全球数字音乐行业市场前景及投资研究报告-培训课件外文版2024.5

INDUSTRIES

&

MARKETSDigital

Music:

market

data&

analysisMarket

Insightsreport2023Table

of

ContentsOverviewAppendixSummary567ProductOverviewAuthor2628MarketDefinitionKeyTakeawaysMarket

NumbersRevenue

by

MarketAverageRevenue

per

UserUsers9121518192021222425CompanyrevenuesBrandsharePenetration

rateSubscribersbyserviceCompanyprofilesDeepdivesStart-upanalysis2MARKET

INSIGHTSThis

report

is

part

ofour

Market

Insights

productGainabetterunderstandingofmarketsacross190+

geographicalentities

–

onaglobal,

regional,country,

and/orstatelevel.

Accessourdatavia

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advertising&media,consumers,countries,digital

sector,finance,health,

industrialsector,mobility,andtechnology•

1,000+

markets,

e.g.,

FinTech,Food,or

Robotics•

KPIs,

e.g.,

revenue,marketshares,prices,andvolume•

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support,resourceallocation,andportfolio

management10sectors190+geographicalentities1,000+markets400+reportsFind

out

more

on:https://www.Goto

Market

Insightscom/outlook/3CHAPTER

1OverviewThe

Digital

Music

market

is

a

fast-growing

market,

driven

by

the

adoption

ofmusic

streamingOverview:

SummarySummaryThedigitalmusicmarket

is

experiencing

atransformative

phasecharacterized

byseveral

significanttrends.

Firstly,theshiftfromphysical

musicformatstodigitalstreaming

hasbecome

thedominantmethod

ofmusicconsumption.

Streamingplatformslike

Spotify,AppleMusic,andAmazon

Musichavewitnessed

substantialgrowth

insubscriber

numbersandrevenue,

driven

bytheirconvenience,extensive

musiccatalogs,andpersonalized

recommendation

algorithms.Secondly,

therise

of

user-generated

content

platforms,suchasYouTube

andSoundCloud,hasempowered

independent

artiststoreach

aglobal

audiencewithout

traditionallabel

support.

Thistrend

hasfostered

avibrantanddiversemusicecosystem,

allowing

emerging

talentstogainrecognition

anddisrupttheindustry'sestablished

norms.

Lastly,theintegration

of

musicinto

social

mediaplatforms,

likeTikTok

and

Instagram,hasfueled

theviral

natureof

music,enablingsongstobecome

culturalphenomena

and

driving

increasedengagement

withdigitalmusic.Thedigitalmusicmarket

is

poised

forcontinued

growth,

supported

byseveral

keyfactors.

Firstly,thewidespread

adoption

ofsmartphones

andhigh-speed

internetconnectivity

hasexpanded

access

to

digitalmusicforaglobal

audience.

Asmoreregions

develop

advancedmobile

networks,

previously

untapped

markets

areemerging,

presenting

immense

growth

potential.

Secondly,

theproliferation

ofsmart

speakers

and

voice

assistants,suchasAmazon

EchoandGoogle

Home,

hasrevolutionized

musicconsumption

inthehome.

Theseamless

integration

ofstreaming

services

with

these

devices

hasfacilitatedconvenient

and

immersivemusicexperiences,

drivinghigheruser

engagement.

Additionally,theincreasingdemand

forhigh-qualityaudioformats,

suchaslossless

andhigh-resolutionmusic,presents

anopportunity

formusicstreaming

platformstocatertoaudiophilesanddiscerning

listeners,

thereby

expandingtheiruserbase.Thedigitalmusicmarket

is

projected

tomaintainsteady

growth,

driven

byfactorssuchastheexpansion

of

streaming

services,

advancements

inmusicrecommendation

algorithms,

andexclusive

artist

collaborations.

