TEOSTO & IFPI, survey August-September 2018Kari Tervonen, Dingle, 5 October 2018

MUSIC&MEDIA 2018

How Finns listen to music in 2018

How are new stars born?

The survey investigated the current situation in the consumption of music and digital content for the first time at the age scale 13–75!

Norstat interviewed 1,010 Finns in its consumer panel in mid-August 2018, as assigned by Teosto and IFPI.

We specifically sought respondents aged 13–15 and 16–18.

The key findings were weighted to correspond to the demographic of 13–15-year-old Finnish males and females.

Result comparisons vs. 2017 were conducted in the age group 16–65 according to last year’s respondents.

The survey was planned by Kari Tervonen from Dingle, who was also responsible for analysing the results.

The survey planning team comprised Tommi Kyyräfrom IFPI as well as Susanna Perämaa and Ano Sirppiniemi from Teosto.

X 1010

Often, but not always, strongly divides the results.

Bought a physical recording in 2018 23%

85% 77% 56% 33% 16% 7% 8% 2%

13–15 16–18 19–25 26–35 36–45 46–55 56–65 66–75AGE

6% 11% 13% 20% 23% 27% 32% 26%

Vlogger monitoring23%

13–15 16–18 19–25 26–35 36–45 46–55 56–65 66–75AGE

”Teenage boy did not recognize a cassette player in a car – stuck his iPhone in.”

The percentage of Finns who have discovered at least one interesting Finnish artist in 2018

A clear but not massively big difference.

36% 48% 51% 35% 34% 36% 32% 23%

13–15 16–18 19–25 26–35 36–45 46–55 56–65 66–75AGE

Results concerning music listening habits

PART 1

During the past 24 hours

Two traditional listening locationsabove others

In the car 68% At home 78%

Listened to music while out and aboutduring the past 24 hours

55% 61% 60% 37% 25% 7% 10% 6%

Age group

13–15 16–18 19–25 26–35 36–45 46–55 56–65 66–75

For those under the age of 25, listening to music while out and

about is standard, just like listening to music at home or in the car for other age groups!

Listening to music in the carduring the past 24 hours

Spotifytms.

CD-soitin

Radio 61%

12%

14%

2018 vs. 2017, listening to streams has increased by one thirdwhilst listening to CDs has decreased in the same proportion.

In 2018, Spotify was listened to in cars more than CDs.

Sources of music, listening during the past 24 hours

0%

30%

40%

20%

10%15%

19%

34%

YouTubeOnline radio

Free streaming

Streaming in Finland = Spotify approx. 90%, Deezer + Apple + Tidal approx. 10%

13%

Paid streaming

12%

Downloads

20%

CD + vinyl

34%Radio 75%

Paid streaming has grown in Finland but it is MUCH MORE popular in the other Nordic countries.

What are the most common reasons for not using it?

I don’t want another expense 66%I prefer the radio 51%I don’t listen to music that much 47%The free version is fine 42%I can find enough music on YouTube 41% I’m not really familiar with these services 28%I would use it but I simply can’t afford it 16%

Which devices have you used for listening to music during the past 24 hours? Only one winner.

13–75 13–18 19–35 36–55 56–65 66–75

Car radio 61% 57% 60% 66% 61% 63%

Phone 37% 82% 64% 30% 20% 6%

Separate radio device 32% 20% 21% 28% 41% 54%

Laptop computer 18% 32% 24% 14% 13% 11%

CD player in the car 12% 9% 15% 12% 11% 9%

Desktop computer 13% 17% 20% 13% 6% 8%

CD player at home 10% 8% 5% 8% 15% 15%

Tablet 9% 14% 6% 9% 9% 6%

14% 31% 30% 8% 2% 1%

+10%

-3%

Spotify or similar in car

-3%

-2%

-3%

-1%

-3%

+-0%

Change per year

Has listened to music on the phone in the last week

20-year-olds

30-year-olds

40-year-olds

50-year-olds

60-year-olds

89%

70%

61%

37%

33%

There are now approximately 2.5 million Finns who listen tomusic on the phone in a week.

The figure has risen roughly by 0.5 million in two years.

