YouTube Music should be a challenger to Spotify, SoundCloud in Australia

YouTube Music is going to be a major challenge for the major streaming services, according to the Roy Morgan Single Source report which analyzed the numbers.

The researcher’s prediction comes from in-depth face-to-face interviews with 1,000 Australians every week, or 50,000 every year.

More than 5 million Australians aged 14 and over (or almost a quarter of the population) now visit radio or music sites in an average of four weeks.

Many streaming services have kept their Australian numbers a secret.

But according to Roy Morgan, Spotify is Australia’s most popular radio or music site visited by nearly 2.2 million Australians in an average of four weeks.

This is an increase of 9%, or 889,000 Australians more than a year ago.

SoundCloud is second with more than 1.3 million visitors in four weeks on average and Triple M subscribes nationally in third place with more than 520,000 visitors.

Apple Music and Google Play Music each have less than 400,000 during the period.

But, says Roy Morgan, all expectations point to YouTube Music becoming a dominant player.

YouTube Music entered the Australian market, with YouTube attracting 15.2 million visitors, representing around 75% of Australia’s adult population.

This is “more than three times the size of the combined market for radio and music sites today,” said CEO Roy Morgan. Michèle Levine.

YouTube Music’s entry into the streaming music industry will see Google Play Music integrated into the new service.

YouTube is already leaking from other sites. 98% of visitors to Vevo and 95.8% to Spotify also access YouTube.

90% of visitors to Apple Music, SoundCloud and 3AW Melbourne 693 sites also visit YouTube.

Less than 90% of visitors to Nova FM, Smooth FM, Triple M and iHeartRadio also access YouTube.

Levine said: “Although Spotify and SoundCloud have gained the upper hand over their competition, including many Australian radio stations, the biggest threat to their business model may well be YouTube Music, which is about to challenge their leadership. in the market in the future. “

She adds that there are other threats from Australians to the main players today.

“In an increasingly interconnected and online world, the ability of giant tech companies such as Google / YouTube, Amazon, Apple, Facebook and others to enter new markets and challenge existing players means those who are already in the market must stay on top of who and where their customers are.


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Victor L. Jones