A water gun fight at the O.K. Corral
A water gun fight at the O.K. Corral

Nielsen Music Insights: US Vs. Canadian Consumers

While the music landscape has changed radically over the last few years, North American consumers have shown that they still love music.  Even with our shared language and land mass, the way that Canadians and Americans discover and listen to music is not always the same.

Nielsen Music 360 compared the results of their 2016 Canadian and U.S studies and found that:

  • NOT THIEVES!!! Compared to Americans, Canadians are 46% less likely to share or download music/audio files on any peer-to-peer site (such as Grooveshark or torrent sites) (12.3% of Gen Pop vs 6.6%, respectively).

  • Canadians are 30% less likely to listen on a Smartphone device (in typical week), however show a particular affinity for Tablets as a vehicle for music listening, as they are 29% more likely to use for this purpose than the average American.

  • Browse and you never know what you may find: Casual searching of online music stores (such as iTunes, Amazon, Google Play, etc.) is 53% more popular among Canadians as a means to discover new music than it is for Americans.

  • Isn’t it ironic:  Canadians are more apt to listen to Americana -based music (+18%)  than actual Americans. They also show elevated listenership for Folk (+46%), Easy Listening (+24%) and Blues Music (+23%) as well.

  • Though the % of consumers that purchase digital forms of music –  both individual tracks (US:23%, CA: 22%) and albums as a whole (US:16%, CA: 15%)  – are relatively consistent across countries , more than a third (35%) of Canadians still purchase CDs while only a quarter (25%) of Americans do the same.

  • Streaming Services – Positive Favorability Among those Aware of the service:

  • Heightened Favorability for Apple Music (+12%), VEVO (+16%), and TuneIn (+14%) among Canadians

  • Though Millennials account for the largest portion of Paid streamers in both the US and Canada, there are differences in the age groups of millennials that are comprising these paid users across these two countries. Relative to American paid streamers, Canada’s premium users are 13% more likely to be younger millennials between the ages of 18-24 and 26% less likely to be older millennials between the ages of 25-34.




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