48% of all respondents have been to a paid concertduring the past year.

Attending live concerts

The peak age for attending live concerts is approximately 35.

Young people are not particularly active concertgoersand they prefer to see familiar rather than new acts.

33% of all respondents have been to a free concert during the past year.

16

Which of the following is most important to you in your everyday life?

Everyone aged 13–75

TV shows 43%

Music 28%

Books 20%

Digital games 9%

17

Which of the following is the most important to you in your everyday life?

13–15 16–18 19–25 26–35 36–45 46–55 56–65 66–75

TV shows 18% 17% 30% 34% 46% 56% 54% 50%

Music 37% 62% 48% 36% 30% 20% 18% 14%

Books 7% 7% 8% 15% 17% 21% 28% 36%

Digital games 38% 14% 14% 15% 8% 2% 0% 0%

Digital games for persons 15 years old or under.Music for persons 15–30 years old.TV shows for persons older than that.

Watching paid services in the past six months

Netflix 47%C More 24%Elisa Viihde 23%Ruutu+ 23%Viaplay 23%HBO Nordic 20%DNA TV 12%Telia TV 10%

Use of pay-TV services in the past 6 months

Following online TV content in the past week

Yle Areena 43%MTV Katsomo 18%1Ruutu 14% 8Netflix 32%

Other pay-TV channels than Netflix 10% or less----

YouTube weekly users = 70%%41%

Results concerning the music being listened

PART 2

Age path

rappoprock

Finnish adult pop

A bit more foreign to begin with,a bit more domestic to end with.

The most popular musical genresin the past two days

13–18 English language pop and hip hop/rap

19–25 Finnish & English language pop and hip hop & rap

26–35 Finnish and English language pop, rock and hip hop & rap

36–45 Finnish and English language pop and rock

46–55 Finnish language pop and rock

55–65 Finnish language pop and adult pop

66–75 adult pop, Finnish language pop

Types of music you have listened toin the past week

FI pop 67%EN pop 65%FI rock 55%

EN rock 51%Adult pop 50%

FI hip hop, rap 39%Heavy metal 31%

EN hip hop, rap 30%R&B, Soul 27%

Classical 24%EDM 23%Latin 20%Jazz 17%

Country 16%Indie rock 12%

Folk 10%

A country of thousands ofslightly slower deeper

and sadder songs.

3 adjectives that profile Finnish musiccompared to foreign music – in everyone’s opinion,

regardless of age.But not at all that strictly.

Believes they would recognise the artist by a random song, everyone 13–75 years old

ABBA

Very even leading group

1. ABBA 74% 2. Juice Leskinen 73%3. Elvis 73%4. Haloo Helsinki! 69%5. Katri-Helena 69%6. Eppu Normaali 68%7. Beatles 67%8. Antti Tuisku 64%9. Michael Jackson 64%10.Cheek 62%

Juha Tapio 69% Apulanta 59%Nightwish 55%Olavi Virta 50%Sanni 50%Paula Vesala 49%JVG 40%Eminem 37%Mikael Gabriel 34%Iron Maiden 33%Linkin Park 29%Ed Sheeran 24%Justin Bieber 23%

Summer 2018 favorite songs based on spontaneous responses Followed by:

Anssi Kela: Ilves

Haloo Helsinki!:Kaksi ihmistä

Antti Ketonen: Olisitpa sylissäni

Elastinen:Supervoimii

JVGPopkorni

Old summer classics did not reach the top 10.

Alan WalkerIgnite

SanniJacuzzi

How are new stars born?

PART 3

New star artists are decided by a single headphone-wearing teenager online

The majority of new artists are made stars bypersons under the age of 20.

Spotify and YouTube lists, searches and recommendations arein a key role when searching for new favourites,especially outside the most famous names on the list.

Radio and friends become important after the artisthas already gained some general popularity.

Of the under 20-year-olds, 40% send music links to their friends.

Of the under 20-year-olds, 70% have created their own playlists.

Of under 20-year-olds, 70% have listened to a playlist made by somebody else.

Music sharing among friends has not increased remarkably in recent years.

