MUSIC



MATTERS
MUSIC                                     2006
>> MP3 player ownership was high (85%), leading to
more music being consume...
2007
MUSIC
MATTERS
>> Youth across Asia are consuming more music than
ever before, and music passion is at an all time high.


...
What matters about music



passion

consumption
                     2007
Ownership

Piracy

Solutions
2007 findings
2007
Survey by Synovate
n=3,857. April 2007. 15-34 years old
All income households
10 urban centers: India, Singapore, Ind...
music passion is at an all
      time high ...
     SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-24. Urban...
84% of young asians like
        music ...
    SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-24. Urban Yout...
54% of young asians love
        music ...
     SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-24. Urban You...
4% of young asians hate
       music ... :-(
    SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-24. Urban Yo...
12% of young asians would
listen every minute of the day ...
           if they could
       SOURCE: MTV Music Matters Res...
music passion (% very passionate)


71 70
      64 61
                                  45 43 42 42
                      ...
music passion (% very passionate)


   67
                                  59
                                           ...
music passion (% very passionate)
                                                                54
                     ...
we are fortunate that so many young
asians are passionate about music ...
       SOURCE: MTV Music Matters Research April ...
asia loving asia ...


   SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries
SPOTLIGHT ON ASIA
                                         GROWING LOCAL PRIDE
                                           ...
favorite music ...

                                                                                                      ...
Favorite Music - % Like Korean Music

 80



         40
                  29 29
                                       25...
Favorite Music - Chinese Youth

 MANDARIN POP
                                                                            ...
Favorite Music - Fragmentation
                                      FIRST                                SECOND          ...
we can see the importance of regional and
 local artists, with a rising indie spirit ...
         SOURCE: MTV Music Matter...
CONSU
MPTION
Legal Purchases - % Past Month


                                                                                         ...
Illegal Purchases - % Past Month


                                                                                       ...
Illegal CD Purchase - % Past Month
49      47




                   20
                                  15             1...
Unpaid Download - % Past Month
63



        37
                    32             30
                                    ...
Unpaid Download - % Past Month
                   34

                                                28

                ...
BUT LET’S LOOK
                     FORWARD




SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban You...
68% OF ASIAN YOUTH WANT THE
INDUSTRY TO HELP THEM GET MUSIC




SOURCE: MTV Music Matters Research April 2007 (Synovate). ...
Help me get digital music

89
         77         75
                                   70             67
                ...
changing
music habits ...
how I listen to digital music ...

                            0
                                                     30
 ...
61% are listening
to more music now
   that it!s digital


SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34...
and 71% believe
their music will be
all or mostly digital
 in five years time

 SOURCE: MTV Music Matters Research April 20...
they are also
 consuming their
  music videos
  more diversely

SOURCE: MTV Music Matters Research April 2007 (Synovate). ...
how I watch music videos ...

                  0                          40
                                            ...
the mobile
                                     phone

SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Ur...
76% have
                                            their own
                                             mobile

SOURCE...
27% have
                              downloaded
                             music to their
                            ...
57% would like to
                                replace their mp3
                                  player with a
      ...
63% would like the
                              industry to help
                             them get music on
         ...
Help me get mobile music

79      76     74
                             68
                                           60
...
the future is
clearly mobile
  and digital
61% are listening
to more music now
   that it!s digital
music passion is
  high, and young
 asians want easier
access digital music
music does matter
thank you
Music Matters To MTV 2007
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Music Matters To MTV 2007

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A presentation by MTV at the Music Matters conference, Hong Kong, May 30 2007

