More than 977 million people in China – 72% of the population – listen to music every week, according to a new survey of the country’s listening habits. The average Chinese consumer enjoys 16 hours of music per week, with 66% of listeners using a streaming service. The figures lag behind the US, where 91% of the population listens to music for an average of 24 hours per week. But China has a healthy live scene, with 57% of affluent fans attending concerts, compared to 51% in the US.
The figures, compiled by US Company Nielsen, show a great disparity between wealthy Chinese consumers and those on lower incomes. In total, 83% of affluent consumers listen to music at least once a week; compared to 53% for low-earners. The well-off tend to prefer Western or English-language music, and are more likely to listen to pop, rock and jazz.
They spend an average of 914 yuan ($139, £97) on music every year; while poorer Chinese consumers spend just 118 yuan ($18, £13).Nielsen projected that spending on music would reach $56 trillion (£39 trillion) in China over the next decade, driven largely by young, affluent, connected consumers with disposable incomes. However, piracy remains a major barrier. Just 3% of low-income consumers said they would be “very likely” to pay for a streaming service in the future.
