Thursday, 28 June 2018 12:08

YouTube Music 'likely to challenge Spotify, SoundCloud in Australia'

Roy Morgan chief executive Michele Levine. Roy Morgan chief executive Michele Levine. Supplied

Streaming services such as Vevo, Spotify, Apple Music and SoundCloud are most at threat from YouTube Music in Australia, according to figures from Roy Morgan.

Statistics from the company showed that more than five million Australians aged more than 14 - nearly a quarter of the population - visited radio or music sites during an average four weeks. These results were from Roy Morgan Single Source - in-depth face-to-face interviews with 1000 Australians each week or 50,000 a year.

It found that more than 15.2 million Australians accessed YouTube in an average four weeks representing around 75% of Australia’s adult population.

YouTube Music’s entry into the streaming music industry is expected to see Google Play Music rolled into the new service, Roy Morgan said.

Roy Morgan chief executive Michele Levine said: “Although Spotify and SoundCloud have stolen a march on competitors which include many of Australia’s leading radio stations, the biggest threat to their business model could well be YouTube Music which is set to challenge their leadership in the market head on in the future.

music services

“Over 15.2 million Australians visit YouTube in an average four weeks – over three times the size of the combined radio and music site market at present.

"Unsurprisingly, given the size of YouTube’s audience there is a huge cross-over between those who visit YouTube and visitors to leading music and radio sites such as Spotify, SoundCloud, Triple M, Apple Music and Nova FM.

“Over 95% of visitors to Spotify also visit YouTube in an average four weeks and the figure is well over 90% for SoundCloud, Apple Music and Vevo as well. The figures are slightly lesser for leading radio sites such as Triple M, Nova FM and Smooth FM but still well over 80%.

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

Graphic: courtesy Roy Morgan


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Sam Varghese

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Sam Varghese has been writing for iTWire since 2006, a year after the site came into existence. For nearly a decade thereafter, he wrote mostly about free and open source software, based on his own use of this genre of software. Since May 2016, he has been writing across many areas of technology. He has been a journalist for nearly 40 years in India (Indian Express and Deccan Herald), the UAE (Khaleej Times) and Australia (Daily Commercial News (now defunct) and The Age). His personal blog is titled Irregular Expression.



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