Music 360: Germany 2022

Released January 2023

$10,000

Leveraging the latest consumer insights, Luminate shares a full analysis of the German music market. This report shares a full suite of data alongside tailored recommendations that you cannot find anywhere else.

Allowing unprecedented insight into this music market, this report covers listener demographics, behaviors across and outside of music (physical music vs. streaming, live music, music discovery, social media, and more), partnership opportunities, and more.

Using these insights, you will be able to fully engage in the German music market, develop strategies that work for your business, and build a foundation to reach as many fans as possible.

These data and insights can help you understand key business questions such as:

  • What audiences are most likely to engage with music in Germany?
  • What listeners set trends in the music market?
  • What music formats are most popular for listeners?
  • How do streaming and physical music compete?
  • What other entertainment activities cross-over with music?

Details

Topic:

Germany Music Landscape

Who was surveyed (Source):

German General Population (13+)

Sample Size:

2,000 Respondents in Germany (Nationally Representative)

When was the survey taken:

November 2022

Length of Report:

107 slides

Trend & Freq of report:

Annual

Social Platforms Included in Survey:

Facebook, Twitter, Reddit, Tumblr, Pinterest, Instagram, Snapchat, WhatsApp, TikTok, Triller, Discord, Facebook Reels, Instagram Stories, YouTube, YouTube Shorts, Telegram, Clubhouse, LinkedIn, Twitch, Facebook Messenger, Blogger (formerly BlogSpot), Skype, Instagram Reels, BeReal, Xing, Dol2Day, Alumniportal Deutschland

DSPs Included in Survey:

YouTube, Spotify, Apple Music, Amazon Music, VEVO, SoundCloud, TIDAL, Napster, Twitch, Bandcamp, Deezer, Audiomack, Idagio, Qobuz, Ampya, Juke

Festivals Included in Survey:

Tomorrowland, Pinkpop, Airbeat One, Deichbrand, Donauinselfest, Happiness Festival, Highfield Festival, Hurricane Festival, Lollapalooza Berlin, Melt Festival, Parookaville, Reeperbahn Festival, Rock am Ring, Rock im Park, Southside Festival, Splash! Festival, Street Parade, Wacken Open Air, World Club Dome, Nature One Festival, Nova Rock, Open Air Frauenfeld, Antaris Project, Sea You Festival, Das Fest, M'Era Luna, Open Flair Festival, Taubertal Festival, Haldern Pop Festival, Sonnemondsterne, Summer Breeze, MS Dockville, Time Warp DE, Love Family Park Festival, Indian Spirit Festival, New Horizons Festival, Ruhr-in-Love, Echelon Open Air & Indoor Festival, Ikarus Festival, Mayday Dortmund, Habitat Festival, Oldenbora Festival, Psychedilic Circus Open Air Festival, Heroes Festival, Snowbeat Festival, Wacken Winter Nights, Oktoberfest

Televised Shows Included in Survey:

The Masked Singer, Eurovision, Deutschland sucht den Superstar (DSDS), The Voice of Germany, The Voice Kids of Germany, Das Supertalent, Free European Song Contest, All Together Now (Germany), Popstars, X-Factor Germany, Sing On!, The Academy Awards (Oscars), MTV Video Music Awards, Golden Globe Awards, Streamy Awards, MTV European Music Awards, Deutscher Filmpreis (Goldene Lola), Deutscher Fernsehpreis, 1Live Krone Awards, Alois Kottmann Award, Heidelberger Frühling Music Award

Insight Categories

Music Behaviors & Preferences

  • Time spent with music
  • Importance of entertainment interests
  • Music listening locations/activities
  • Music listening by format
  • Share of music time by format
  • Music discovery sources
  • Annual music spend

Genre & Language

  • Genre listenership & fanship
  • Listenership by decade (’80s, ’90s)
  • Location & language preferences

Audio & Video Streaming

  • Music streaming service awareness & usage
  • Free vs. paid subscriptions
  • Streaming service satisfaction
  • Barriers to subscribing
  • Start of paid subscriptions
  • Future subscription opportunities
  • Top streaming service features
  • Video streaming
  • VPN usage for streaming services
  • Drivers of VPN usage for streaming

Role of Technology

  • Factors for music device selection
  • Device ownership
  • Top devices for music listening
  • Technology & music discovery

Format Purchasing

  • Past music purchasing
  • Purchase intent by format
  • Format purchase considerations

Brand Activating

  • Top brand activations
  • Product purchasing (past & future intent)

Playlisting

  • Playlist importance
  • Weekly playlist usage

Livestream Performances

  • Livestream music event attendance
  • Top platforms used
  • Top attendance motivators
  • Livestream music event satisfaction
  • Attitudes toward livestreaming
  • Paying to attend livestream
  • Barriers to livestream event attendance

Live Music Events

  • Live event attendance (past & future intent)
  • Discovery sources
  • Likelihood of attending future events
  • Barriers to future attendance
  • Awareness of top music festivals

Social Media & Short Video Clips

  • Social media & short video clip site usage
  • Social media & short video clip platforms
  • Top music activities on sites
  • Music content on social media & short video clip sites

Health & Wellness

  • Wellness activities & services

Broadcasting & Awards Shows

  • Awareness of broadcast events and awards shows
  • Broadcast events and awards shows viewership (past & future intent)
  • Impact of competition shows

Gaming

  • Devices for gaming
  • Top gaming platforms
  • Top gaming titles
  • Music & artist discovery via gaming

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