The Victorian Music Development Office Music (VMDO) have today released their Music Consumer Insights study as part of the Melbourne CHANGES music conference.
Working with Media Insight Consulting's Chris Carey, the study has found a number of key results, including that one in three people (32%) said that music is their number one passion.
"We found that one in three people (32%) said that music was their life – it’s their number one passion," shares Carey. "On average, Australians are listening to music three to four hours a day."
The study was completed by surveying 2,025 Australians about how the general public (not just music fans) access and engage with music through a series of 30 questions.
VMDO General Manager Bonnie Dalton has shared with The Music that this study is the first in a series of forthcoming reports from the organisation.
"We know that Victorian music businesses are experts at connecting with music fans," she says of the report. "These new insights highlight our potential to engage deeper with casual music consumers from across Australia."
"The survey findings help us explain the attitudes that underpin consumer behaviours," adds Carey.
"They join the dots so we can understand how Australians connect with music through different access points from streaming services to purchasing tickets to live performances."
See the findings below and head here to find out more about the VMDO and their work.
The biggest music streaming service in Australia is...
Youtube has taken out the title as the biggest music streaming service in Australia performing strongly (21%) ahead of other specialist streaming services (11%).
Live music is important to a whole lotta people
The study found that 60% of people attend a live music event at least once a year and that Victorians have a higher interest in attending live music events than other states with 55% preferring to see local acts over internationals (49% nationally).
It was also identified that the main reason people didn't attend more live music event was that they didn't want to go by themselves.
People are definitely still tuning in
44% of people find out about live events via the radio with 22% finding out via Youtube. Radio is the top way those surveyed consume their music (48% compared to 44% for both CD and free video streaming).
Traditional media is still important
It was found that TV, radio and film are the top ways music discovery is driven. Following this, the most popular to explore the new music was through Youtube (26%) or via paid streaming services Spotify and Apple Music (17%).
There's still a lot of love for albums and CDs
The study has found that there's still very much an appetite for listening to albums as a whole, even with the younger demographic and amongst a mix of digital streaming playlists and singles. Additionally, it was found that CDs are still in demand.
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