Millennials Lead Music Streaming Obsession

MILLENIALS are leading the drive to ditch buying music and tuning in to the cloud, with new research showing nearly three quarters of Australian millennials now stream their music.

Market research firm GlobalWebIndex reveals that 70 per cent of Australians aged 18 to 32 have used a streaming service in the past month, putting Australia up with the biggest users of music streaming services in the world.

The GlobalWebIndex research shows that 34 per cent of Australian millennials have used Spotify in the past month, making it the biggest player in the streaming market while SoundCloud (14 per cent), Pandora (10 per cent) and Apple Music (10 per cent) battle it out for the minor placings.

Spotify’s own figures show millennials globally are responsible for 72 per cent of all weekly streams on the streaming music service.

Millennials are also more likely to stream their music to their smartphone. About two-thirds of Spotify’s millennial customers play their music through their smartphone rather than though their computer.

As for their music tastes, millennials are less likely to listen to rock and more likely to listen to hip hop and pop.

Telco comparison site WhistleOut released figures this week that show that the launch of Spotify in 2012 was a major turning point for mobile data consumption in Australia, sending the typical mobile data usage skyrocketing.

Two years ago, the average amount of data people downloaded on their mobile phone was 0.63Gb a month, with that figure jumping a year ago to 1.14GB and now up to nearly 2GB a month.

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