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Online Audio in the US 2006
Mintel, Dec 2006
Scopes and Themes
What you need to know
Definition
Abbreviations and terms
Abbreviations
Terms
Executive Summary
Key points
Explosive growth since launch of iTunes leads to $1.1 billion sales in 2006
Minority of respondents use Internet audio
iTunes undisputed market leader with 68% of the total market
Subscription services overpriced for most downloaders
Consumers continue to be drawn by free downloads
Teens, kids, young adults, Asians lead
Reaching out to blacks and women
Competition from MP3-phones
Ad-based revenue and universal format sales being tested
Listeners open-minded about ads
Market limitations
Music, PC playback most common usages for Internet audio
Market Drivers
Convenience of online and single-track sales create value
Increasing broadband penetration
Figure 1: U.S. broadband household projections, 2000-11
Increasing comfort with Internet shopping
Online music and portable MP3 players drive each other forward
Figure 2: Manufacturer sales of MP3 players and online digital music sales, 2001-06
Figure 3: Graph: Indexed manufacturer sales of MP3 players and online digital music sales, 2001-06
Competition from free legal and illegal downloads
Extent of piracy
Efforts to eliminate piracy
Piracy continues unabated
Advertising could monetize more of the market
MP3-capable handsets compete for sales
Increased adoption to continue outpacing demographic growth
Figure 4: Graph: Purchase of CDs and downloaded music, by age, May 2005-June 2006
Figure 5: Graph: Downloads, CD purchases, and broadband access, by household income,
Market Size and Trends
Figure 6: Total U.S. online retail sales of digital music, at current and constant prices, 2003-06
Market Segmentation
Introduction
Figure 7: Online retail sales of digital music, segmented by service type, 2004 and 2006
Figure 8: Graph: Online retail sales of digital music, segmented by service type, 2006
Figure 9: Graph: Indexed U.S. online retail sales of digital music, segmented by service type, 2003-06
Download services
Figure 10: Online retail sales of digital music downloads, at current and constant prices, 2003-06
Subscription services
Figure 11: Online retail sales of digital music subscriptions, at current and constant prices, 2001-06
Retail Distribution
Introduction
Figure 12: U.S. online retail sales of music, by vendor, 2004 and 2006
Company profiles
Figure 13: Timetable of entrants into the online music market, 2003-06
iTunes (Apple)
Rhapsody (RealNetworks)
Napster (Roxio)
eMusic
Wal-Mart
Yahoo! Music Unlimited
Connect (Sony)
Recently launched services (2006)
AOL MusicNow
Urge (Viacom)
Zune (Microsoft)
Advertising and Promotion
Introduction
iTunes
Rhapsody
Napster
Zune
Yahoo! Music Unlimited
The Consumer
Introduction
Summary
Downloads and Internet radio
Figure 14: Usage of music downloads and internet radio, by gender, May 2005-June 2006
Figure 15: Usage of music downloads and internet radio, by age, May 2005-June 2006
Figure 16: Usage of music downloads and internet radio, by household income, May 2005-June 2006
Use of digital music services
Figure 17: Usage of online music services, by age, October 2006
Figure 18: Graph: Usage of online music services, by age, October 2006
Figure 19: Usage of online music services, by household income, October 2006
Figure 20: Usage of online music services, by presence of children in the household, October 2006
Reasons for not using digital music
Figure 21: Reasons for not using digital music, by gender, October 2006
Figure 22: Reasons for not using digital music, by age, October 2006
Types of content listened to
Figure 23: Types of content listened to, by gender, October 2006
Figure 24: Types of content listened to, by age, October 2006
Attitudes toward online music
Figure 25: Attitudes toward online music, by gender, October 2006
Figure 26: Attitudes toward online music, by age, October 2006
Figure 27: Attitudes toward online music, by household income, October 2006
How digital music is played
Figure 28: How digital music is played, by gender, October 2006
Figure 29: How digital music is played, by age, October 2006
Figure 30: How digital music is played, by presence of children in the household, October 2006
Rates of usage
Figure 31: Rates of digital music usage, by gender, October 2006
Figure 32: Rates of digital music usage, by age, October 2006
Figure 33: Rates of digital music usage, by household income, October 2006
Race/ethnicity
Figure 34: Usage of music downloads and internet radio, by race/ethnicity, May 2005-June 2006
Figure 35: Usage of online music services, by race/ethnicity, October 2006
Figure 36: Reasons for not using digital music, by race/ethnicity, October 2006
Figure 37: Attitudes toward online music, by race/ethnicity, October 2006
Figure 38: How digital music is played, by race/ethnicity, October 2006
Teens
Figure 39: Usage of music downloads and internet radio, by race/ethnicity, May 2005-June 2006
Figure 40: Teen usage of online music services, by age, October 2006
Figure 41: Teen usage of online music services, by gender, October 2006
Figure 42: Types of content listened to by teens, by age, October 2006
Figure 43: Teen attitudes toward online music, by age, October 2006
Figure 44: How digital music is played by teens, October 2006
Figure 45: Rates of digital music usage, median for teens compared to adults, October 2006
Kids
Figure 46: Usage of music downloads and internet radio by kids, May 2005-June 2006
Future and Forecast
Future trends
Ad-based revenue
Impact of MP3 cell phones
Purchasing via high-definition and satellite radio
Stopping piracy
Pirates acquire new techniques
The battle against iTunes
Direct-to-consumer music sales
Penetration rates to continue outpacing demographic growth
Demographics to watch
Kiosks to bridge the digital divide
Capitalizing on women
Market forecast
Online digital music
Figure 47: Forecast of total U.S. online retail sales of digital music, at current and constant prices, 2006-11
Online digital music downloads
Figure 48: Forecast of U.S. online retail sales of digital music downloads, at current and constant prices, 2006-11
Online digital music subscriptions
Figure 49: Forecast of U.S. online retail sales of digital music subscriptions, at current and constant prices, 2006-11
Forecast factors
Appendix: Trade Associations
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