedwithLuminateFilm&TV

Consumption

Consumer

Insights

Global

Intelligence

LuminateDataistheofficialdataprovidertoBillboardforchartsintheU.S.,Canada&Global

5

Global,Regional&CountryLevelInsights

ExpandedIntelligencein2023

NorthAmerica

●U.S.

●Canada

Latin

America

●Argentina

●Brazil

●Bolivia

●Colombia

●Chile

●Ecuador

●Mexico

●Peru

MiddleEast,

Turkey&

Africa

●Egypt

●SaudiArabia●UAE

●SouthAfrica

●Turkey

Nordics

●Denmark

●Finland

●Sweden

●Norway

●Iceland

WesternEurope

●Austria

●Belgium

●France

●Germany

●Ireland

●Italy

●Luxembourg

●Netherlands

●Portugal

●Spain

●Switzerland

●U.K.

EasternEurope

●Croatia

●Czechia

●Poland

South

EastAsia

●Indonesia

●Malaysia

●Philippines

●Singapore

●Thailand

●Vietnam

Australasia

●Australia

●New

Zealand

EastAsia

●Japan

●RepublicofKorea

●Taiwan

●HongKong

SouthAsia

●India

HowcanItellmyartiststorytobrands/livevenues?

WeAnswerTheseTypesofQuestions

FollowingInsights:ConsumptionandAudienceIntelligence

HowamIdoingvs.competitorXorY?

Howareothersdoing(country,song,artist)?

Whoismy

audience/others’audience—nowandwhataretheylookingfor?

WhereshouldI

invest?Whatis

impactofmy

investment?

DownloadthispresentationthroughtheQRcodeonyourseat

6

WhatDataAreWeSharingToday?

CountryLevelStreamingandDigitalSales

●CountryLevelConsumptionfor47markets,includingallkeyAsianmarkets—Japan,

RepublicofKorea,Philippines,Indonesia,Malaysia,Thailand,Vietnam,HongKong,Singapore,TaiwanandIndia

ResearchSuite:MoreAudienceInsights

●AudienceInsightsinto30countries

including:Japan,RepublicofKorea,

Philippines,Indonesia,Malaysia,Thailand,Vietnam,andSingapore

Geographies:DataProviders

pdigitalaonprimeMeldn

aonmusiciTunesMusic

waudiomack

■bandcamp

emsi

OMeta

HDtracks

napster

7

HowBigIs

MusicStreaming

AcrossAsia?

GlobalMetrics

1H2023ComparedTo1H2022

2.5T

3.3T

1.6T

2.0T

SOURCE:LUMINATEMUSICCONNECT

©LUMINATEDATA2023

9

Audio+VideoStreaming-Asia

1H2023vs1H2022

400.3B

31Dec2021-30Jun2022(Weeks1-26)

830.4B

30Dec2022-29Jun2023(Weeks1-26)

+107.4%

ChangePercentage

10

LUMINATEMUSICCONNECT(HONGKONG,INDIA,INDONESIA,JAPAN,REPUBLICOFKOREA,MALAYSIA,THEPHILIPPINES,SINGAPORE,TAIWAN,THAILAND,VIETNAM)

Top3Countries:Year-Over-YearGrowth

TotalOn-DemandAudio+VideoStreaming

RepublicofKorea

26.5B

1H2023Total

OD,compared

with12.7Bin

1H2022

+109%

1H‘23vs1H‘22

India

Indonesia

+131%

1H‘23vs1H‘22

105B

1H2023TotalOD,comparedwith49.4Bin1H2022

+112.5%

1H‘23vs1H‘22

444.7B

1H2023Total

OD,compared

with192.5Bin

1H2022

11

LUMINATEMUSICCONNECT(HONGKONG,INDIA,INDONESIA,JAPAN,REPUBLICOFKOREA,

MALAYSIA,THEPHILIPPINES,SINGAPORE,TAIWAN,THAILAND,VIETNAM)

WhichGenerationsDriveStreaming?