During a year

The most or second most important venue for finding new artists

13–15 years old: YouTube 72%, Spotify 46%16–18 years old: YouTube 66%, Spotify 55%

Radio and friends both approximately 25%.

Instagram was not included in the structured alternatives but based on spontaneoussurvey questions, it is the fifth of the top channels.

The most or second most important venue for finding new artists

36–45 years old: Radio 71%, YouTube 36%66–75 years old: Radio 81%, concert 43%

For the older music listeners, self-discovered new artists are most often performers who have already been cementing their status for several years.

Persons 13–15 years old are looking for impressive and distinguishable artists with a good hit song. The relationship with music is light, digital games are still dominating entertainment consumption.

Persons 16–25 years old get excited about performers you can identify with – music’s personal importance grows.

A 40-year-old is looking at big list hits to find new artists.

A 55-year-old Finn is looking for music to providechallenges and depth.

For a 70-year-old, a singer’s personal tone is of increased importance.

After a hit song, the basic reason that is important for creating enthusiasm in all age groups:

In one way or another, the artist bring something new and special to the current music offerings.

A new artist you have been recently very excited about.

Describe in a few words how you found them.

How was XXXTentacion discovered?

“Xxxtentacion. Created good music, and a friend of mine told me about him about half a year ago.”

“Featured heavily on Insta following his death”

“I heard about Xxxtentation when I was at schooland we listened to his music on the computer in crafts class; somebody in my class put it on and it was the best song and I wanted to listen to him”

“The first of his songs that I heard was Look at Me; I discovered him on spotify”

“When he died”

“I started to listen to his music a couple of years ago on Spotify because I saw a video that had his music in it”

“The first time I heard xxxtentacion’s music was when my mates played it for me. I still listen to his songs nowadays”

The rap artist who was shot dead at the age of 20 has spread particularly via word of mouth and not just via music among the younger listeners.

How was Lukas Leon discovered?“I heard Cheek live for the first time at a gig at the Provinssi festival.

“Via Cheek

“While browsing Instagram I saw adverts about a new artist who is going to launch an album.

“Cheek on Instagram“I discovered the artist when we were listening to all kinds of music at the gym and they played his latest song.

“I was on the bus on my way home and I checked out who was singing and he was one of the singers. That was the first time I’d ever heard of that person.

“He sang well “It was a supporting act on Cheek’s tour

“XTC performed at a Cheek gig

“I saw a picture of Cheek on Instagram where he was telling about this new artist he had signed for his record label.

“Cheek’s lights go off at a concert“my mate told me that Cheek’s label had signed a new artist so I started to listen to them

“I first discovered the artist on Spotify lists but I really got into it at a Cheek gig

“I bumped into the artist when Cheek introduced them on TV

“Radio

Strongly promoted by Cheek, the most popular hip hop artist in Finland.65% of those who have discovered him first are younger than 20.

“Cheek is featured in a song, and so I searched for the song instead of the performer.

How was Ellinoora discovered?

“Advert and a TV programme

“I heard about her from my friend and checked out some of her songs on YouTube

“I heard her on the radio.“I heard this good tune on the radio in the car. I loved the lyrics, so later on I found out about the artist and listened to their other tunes.

“I heard this cool new tune on the radio in Midsummer.

“Radio play and an interesting song.

“Unique

“My daughter was singing and playing her songs

“I heard a song by her on the radio and the lyrics really spoke to me

“I heard it on the radio randomly

Ellinoora wins an audience especially in the 30—65 age group, especially on the radio.

“There was a song playing on the radio that I couldn’t get out of my head. I just had to find out the name of the song and the artist.

A lot is crystallised by the responses of the youngest and oldest respondents regarding how they discovered their latest favourite artist

“Black Pink. I discovered it on YouTube after I’d been listening to other Korean pop.”-Girl, 13

“Satu Korhonen. She sang my request at the restaurant where she was performing.” -Man, 75

Authors

Kari Tervonen, kari.tervonen@dingle.fiSusanna Perämaa, susanna.peramaa@teosto.fi

Tommi Kyyrä, tommi.kyyra@ifpi.fi Ano Sirppiniemi, ano.sirppiniemi@teosto.fi