Young people and music   Young people and music

Young people and music

A lot is changing in this relationship.

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2015 was a year to remember for the music industry:
  • back on the rise after almost twenty years of downturn with the global market growing by 3.2%
  • the digital sector overtook the physical sector becoming the leading source of revenue.
Streaming has become the main propelling force behind this growth, driven by the widespread use of smartphones and the ever-improving quality of premium services.
Subscriber streaming services have been the leading force behind innovation and growth (+21%) in Italy too.
Record companies have been amongst the fastest  digital  adopters,  licensing digital music services globally. There were almost 400 music sites available to consumers as of early 2016, according to IFPI’s global tracker www.pro-music.org.
As a result, music  has a high level of digital  penetration  compared  to  other  creative and media industries and its digital revenue share is substantially higher those of the film, book, magazine and newspaper sectors.

Music's digital share compared to other sectors 2015 (% - source: PWC-IFPI)

Transition from fixed disc to digital technology is directly linked to the Web, where young music consumers currently get their channels and instruments.
The "Music Consumer Insight Report“ survey, conducted in 13 countries in 2016 on internet users between 16 and 65 years of age, reveals this transformation.
The survey was carried out by Ipsos Connect and on behalf of IFPI (International Federation of the Phonographic Industry), the organisation representing the interests of the global music industry.
The situation in Italy:       
  • 77% of on-line users accesses music legally, rising to 85% in the 13 - 15 agegroup,
  • streaming services are gaining more and more popularity (40%) especially in the 13 - 15 age group (52%),
  • 20% currently pays for streaming services.

Access music services legally (%)

Use audio streaming (%)

Pay for streaming services (%)

Youtube: used the most to listen to music, mainly because it is free (%)

Youtube: more of an on-demand service than a tool of discovery (%)

TIM-music-1-300x250

68% use smartphones  (+3% compared to 2015)

When it comes to audio streaming service subscribers, smartphones are more commonly used to enjoy music than PCs.

Our agreement with Bang & Olufsen

The information and image shown here alone are enough to give a picture of one of our recent moves towards young people “addicted” to digital music. If not everyone, at least young people are aware of B&O Play, the global benchmark brand when it comes to portable audio products for an urban, young and creative audience.

Just to give you an idea, here are a few lines from their Manifesto: We don’t just make headphones. We don’t just design speakers. We’re not simply in the business of electronics. We’re in the business of goosebumps.

You will find most of their latest generation products in our stores by the end of March.