However,challenges

related

toroyalty

distribution,andintensecompetition

mayinfluencemarket

dynamics.5Sources:Market

Insights

2023Digital

Music

consists

out

of

two

markets,

whereas

music

streaming

is

the

largermarketOverview:

Market

DefinitionMarket

definitionDigitalmusicrefers

tomusicthatisstored,

transmitted,andaccessed

inadigitalformat,typically

throughelectronic

devices

suchascomputers,

smartphones,tablets,and

digitalaudioplayers.

Digitalmusiccanbecreated,

distributed,andconsumed

entirely

indigitalform,

without

the

need

forphysicalmedia

suchasCDs,vinyl

records,

or

cassette

tapes.

Digitalmusic

canbeinvariousfileformats,suchasMP3,

AAC,

FLAC,

or

WAV,andcanbe

downloaded,

streamed,

orpurchased

onlinefrom

digitalmusicplatforms,online

stores,

or

streamingservices.

Digitalmusichasrevolutionized

theway

musicisproduced,distributed,andconsumed,

providing

greateraccessibility,

convenience,

andflexibilityformusiclovers

aroundtheworld.Themarket

comprises

revenues,

users,

average

revenue

peruser,

andpenetration

rates.

Revenues

aregenerated

throughpurchases

and

subscriptions.Market

numbers

fordigital

musiccanalsobefoundinthe

advertising

and

mediatopic.

Key

playersinthemarket

are

companies,

suchasSpotify,Appleor

Amazon.Themarket

consistsoutof

musicstreaming,

which

isthestreaming

of

musicthroughappson

asubscription

basis,musicdownloads,

which

isthe

download

ofmusicon

adevice,

musicstreaming

advertisingand

podcast

advertising,whicharetheadvertising

spendingsineach

ofthemarkets.6Sources:Market

Insights

2023Digital

Music

accounted

for

4.87%

of

the

Digital

Media

market

revenue

in

2023Overview:

Key

Takeaways

and

inscope

/outof

scopeKeyTakeawaysInscopeOutof

scopeRevenue

intheDigitalMusicmarket

isprojected

toreach

US$30.57bn

in2023.Thissegment

includes:Thissegment

excludes:Thelargest

market

isMusicStreaming

with

aprojected

market

volume

ofUS$25.71bn

in2023.•Digitalaudiocontent

thatisdistributedtotheend-user

over

theInternet•Ad-supported

streaming

services•Internet

radioInglobalcomparison,

most

revenue

will

begenerated

intheUnitedStates(US$12,770.00m

in2023).•Paid

digitaldownloads

of

singletracks

or

albums/compilations•Video

streams•Downloads

ofaudiobooks•Subscription-based

streamingservices7Sources:Market

Insights

2023Digital

Music

revenue

are

estimated

to

increase

at

a

CAGR(1)

of

11.7%

from2017to

2027Market

Size:

Globalrevenue

forecast

inbillionUS$44.643.21.341.41.31.2+11.7%(1)39.11.45.036.21.44.84.532.51.44.06.96.730.01.83.56.56.12.825.92.05.62.25.04.31.519.81.13.416.90.72.114.72.32.231.42.930.429.127.62.325.70.523.31.821.819.013.811.710.120172018201920202021202220232024202520262027MusicStreamingMusicStreaming

AdvertisingPodcast

AdvertisingMusicDownloads8Notes:(1)

CAGR:

Compound

Annual

GrowthRateMarket

Insights

2023Sources:With

revenue

of

14.8

billion

US$,

Americas

is

the

biggest

market

among

selectedregions,

in

2023Market

Size:

Regional

Comparison

(1/2)revenue

forecast

inbillionUS$+5.7%(1)18.514.8+6.1%(1)+3.9%(1)9.18.97.67.2+8.1%(1)+2.9%(1)0.40.60.50.62023202720232027202320272023202720232027EuropeAfricaAmericasAsiaAustralia9Notes:(1)

CAGR:

Compound

Annual

GrowthRateMarket

Insights

2023Sources:With

revenue

of

12.8billion

US$,

United

States

is

the

biggest

market

amongselected

countries,

in

2023Market

Size:

