Asia Music Streaming Thrives on Mobile, Mini-Subscriptions, Says Study
variety.comPatrick Frater Asia Bureau Chief Smart phone usage is key to music listeners in parts of East Asia, but only a minority of users are committed subscribers to streaming services.
That apparent contradiction may explain the rise of mini-subscriptions in the region. “Some 81% of music listeners in Malaysia use smartphones as their go-to music listening devices in a typical month, yet only 31% of music streamers in Malaysia pay for a streaming subscription,” says new report from consultancy firm Luminate.
The firm’s latest Music 360 Study examines music consumption habits and preferences in a selection of Asia-Pacific markets, including South Korea, Japan, Philippines, Thailand, Indonesia, Vietnam, and Malaysia, but excluding China, India, Singapore and Australia.
Platforms such as Spotify are addressing APAC consumers’ new music appetite by offering one-time mobile plans (“premium mini subscriptions”) on a daily or weekly basis that grant temporary access and targeted premium features (no advertisements, song downloads for offline listening, high quality audio, etc.) from its full catalog of audio content.
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