Audience Spotlight: Music Lovers

The Verto Audience Spotlight provides a cross-device, consumer-centric view on a selected audience segment, with a deep dive into user demographics and rich behavioral metrics on an unduplicated audience segment, including media assets across all the key digital devices, and across app and web properties. This month, we take a closer look at Music Lovers, the top 20% of all adults who accessed a streaming music service during June 2018, based on the amount of time they spend per month online with music brands and content. With Spotify hungry for world domination and Deezer raising a fresh round of funding, the online music battle is far from over. So which devices are services are Music Lovers using, and when? Read our report highlights below, or download the full 12-page report here.

Music Lovers by Age

Compared to the U.S. adult online population, Music Lovers tend to be younger; our analysis shows a higher representation among audiences in age groups 18-24, 25-34 and 35-44, while showing lower representation among audiences ages 45 and above.

Taking a Closer Look – Music in the Day in the Life of a Music Lover

How much time do Music Lovers spend specifically on streaming music content over the course of the day, and which devices do they prefer? As seen in the chart below, the typical Music Lover spends the most time listening to streaming music while using a smartphone. A further breakdown of Music Lovers activity based on streaming music service and screen reveals:

  • On smartphones, Google Play Music, Apple Music, Pandora Radio, and Spotify are the most popular streaming music services among Music Lovers, with activity peaking at: 4:00, 7:00, 9:00, 11:00, 13:00, and 16:00.
  • On PCs, Spotify, Zune, iTunes, and Pandora Radio are the most popular streaming music services among Music Lovers, with activity peaking at: 3:00, 12:00, 15:00, and 21:00.

Interested in more insights about the digital behaviors and demographics of Music Lovers? Download the full report here.