Youngerlistenersaredrivingaudiostreamingadoption

88%

ofMillennialFilipinomusiclistenersaremusicstreamers

68%

ofGenZmusic

listenersinJapanaremusicstreamers

69%

ofMillennialmusic

listenersinSingapore

aremusicstreamers

12

LUMINATEINSIGHTSMUSIC360-PHILIPPINES,SINGAPORE,JAPAN-2023

SocialMedia

#1SourceofMusicDiscovery

Howmusiclistenersfindnewcontent

74%

InthePhilippines

Video/AudioStreaming

42%

InSingapore

Television

51%

InJapan

13

LUMINATEINSIGHTSMUSIC360-PHILIPPINES,SINGAPORE,JAPAN-2023

LanguageTrends&

theGrowthinJapaneseLanguageMusic

Global

YTD2023(Week26)

ChangeoverFY'22

English

56.40%

-5.70%

Spanish

10.60%

-1.20%

Hindi

8.70%

2.60%

Korean

3.10%

-0.10%

Portuguese

1.60%

0.00%

Japanese

1.80%

0.50%

BiggestDecline:English

BiggestGainer:Hindi

YTD2023

(Week26)

Change

overFY'22

English

39.10%

-4.80%

Indonesian

25.70%

-2.80%

Korean

6.00%

-1.40%

Japanese

1.40%

0.50%

Mandarin

0.30%

-0.30%

BiggestDecline:English

BiggestGainer:Japanese

TrendsinLanguage

ShareofJapaneselanguagecontentinTop10ktracksisincreasingthisyearacrossAsiawhileEnglishlanguageshareisdecreasing

Korea

YTD2023

(Week26)

Change

overFY'22

Korean

53.30%

-4.70%

English

27.90%

0.10%

Japanese

7.30%

4.20%

Spanish

0.50%

0.00%

Chinese,

Mandarin

0.40%

0.20%

BiggestDecline:Korean

BiggestGainer:Japanese

Indonesia

Japan

YTD2023

(Week26)

ChangeoverFY'22

Japanese

66.10%

-0.10%

English

14.90%

-0.20%

Korean

9.70%

-1.80%

Spanish

0.30%

0.10%

Chinese,Mandarin

0.20%

0.10%

BiggestDecline:Korean

BiggestGainer:Spanish/Chinese,Mandarin

Philippines

YTD2023

(Week26)

ChangeoverFY'22

English

65.80%

-5.00%

Tagalog

13.40%

-0.80%

Korean

6.40%

-1.30%

Japanese

1.40%

0.80%

Italian

0.20%

-0.10%

BiggestDecline:EnglishBiggestGainer:Japanese

BASEDONTOP10KON-DEMANDAUDIO+VIDEOSTREAMINGTRACKSINEACHCOUNTRYANDGLOBALLYLUMINATEDATA2023

EngagingwithForeignContent

PercentageofListenersEngagingwithMusicContentfromOtherCountries

57%

ofJapanesemusic

listenersengagewithforeigncontent

95%

ofFilipinomusic

listenersengagewithforeigncontent

74%

ofSingaporemusic

listenersengagewith

foreigncontent

16

LUMINATEINSIGHTSMUSIC360-PHILIPPINES,SINGAPORE,JAPAN-2023

WhoistheYoungJapaneseMusicfan?

