Luminate

Music 360: Italy 2022

Released January 2023

$10,000

Leveraging the latest consumer insights, Luminate shares a full analysis of the Italian 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 Italian 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:

  • How do old and new music formats compete?
  • What other entertainment activities help propel music listening?
  • What genres & artists appeal to fans most?
  • How does social media mix with music?
  • What audiences can help grow streaming?

Details

Topic:

Italy

Who was surveyed (Source):

Italy General Population (13+)

Sample Size:

2,017 Respondents in Italy (Nationally Representative)

When was the survey taken:

November 2022

Length of Report:

105 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

DSPs Included in Survey:

YouTube, Spotify, Apple Music, Amazon Music, VEVO, SoundCloud, TIDAL, Napster, Twitch, Bandcamp, Deezer, TuneIn Radio, Audiomack, Idagio, Qobuz, TIM Music

Festivals Included in Survey:

Tomorrowland, Festival dei Due Mondi, Venezia Jazz Festival, Linecheck, Rock in Roma, Firenze Rocks, Kappa FuturFestival, Sun and Bass, Ypsigrock Festival, Polifonic, Collisioni, Unaltrofestival, Nameless Music Festival, Milano Summer Festival, I-Days, Club to Club Torino, Lucca Summer Festival, Locus Festival, Ravello Music Festival, Gods of Metal, Roma Summer Fest, Beaches Brew Festival, Notte Della Taranta, Concerto del Primo Maggio, Bay Fest, Decibel Open Air, Mi Ami Festival, Siren Festival, Home Festival, C2C Festival, More Festival

Televised Shows Included in Survey:

Eurovision, Sanremo Music Festival, Festival di Castrocaro, Don't Forget The Lyrics - Stai Sul Pezzo, Free European Song Contest, Italia's Got Talent, The Voice of Italy, All Together Now (Italy), X Factor Italy, The Voice Senior, Il Cantante Mascherato, Italian Idol, The Academy Awards (Oscars), MTV Video Music Awards, iHeartRadio Music Awards, Golden Globe Awards, Streamy Awards, MTV European Music Awards, SEAT Music Awards, Sanremo Music Festival Awards, David di Donatello Awards, MTV Italian Music Awards

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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