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Music Matters To MTV 2007

  1. 1. MUSIC MATTERS
  2. 2. MUSIC 2006 >> MP3 player ownership was high (85%), leading to more music being consumed >> The mobile phone was the preferred music device by many (68%) though few had made the switch (10%) >> Large music libraries, low levels of spend on all music formats (=piracy) >> A wish that the industry would make it easier to access music (=legal) MATTERS
  3. 3. 2007
  4. 4. MUSIC MATTERS >> Youth across Asia are consuming more music than ever before, and music passion is at an all time high. >> Hard drives are full of MP3’s. Yet music spend is low compared to music download activity. >> What’s the state of music consumption among Asian youth? And what can we do to help it grow ???????????????? 2007
  5. 5. What matters about music passion consumption 2007 Ownership Piracy Solutions
  6. 6. 2007 findings
  7. 7. 2007 Survey by Synovate n=3,857. April 2007. 15-34 years old All income households 10 urban centers: India, Singapore, Indonesia, Malaysia, Philippines, Thailand, China, Hong Kong, Taiwan, Korea
  8. 8. music passion is at an all time high ... SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-24. Urban Youth in 10 Countries 15-34.
  9. 9. 84% of young asians like music ... SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-24. Urban Youth in 10 Countries 15-34.
  10. 10. 54% of young asians love music ... SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-24. Urban Youth in 10 Countries 15-34.
  11. 11. 4% of young asians hate music ... :-( SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-24. Urban Youth in 10 Countries 15-34.
  12. 12. 12% of young asians would listen every minute of the day ... if they could SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-24. Urban Youth in 10 Countries 15-34.
  13. 13. music passion (% very passionate) 71 70 64 61 45 43 42 42 38 27 INDIA INDO PHIL THAI KOR MAL CHINA TWN SNG HK SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries
  14. 14. music passion (% very passionate) 67 59 46 15-19 20-24 25-34 SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries
  15. 15. music passion (% very passionate) 54 46 2006 2007 SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries
  16. 16. we are fortunate that so many young asians are passionate about music ... SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-24. Urban Youth in 10 Countries 15-34.
  17. 17. asia loving asia ... SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries
  18. 18. SPOTLIGHT ON ASIA GROWING LOCAL PRIDE RISE IN ASIAN MUSIC DECLINE OF THE “WEST” SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries
  19. 19. favorite music ... 61 LOCAL POP 55 WESTERN POP 28 OTHER ASIAN POP 28 MANDARIN POP 25 KOREAN POP 18 CANTO POP 15 JAPANESE POP LOCAL PREVAILS OVER “WESTERN” MUSIC SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries
  20. 20. Favorite Music - % Like Korean Music 80 40 29 29 25 14 10 9 2 KOR CHINA TWN THAI MAL SNG HK PHIL INDO INDIA THE KOREAN “WAVE” CONTINUES ... NORTH AND SOUTH SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries
  21. 21. Favorite Music - Chinese Youth MANDARIN POP 88 WESTERN POP 66 LOCAL POP 64 CANTO POP 52 KOREAN POP 40 JAPANESE POP 32 20 OTHER ASIAN POP CHINESE YOUTH ARE LISTENING TO A WIDE VARIETY OF MUSIC THESE DAYS .... SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries
  22. 22. Favorite Music - Fragmentation FIRST SECOND THIRD My favorite singer ... Hong Kong Eason Chan 8% Janice 7% Justin Lo 7% Singapore Black Eyed Peas 12% Jay Chou 7% JJ Lin 6% Taiwan Jolin Tsai 9% Jay Chou 9% 5566 8% Black Eyed Peas 9% Jay Chou 6% Linkin Park 5% Malaysia Potato 16% Clash 11% Big Ass 5% Thailand Samsons 18% Peter Pan 17% Agnes Monica 12% Indonesia Philippines MYMP 14% Kamikaze 11% Kitchie Nadal 7% SG Wannabe 11% Rain 8% South Korea Dong Bang Shin Ki 9% China Jay Chou 14% JJ Lin 5% Andy Lau 5% India Abhijit Sawant 15% Sonu Nigam 12% Himesh Reshimiya 23% A MIX OF MASS AND INDIE ARTISTS, VERY LOCALIZED, WITH FEW “MEGA” STARS SOURCE: MTV Young Asians Research October 2006 (Synovate). 15-24. Urban Youth in 10 Countries
  23. 23. we can see the importance of regional and local artists, with a rising indie spirit ... SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries
  24. 24. CONSU MPTION
  25. 25. Legal Purchases - % Past Month 34 INSTORE CD 14 ONLINE MP3 9 ONLINE CD OFFLINE OVER ONLINE, WITH LOW DIGITAL PURCHASING SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries
  26. 26. Illegal Purchases - % Past Month 25 UNPAID MP3 19 PIRATE CD FILE SHARE 18 HIGHER (CLAIMED) LEVELS OF ILLEGAL PURCHASING SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries
  27. 27. Illegal CD Purchase - % Past Month 49 47 20 15 14 13 4 3 2 2 Phil Indo Mal China Thai India Twn Korea HK Sing CLEARLY UNDERSTATING THE PURCHASE OF PIRATED CDS SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries
  28. 28. Unpaid Download - % Past Month 63 37 32 30 23 22 19 14 7 4 China Korea Thai Twn HK Phil Mal Sing India Indo AND NOT PAYING FOR IT ONLINE SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries
  29. 29. Unpaid Download - % Past Month 34 28 20 15-19 20-24 25-34 WITH TEENS BEING THE MAIN DOWNLOADERS ... SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries
  30. 30. BUT LET’S LOOK FORWARD SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries
  31. 31. 68% OF ASIAN YOUTH WANT THE INDUSTRY TO HELP THEM GET MUSIC SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries
  32. 32. Help me get digital music 89 77 75 70 67 63 61 60 59 39 India Phil Indo China Thai Twn Sing HK Mal Korea % agree “the industry could do more to help me get digital music” SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries
  33. 33. changing music habits ...
  34. 34. how I listen to digital music ... 0 30 60 Computer p30d 56 MP3 Player p30d 53 Internet Radio p30d 19 SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries
  35. 35. 61% are listening to more music now that it!s digital SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries
  36. 36. and 71% believe their music will be all or mostly digital in five years time SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries
  37. 37. they are also consuming their music videos more diversely SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries
  38. 38. how I watch music videos ... 0 40 80 TV p30d 78 27 NET p30d 13 MOBILE p30d SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries
  39. 39. the mobile phone SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries
  40. 40. 76% have their own mobile SOURCE: MTV Young Asians Research October 2006 (Synovate). 15-24. Urban Youth in 10 Countries
  41. 41. 27% have downloaded music to their mobile SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries
  42. 42. 57% would like to replace their mp3 player with a music phone SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries
  43. 43. 63% would like the industry to help them get music on their phone ... SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries
  44. 44. Help me get mobile music 79 76 74 68 60 55 54 52 49 43 India Phil Indo Thai Mal HK Sing Korea Twn China % agree “the industry should work with the telcos to deliver music on the phone” SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries
  45. 45. the future is clearly mobile and digital
  46. 46. 61% are listening to more music now that it!s digital
  47. 47. music passion is high, and young asians want easier access digital music
  48. 48. music does matter
  49. 49. thank you
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