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Germany's Consumers Pump Up the Volume on Music Streaming Services

Number of internet music streamers tripled year over year

Internet music streaming in Germany is rising quickly: A July 2014 survey conducted by ARIS for BITKOM found that around one-third of internet users in the country had listened to music via audio streaming. This works out to 18 million consumers using music streaming services such as Spotify, Deezer and SoundCloud—triple the amount who did so in 2013 (6 million).

Music streaming services were most popular among the youngest age group studied, 14- to 29-year-olds—often considered the most tech savvy. Nearly half of respondents (48%) in this bracket streamed music, while more than two-thirds of those ages 30 to 49 did so. Meanwhile, just over one in five of Germany’s 50-to-64-year-old internet users streamed music.

BITKOM/ARIS noted that various forms of music streaming services had established themselves on the internet. For example, some provide access to millions of tracks, while others act as a personalized radio, through which users can choose a specific genre and hear tracks from the chosen category. And while there has long been a battle between musicians and digital music services about the latter giving away music for free, the source reported that another type of music streaming service lets musicians upload a selection of their music for fans to listen to.

Internet and mobile adoption play a key role in the success of music streaming services. eMarketer estimates that the number of internet users in Germany will total 60.3 million this year, or 74.4% of the population. Mobile phone user penetration in the country will reach an even more impressive 84.0% of residents, or 68.0 million consumers.

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