Regional

Comparison

(2/2)revenue

forecast

inbillionUS$+5.9%(1)16.112.8+5.6%(1)+4.2%(1)4.5+3.0%(1)+5.7%(1)3.62.62.21.81.61.10.92023202720232027202320272023202720232027ChinaUnited

StatesUnited

KingdomGermanyJapan10

Notes:Sources:(1)

CAGR:

Compound

Annual

GrowthRateMarket

Insights

2023Users

spend

on

average

the

most

for

Music

Streaming,

while

they

tend

to

spendless

for

Music

DownloadsMarket

Size:

Globalarpu(1)

forecast

inUSD3025201510528.128.028.027.927.928.027.927.925.524.724.08.58.78.68.58.68.28.28.77.98.47.57.96.46.46.14.75.95.65.33.05.35.15.23.43.83.72.62.32.22.12.12.01.9020172018201920202021202220232024202520262027MusicStreamingPodcast

AdvertisingMusicStreaming

AdvertisingMusicDownloads11

Notes:Sources:(1)

average

revenue

per

userMarket

Insights

2023Users

in

Australia

tend

to

spend

the

most

on

average

in

2027

for

Digital

MusicMarket

Size:

Regional

Comparison

(1/2)arpu(1)

forecast

inUSD7061.355.361.656.661.557.661.361.053.460.551.159.158.457.7605040302010052.350.148.247.436.444.334.742.342.641.941.440.640.130.640.637.428.635.227.09.75.19.95.310.15.510.35.79.34.98.84.78.04.37.23.86.22.95.42.44.92.1201720182019202020212022Asia20232024202520262027AfricaAmericasAustraliaEurope12

Notes:Sources:(1)

average

revenue

per

userMarket

Insights

2023With

arpu(1)

of

$83.7

USD,

United

States

is

the

biggest

market

amongselectedcountries,

in

2023Market

Size:

Regional

Comparison

(2/2)arpu(1)

forecast

inUSD10092.175.190.974.689.274.086.873.29083.772.079.671.38073.568.068.464.97060.856.256.552.735.160

53.346.830.246.931.145.928.246.429.345.045.226.88.55040302049.833.243.141.637.125.28.023.07.321.46.519.45.418.24.617.38.89.09.19.210

4.0020172018201920202021202220232024202520262027ChinaGermanyJapanUnitedKingdomUnitedStates13

Notes:Sources:(1)

CAGR:

Compound

Annual

GrowthRateMarket

Insights

2023Digital

Music

users

are

estimated

to

increasefrom2017

to

2027Market

Size:

Globalusers

forecast

inbillion1.21.11.10.81.01.01.00.80.60.40.20.00.90.80.80.70.80.70.80.70.80.60.70.60.40.70.70.60.70.60.70.60.60.60.60.50.60.40.50.50.40.50.50.40.30.40.30.20.10.120172018201920202021202220232024202520262027MusicStreamingMusicStreaming

AdvertisingMusicDownloadsPodcast

Advertising14Sources:Market

Insights

2023Asia

has

the

biggest

market

in

Digital

Music

users

in

2027Market

Size:

Regional

Comparison

(1/2)users

forecast

inbillion0.880.860.90.840.810.290.770.80.70.60.50.40.30.20.730.710.250.660.240.560.200.530.190.150.050.010.500.180.320.310.300.200.100.280.190.260.170.080.210.110.200.100.190.100.200.080.160.190.070.150.090.060.0120190.1

0.050.010.010.010.010.010.010.010.010.010.020172018202020212022Asia20232024202520262027AfricaAmericasAustraliaEurope15Sources:Market

Insights

2023With

users

of

400

million,

China

is

the

biggest

market

amongselected

countries,in

2023Market

Size:

Regional

Comparison

(2/2)users

forecast

inbillion0.490.480.500.450.400.350.300.250.200.150.100.050.000.470.450.160.430.400.390.140.360.310.280.260.170.170.170.040.150.030.140.030.130.030.110.030.110.030.100.030.040.030.030.040.030.030.040.030.030.040.030.030.030.030.030.030.030.030.030.030.030.030.0220170.020.022018201920202021202220232024202520262027ChinaGermanyJapanUnitedKingdomUnitedStates16Sources:Market