Snapshot:TheGenZMusicListenerinJapan

Music

Discovery

44%discovermusiconvideoand/oraudio

streamingservices

Music

Consumption

68%consumemusicviavideostreamingplatforms

Music&

SocialMedia

Engagingwith

ForeignContent

+138%morelikelyto

listentomusicthattheirfriendshaveposted

thantheaverage

Japanesesocialmediauser

-27%lesslikelytolistentomusicbyartistsfromothercountriesthantheaverageJapanesemusiclistener

17

SOURCE:LUMINATEINSIGHTSJAPANMUSIC360

TopJapaneseSongsintheAsiaRegionandSelectCountries

BasedonTotalOn-Demand(Audio+

Video)streamingthroughWeek262023

Japan

Song

Artist

YTD'23Streams

Aidoru

Yoasobi

720.48m

KawaikuteGomen

Honeyworks

545.31m

Surges

Orangestar

437.34m

Senkou

Alexandros

337.93m

Subtitle

OfficialHIGEDANdism

300.61m

OverallAsia

Song

Artist

YTD‘23Streams

Aidoru

Yoasobi

967.18m

KawaikuteGomen

Honeyworks

922.64m

KickBack

KenshiYonezu

615.03m

Surges

Orangestar

44.90m

Senkou

Alexandros

342.15m

Philip

Apritnistes

Song

YTD'23Streams

KickBack

KenshiYonezu

45.2m

KawaikuteGomen

Honeyworks

33.7m

NightDancer

Imase

20.2m

Aidoru

Yoasobi

15.8m

MayonakaNo

Door/StayWithMe

MikiMatsubara

9.7m

LUMINATEDATA2023

18

Philippines

Singapore

Song

ArtSistingapo

rYeTD'23Streams

ShinunogaE-Wa

FujiiKaze

4.1m

Aidoru

Yoasobi

3.6m

KickBack

KenshiYonezu

2.3m

NightDancer

Imase

2.3m

KawaikuteGomen

Honeyworks

2.1m

HowAnimeHelpedYoasobi’s“Aidoru”

GoGlobal

OshinoKo

premiere

CaseStudy:Yoasobi“Aidoru”

JapanTotalOn-DemandAudio+Videostreaming

OshinoKo

Englishdub

premiere&

“Aidoru”English

versionrelease

LUMINATEJAPANCOUNTRY-LEVELDATA2023

20

CaseStudy:Yoasobi“Aidoru”

OutsideofJapan,thefirstlistenerswereinJapan’sneighboringcountries(RepublicofKoreaandTaiwan)beforethetrackstartinggainingvelocityinIndonesiaandlaunchingtootherkeyterritories.

Yoasobi“Aidoru”StreaminginAsianCountriesExcl.Japan

TotalOn-DemandStreaming(Audio+Video)

OshinoKo

premiereand

“Aidoru”track

release

OshinoKo

Englishdub

premiere&

“Aidoru”

Englishversion

release

AsianCountryShareExcl.Japan

TotalOn-DemandStreaming(Audio+Video)

5.0%

6.1%

32.0%

5.2%

8.9%

9.6%

17.7%

10.6%

21

LUMINATEGLOBALCOUNTRY-LEVELDATA2023

TopEx-AsianCountries

Through

29/6/23

TotalOn-

Demand

Streams

(Audio+Video)

United

States

33.3m

Mexico

13.1m

Brazil

12.4m

France

6.7m

Argentina

6.0m

CaseStudy:Yoasobi“Aidoru”

ThetrackgainedsignificanttractioninNorthAmerica,EuropeandSouthAmericawithnoticeableincreasestheweeksendingApril20,April27,May11,June1andJune15.

YoasobiContinentViewExcl.Asia

TotalOn-DemandStreaming(Audio+Video)

OshinoKo

Englishdub

premiere&

“Aidoru”

Englishversion

release

OshinoKo

premiereand

“Aidoru”track

release

LUMINATEGLOBALCOUNTRY-LEVELDATA202322

CaseStudy:Yoasobi“Aidoru”

TotalOn-DemandAudioandVideoStreams

30December2022-29June2023

YoasobiTotalGlobalOn-DemandStreaming(Audio+Video)1H2023■AidoiuGlobalTOD■yoasobiGlobalecl.AidaruTOD

+195%

TotalYoasobistreaming

WEEKS14-262023COMPAREDTOWEEKS1-13

+15.4%

TotalYoasobistreamingexcl.“Aidoru”

WEEKS14-262023COMPAREDTOWE