March 4th, 2022, Fiona Robinson
Young women between 18 and 29 years are most likely to pay for music streaming services
Latest data from YouGov Profiles, an audience segmentation tool, reveals streaming free music online is the most common way to listen to music among women in Indonesia. Six in ten women said they streamed music online for free over the past six months (61%), as compared to only two in five (38%) who did so via a paid service.
Other consumption behaviours also exceeded paid streaming, with women reportedly listening on video streaming sites (48%), downloading music via file sharing sites (42%) and listening to radio streamed over the Internet (40%) more often.
The preference for free over paid music is reflected in their subscription behaviour as well, with less than three in ten women (29%) willing to pay for music subscription services. Furthermore, women are far more likely to be willing to pay for TV subscriptions instead (40%). However, they are more likely than men to pay for music services (29% vs 26%).
Looking closer at age breakdowns, young women aged 18 - 29 are most likely to pay for both types of subscriptions, with almost half being willing to pay for TV (46%) and one-third being willing to pay for music (32%). For those aged 30 - 44, willingness to pay for streaming services drops slightly for TV (37%) but is comparable for music (30%).
Women above the age of 45 are least likely to be willing to pay for TV (21%) and music streaming services (10%). In fact, a quarter say they are unwilling to pay for subscription of any streaming services at all (25%).
A deep dive into Indonesian women’s attitude towards subscription reveals that their willingness to pay may be related to perceptions of convenience and value. More than half of Indonesian women (52%) agree with the statement, “Video and music streaming services should offer more group subscriptions.” Just as many (50%) think it’s more convenient to share subscriptions. Young women between 18 and 29 years are most likely to agree with these statements as compared to the rest.
These women (18 - 29 years) are also most likely to be happy spending money to support their favourite music artists (36%), which could explain their willingness to pay for such subscriptions. On the other hand, those aged 45+ feel the opposite, with less than one-fifth (18%) of them being happy to spend money to support their favourite music artists, and more than half expressing opposite sentiment (51%).
Methodology:
YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data is nationally representative and weighted by age, gender, education, region, and race. Learn more about Profiles.