Insights

2023Revenues

of

the

top

companies

in

the

Digital

Music

market

(worldwide

&consolidated)FurtherMarket

AnalysisCompany

revenues

inbillionUS$Company20172018201920202021AlphabetAmazon110.86177.87229.23136.82232.89265.60.2161.86280.52260.170.24182.53386.14274.520.33257.64469.82365.82AppleDeezerReliance

IndustriesSiriusXMSoundCloudSpotify61.555.430.024.6281.445.7784.487.7963.018.048.70.050.110.166.217.578.9911.5517Sources:Market

Insights

2023In

2023,

Spotify

had

the

highest

share

in

Digital

MusicFurtherMarket

AnalysisBrand

share

in

202318Sources:Market

Insights

2023Penetration

rate

for

Digital

Music

is

especial

high

in

the

United

States

but

also

inthe

United

KingdomPenetration

Rate:

Worldwide

ComparisonDigital

Musicpenetration

rate

percountryin2023

in%1.2.3.4.5.UnitedStatesUnitedKingdomGermany0.450.440.410.400.34South

KoreaSwedenlowhigh

nodata19Sources:Market

Insights

2023In2022,

Spotify

has

the

highest

numbers

of

paid

subscirbersSubscribers

byservicePaid

subscribersbyserviceinmillion2001888816580150100501381088380807255705963505229976385037464016432715341032301622718106896962654

60201720182019Tencent

MusicsubscribersYouTube

Musicsubscribers202020212022SpotifysubscribersSoundCloudsubscribersAmazon

MusicsubscribersNetEase

subscribersDeezer

subscribersPandora

subscribersAppleMusicsubscribers20Sources:Market

Insights

2023Spotify

is

the

world’s

leading

Music

Streaming

serviceCompany

profiles:

Spotify(1/2)Spotify

keyfactsAvailabilityof

Spotify

in78

countriesRevenue:

US$7,880

million(2020)Employees:

4,915

(2020)Founded:

2006CAGR(1):

16.5%

(2019

to2020)Paidsubscribers:

155

million(2020)Headquarters:

Stockholm,

SwedenProduct:

streamingserviceSpotify’s

digitalstrategySpotifytakesapioneering

role

inmusicstreaming

and

was

oneof

the

firstcommercial

services

ofthiskind.Itwas

foundedin2006

and

launched

in2008.Musicpiracy

was

very

common

atthattimeandSpotifywas

founded

asthefirstlegal

alternative

toillegal

downloads.

For

amonthly

subscriptionfee

of

US$9.99(2)users

gainunlimitedaccess

toSpotify’slibrary

ofover

70

million

songs.

Alltrackscanbelistened

toonawide

range

ofdifferent

devices

and

canbestored

offline.Spotifyrecords

aconstantly

growing

revenue

anduserover

the

past10

years,however

thecompany

reported

firstprofit

in2018.

Moreover,

itisfacingfiercecompetition

fromAmazon

Music,AppleMusicand

YouTube

Musicwhich

havealarge

potentialcustomer

basefrom

other

productsandservices

along

with

abilitytocombine

musicstreaming

withtheirexisting

products

andservices.Consequently,

Spotifyisprimarily

tryingtoextend

thenumberof

itsad-supportedSpotifyhasrecently

expanded

to

new

markets

andisnow

present

in170

countries.

users

inorder

toconvince

themto

switch

to

asubscription

plan.Therefore,

theThecompany

went

public

on

April3,

2018,

with

current

market

caparoundUS$47billion.company

is

investingstrongly

inexclusive

content

likeearly

access

tomusicalbumsor

other

content

suchaspodcasts.21

Notes:(1)

CAGR:

Compound

Annual

GrowthRate(2)

U.S.

priceSources:

Company

informationWhile

constantly

growing,

Spotify

still

sources

the

majority

of

its

users

from

ad-supported

plans

stillCompany

profiles:

