The study estimates that an additional 1.1m over-55 year olds were users of music subscription services such as Spotify, Apple Music, Amazon Music, Deezer and You Tube Premium in February 2020, compared with 12 months earlier – accounting for more than a third of the 2.8 million new streamers in the UK over the period. The 90% increase was more than four times the growth in the number of people across the population (18.5%).
The data comes from ERA’s consumer tracking study which has quizzed a representative panel of approximately 2,000 UK consumers about their entertainment consumption habits every quarter for the past six and a half years. ERA's findings also suggested the number of people using paid-for music streaming services in the UK now topped 18.1m.
Over-55-year-olds are the new battleground in the streaming market
ERA CEO Kim Bayley said: “Over-55-year-olds are the new battleground in the streaming market. Previously streaming services have very much been regarded as something for music’s traditional younger fanbase. These numbers show that 24/7 access to all the music you could wish for is also attractive to older music fans.”
More than 57% of streamers are 34 years old or younger, but the growth rate is accelerating in the older age groups.
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