Music Matters to MTV 2008

WHAT MATTERS anyWAY?

08 THIRD ANNUAL MUSIC MATTERS SURVEY

2006 2007 2008 HONG KONG HONG KONG HONG KONG SINGAPORE SINGAPORE SINGAPORE TAIWAN TAIWAN TAIWAN KOREA KOREA KOREA CHINA CHINA CHINA PHILIPPINES PHILIPPINES INDONESIA INDONESIA MALAYSIA MALAYSIA THAILAND THAILAND INDIA INDIA AUSTRALIA VIETNAM

2006 2007 2008 15 to 34 15 to 34 15 to 34 URBAN URBAN URBAN MIDDLE CLASS MIDDLE CLASS MIDDLE CLASS N=1500 N=3857 N=5741 SYNOVATE SYNOVATE TNS MARCH 2006 MARCH 2007 MARCH 2008

MM CONTENT EXPLOSION RISING MUSIC PASSION LOCAL PREVAILS DIGITAL CONTENT MOBILE TAKES OFF 2008 CONCERTS EMERGE

WHAT MATTERS ?

WHAT’S HOT SPENDING TIME ONLINE +56% LISTENING TO MUSIC +53% USING MY MOBILE +49% SENDING EMAILS +41% SOCIAL NETWORKS +37% WHAT’S NOT SPENDING $$$ ON MUSIC -36% WATCHING TELEVISION -46% PLAYING CONSOLE GAMES -50% SOURCE: MTV Circuits of Cool. 16 Country. 2007 (% Doing More, Doing Less than Past Year)

LO VIN MU SIC G

MUSIC PASSION IS AT AN ALL TIME HIGH ...

93% OF ASIAN YOUTH ARE PASSIONATE ABOUT MUSIC ... SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries

85% OF ASIAN YOUTH “LIKE” MUSIC ... SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries

54% OF ASIAN YOUTH “LOVE” MUSIC ... SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries

1% OF ASIAN YOUTH “HATE” MUSIC ... SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries

I LIKE MUSIC (% LIKE MUSIC, TOP 5/10 BOX) SOURCE: MTV Music Matters Research (Synovate, TNS). 12 Countries

I LIKE MUSIC (% LIKE MUSIC, TOP 5/10 BOX) SOURCE: MTV Music Matters Research (TNS). 12 Countries

I LIKE MUSIC (% LIKE MUSIC, TOP 5/10 BOX) SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries

I LOVE MUSIC (% LOVE MUSIC, TOP 1/10 BOX) “WOULD LISTEN TO MUSIC EVERY MINUTE OF THE DAY IF I COULD” SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries

WHAT KIND OF MUSIC DO YOU LISTEN TO ?

I LIKE WESTERN MUSIC (% LIKE GENRE) SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries

I LIKE LOCAL MUSIC (% LIKE GENRE) SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries

I LIKE ... (% LIKE GENRE) SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries

80% LOCAL 20% IMPORT

FAVORITE SINGERS ONE TWO THREE FOUR FIVE INDIA Himesh Reshamiya Lata Mangeshkar Abhijit Sawant Kishore Kumar Sonu Nigam INDONESIA Ungu Agnes Monica Peter Pan Iwan Fals Glenn Fredly PHILIPPINES Parokya ni Edgar Sarah Geronimo MYMP Bamboo Christian Bautista MALAYSIA S.H.E. Jacky Cheung Mawi Robbie Williams Simple Plan SINGAPORE Jay Chou Linkin Park Stefanie Sun Taufik Batisah Gwen Stefani THAILAND Body Slam Da Endorphine Potato Clash Loso CHINA Jay Chou Andy Lau Faye Wong Jacky Cheung Wang Lee-Hom HONG KONG Eason Chan Jay Chou Miriam Yeung Fahrenheit Joey Yung TAIWAN Jolin Tsai Jay Chou Wang Lee-Hom S.H.E. May Day KOREA MC the Max Beyonce Dong Bang Shin Ki Sooyoung Lee SG Wannabe Source: MTV Young Asians. Synovate 2007. 15-24

FAVORITE SINGERS LOCAL LANGUAGE DRIVES PREFERENCE A HANDFUL OF GLOBAL MEGA-STARS VERY FEW REGIONAL MEGA-STARS SE ASIA MORE “INDIE” AND ROCK NORTH ASIA MORE R&B, HIP HOP, BALLADS Source: MTV Young Asians. Synovate 2007. 15-24

MU EX SIC PL OS IO N

66% ARE LISTENING TO MORE MUSIC NOW THAT IT’S DIGITAL SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries

46% THINK THAT ALL THEIR MUSIC WILL BE DIGITAL IN THE FUTURE SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries

BUT ARE THEY PAYING?