Spotify(2/2)Numberofpremiumsubscribersandad-supported

MAUs(1)

worldwide

inmillion366354155329144308138+6.2%(2)29313027712415825423710822310021296196871848311317775208199185170163153141129123116109102101Q1

2018Q2

2018Q3

2018Q4

2018Q1

2019Q2

2019Q3

2019Q4

2019Q1

2020Q2

2020Q3

2020Q4

2020Q1

2021Ad-Supported

MAUs(1)Premium

Subscribers22

Notes:Sources:(1)

MAUs:

Monthly

Active

Users

(2)

CAGR:

Compound

Annual

GrowthRateMarket

Insights

2023Artificial

intelligence

will

play

an

important

role

in

future

music

compositionDeep

dives:

artificial

intelligence

changesmusicUsingAIforthecomposition

ofmusicsoundslikeavision

from

the

farfuture.

Inreality,

AI

is

already

apartof

the

professional

production

of

today’smusic.Compared

tothe

beginningof

thisdevelopment

inthe

1990s,

when

software

wasableto

randomly

rearrange

partsof

different

lyrics,

music-making

programsnowadays

influencemusicproduction

on

adeeper

level.

AppslikeApple’sLogicalready

useAItoautomatically

detect

andmark

the

tempo

of

soundtracks.

Apartfrom

Apple

abunch

of

other

big

companies

likeIBM

andGoogle

havediscoveredthe

potential

of

AIinthefield

ofmusiccreation.

ThebaseofAI-supported

musicsoftware

are

deep

learning

networks

thatanalyzelargeamountsof

(music)

data

inorder

to

find

patternswithin

chords,tempo,

lengthor

notesandto

eventually

writemelodies.

Such

software

often

lacksasimple

usability.Anexception

fromthisisAmper

Music,aneasy-to-use

website

which

does

notrequest

anycodingskillsnorexperience

inmusiccomposition.

Users

simply

havetoset

preferences

based

onprerecorded

samples,

changetempo

andkey,andchoose

which

instruments

theywant

to

havepresent

inthe

audio.From

here

itisnobigstep

to

producing

songsor

whole

albumsfor

the

masses.Moreover,

the

simplicity

of

software

like

Amperalso

enablesamateurs

tolettheircreativity

and

visions

runfree.23Sources:

theverge,ampermusicSplash

wants

to

targeting

professional

music

producer

and

young

generationStart-upanalysis:

SplashOverviewAnalysisSince2016,

the

Australianstart-up

Popgun

hasbeen

exploring

how

artificialintelligence

cancreate

professional

music.

InJune2021,

Popgunrebranded

toSplashto

reflect

the

growth

andevolution

ofthecompany.

Thecore

of

Splash’sbusinessmodel

is

itsAI

called

Kai.

Kai’screators

see

heras

atool

thatcould

helpproducers

quicklygenerate

professional

musicbyplayingallkindsof

instrumentstogether.

Only

vocalsremain

man-made.

Splashalsoextended

its’productlinetogaming.In2020,

Splashlaunchedamusic–making

gamecalled

Roblox

and

becameone

ofthegreatest

successes

with

21

million

players.Is

theproductrare?

OtherAI-based

musicstart-upshaveaimsthatareentirelydifferent

from

Splash’sapproach.

Thecore

of

itsbusinessmodel

is

notonly

toprovide

users

with

AI-based

remixes

of

already

existing

songsor

to

help

withpost-production

but

tocreate

new

songsfrom

scratch.Arethereadvantages

compared

toimitations?

Given

thetechnical

progress,Splashhasalready

made

withitsAI“Kai”

andthe

support

ofthegiant

Silicon

Valley-based

techaccelerator.

Splashhasaconsiderable

lead

inthe

race

of

AI-basedmusicproduction.

Inaddition,the

strategy

to

expandtarget

users

tothe

youngergeneration

withinteractive

gaming

isunique

andengaging.Can

theproduct