LEGAL VERSUS ILLEGAL (% PAST MONTH) 15-24 25-34 SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries

MUSIC PURCHASING (% DONE PAST MONTH) SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries

BOUGHT A CD IN A STORE (% PAST MONTH) SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries

PAID TO DOWNLOAD MUSIC (% PAST MONTH) SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries

DIDN’T PAY TO DOWNLOAD MUSIC (% PAST MONTH) SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries

MU PL LTI AT FO RM

TELEVISION REMAINS A KEY MEDIUM FOR VIDEOS

HOW I CONSUME MUSIC VIDEOS... 2007 % SOURCE: MTV Music Matters Research 2007 (TNS). 10 Countries

HOW I CONSUME MUSIC VIDEOS... 2008 % SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries

THE NET HAS CHANGED VIDEO VIEWING SIGNIFICANTLY ...

MUSIC SITES I VISIT (% PAST MONTH) SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries

THE MOBILE IS TAKING OFF FASTER ...

DOWNLOADED MUSIC TO PHONE (% PAST MONTH) SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries

THE MOBILE IS THE MAIN MUSIC PLAYER FOR 14% ... SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries

PHONE IS MY MAIN MUSIC PLAYER (% AGREE) SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries

REPLACE MP3 WITH MUSIC PHONE (% AGREE) SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries

50% HAVE DOWNLOADED MUSIC TO THEIR PHONE RECENTLY 74% WANT TO REPLACE THEIR MP3 2008 ... WITH A MUSIC PHONE 78% WANT THE MUSIC INDUSTRY TO HELP THEM GET MORE DIGITAL MUSIC 73% WANT TELCOS AND MUSIC LABELS TO WORK TOGETHER MORE CLOSELY SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries

HOW ABOUT LIVE MUSIC?

I LIKE LIVE MUSIC (% WENT TO CONCERT RECENTLY) SOURCE: MTV Music Matters Research (Synovate, TNS). 12 Countries

I LIKE LIVE MUSIC (% WENT TO CONCERT RECENTLY) SOURCE: MTV Music Matters Research (TNS). 12 Countries. 2008

LET’S RELOOK IN 2009 ...

HEADLINES URBAN ASIANS. 12 MARKETS. 15-34 1. MORE PEOPLE ARE LOVING MUSIC 2. MORE ARE LISTENING TO MORE MUSIC 3. IT’S ALL GOING DIGITAL, FAST 4. IT’S ALL GOING MOBILE, FASTER 5. BUT IT REMAINS FREE, FOR MANY SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries

BACK TO MUSIC

www.slideshare.net/ ianstewartmtv

THANK YOU

http://www.mobileyouth.org	123
http://malaysiacrunch.blogspot.com	66
http://www.malaysiacrunch.com	39
http://www.slideshare.net	39
http://andisboediman.blogspot.com	37
http://ettf.net	33
http://www.musicloversgroup.com	21
http://readingreport.blogspot.com	21
http://yourmusic-liveyourworld.blogspot.com	19
http://youngmarketing.web-log.nl	14
http://www.xanga.com	12
http://aroved.wordpress.com	12
http://konstantrevolution.blogspot.com	12
http://tecktonikmusic.wordpress.com	9
http://misterbradleysmusicappreciation.blogspot.com	7
http://www.macodes.com	6
http://goldenchinabrands.com	5
http://lugaresindeseables.blogspot.com	3
http://gonzamemusic.blogspot.com	3
http://ehallapromotion.com	3
http://ecampustraining.dcccd.edu	2
http://static.slideshare.net	2
http://hk.uploader.blog.yahoo.com	2
http://alanlith.xanga.com	1
http://www.readingreport.blogspot.com	1
http://www.yourmusic-liveyourworld.blogspot.com	1
http://multimediawuebben.wikispaces.com	1
http://tunemusicbox.com	1
http://cursos.itesm.mx	1
http://misterbradleysmusicappreciation.blogspot.co.uk	1
http://andisboediman.blogspot.ca	1
http://www.andisboediman.blogspot.com	1
http://musicloversgroup.com	1
http://mgamemusicgroup.blogspot.com	1
http://74.125.153.132	1
http://74.125.39.102	1
file://	1
http://feeds.feedburner.com	1
http://barkingrobot.tumblr.com	1
http://hoytleaders4literacy.pbworks.com	1
http://blog.topia	1
http://mgamemusicgroup.blogspot.com.ar	1

Music Matters to MTV 2008

by Ian Stewart on May 30, 2008

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Music Matters to MTV 2008 — Presentation Transcript