Stock Music Industry Customers' Analysis

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Stock Music Industry Customers' Analysis

Findings from this research suggest that the customers of stock music licensing companies are mostly male, with each of the five companies considered having over 50% male website visitors. The United States accounts for most traffic to the major players in the stock music licensing market. The dominating customer age range among top players in the stock market licensing market is 25 to 34 years. The global stock music industry has a current (2021) market size of $1.24 billion and is projected to reach $2 billion by 2026. Details of the research findings are below.

Envato Customers’ Demographic Analysis

Customers’ Age

  • Envato’s customers’ age distribution, as shown from an analysis of its website visitors’ data, ranges from 18 to 65+ years. The complete distribution is below.

Customers’ Gender

  • A majority of Envato’s visitors is male — 62.69%
  • 37.31% of Envato’s visitors are female.

Customers’ Location

Customers’ Income Level

  • According to Statista, the median income distribution for US households, based on the age ranges that constitute the household, is below.

Pond5 Customers’ Demographic Analysis

Customers’ Age

Customers’ Gender

  • The majority of Pond5’s audience is male — 68.42%.
  • 31.58% of Pond5’s audience is female.

Customers’ Location

Audio Network Customers’ Demographic Analysis

Customers’ Age

Customers’ Gender

  • Most of Audio Network’s visitors are male — 59.72%.
  • 40.28% of Audio Network’s visitors are female.

Customers’ Location

Getty Images Customers’ Demographic Analysis

Customers’ Age

Customers’ Gender

  • The majority of Getty Images’ visitors are male — 56.549%.
  • 43.469% of Getty Images’ visitors are female.

Customers’ Location

Shutterstock Customers’ Demographic Analysis

Customers’ Age

Customers’ Gender

  • The majority of Shutterstock’s visitors are male — 53.52%
  • 46.48% of Shutterstock’s visitors are female

Customers’ Location

Stock Music Global Market Size

  • According to a recent report on the global stock Music market from Arizton, the market is projected to grow at a Compound Annual Growth Rate (CAGR) of 10% from 2020 through 2026 to reach a total size of $2 billion by 2026.
  • Using a CAGR calculator, the current size of the global stock Music market can be calculated, where the CAGR = 10, the final value = 2 billion, the number of periods = 6 (2026 – 2020), the initial value is given as 1.13 billion. This was the size of the market in 2020. To get the current (2021) market size, the CAGR calculator is used again, this time with the following values. CAGR = 10, initial value = 1.13 billion, number of periods = 1 (2021 – 2020). The final value is given as 1.24 billion. This is the current size of the global stock music market.
  • The independent content creator segment of the global stock music market is expected to grow fastest in North America, with an absolute value growth of over 80% estimated to occur in the region over the forecast period of 2020 through 2026.

Factors Responsible for the Global Stock Music Market Growth

Sonic/Audio Branding

  • Consumer preferences for digital content are shifting to audio content, to satisfy a “listen and feel” connection. Among retailer banks, directional audio applications is being used increasingly to improve service rendering to customers. Among small and medium businesses, the need to innovate and differentiate themselves among competitors is ever-increasing as the SME landscape grows. This leads many brands to adopt innovative marketing practices enabling them compete with larger firms. Among such innovative practices is the use of trademark audio content.
  • Brands that have incorporated sonic branding include FedEx, Pandora, DiDi Chuxing, among many others. In 2017, FedEx introduced an interactive SoundTrack feature that allows its users to create compositions based on the shipping journey, delivery type, parcel weight, and dimensions of a package.
  • Audio streaming service, Pandora, adopted a sonic logo in 2019. DiDi Chuxing, a Chinese ride-sharing company introduced a notification sound in its app to inform users that drivers are on the way.

Efforts to Prevent Piracy and Copyright Infringement

  • From a 2019 survey by the International Federation of the Phonographic Industry (IFPI), it was found that 27% of respondents used unlicensed methods to listen to or acquire music in the preceding month.
  • Regulations and laws aimed at mitigating piracy and copyright infringement will contribute to the growth of the global stock music market by driving more license acquisitions and purchases.

Increasing Adoption of Subscription Model

  • According to IFPI’s 2019 survey, there were 443 million paid subscription music streaming accounts globally, by the end of 2019. A majority (62.1%) of the global revenue from recorded music is accounted for by streaming revenue alone. With the growing demand for on-demand and subscription-based delivery models, the stock music industry is projected to grow as well.

Video Production with Stock Music Tracks

  • The growth of the movie and cinema industries, with high demand for voice-acts and unique audio content, and the rising use of stock music in video games and small-scale content creation by creatives are expected to contribute to the growth of the global stock music market.

Research Strategy

To answer this request, the research team began by searching for the companies’ own audience reports and metrics that explain the demography of their audience or customers, but no such reports or metrics were publicly available. Being privately owned, the companies do not publish most of their internal business and sales data. Hence, it was not possible to explain the demography of their customers with such an approach. The research team then steered its efforts to public survey and research reports on the stock music industry at large. Being key players, it was assumed that any such public surveys or research regarding demographic markers of the industry’s customers will very likely include information on the customers of these companies. However, upon extensive search for such information, none was found, most likely due to the niche nature of the space from which such information will be gathered.
The research team adopted yet another strategy to provide the requested information. Since the industry is largely driven by digital assets (music) and tools, the research team refined its approached to leverage website analytics tools to analyze the visitors, hence customers of each of the companies, in order to learn their demography. Various analytic tools providers such as Semrush, Similar Web, Alexa, and others were consulted. The requested information could only be gotten from Semrush, after a free tier registration on the platform. Unfortunately, the free tier account is restricted to analytics data for a maximum period of 30 days prior, and a capped number of views per day. With these limitations, only analytics data benchmarked on US measurements, and for the previous 30 days could be gotten for each company. Also, due to the limited availability of data, the growth rate of female customers in the stock music licensing industry could not be determined. Hence, it was also not possible to determine whether the global stock music market grows at the same rate at which female customers in the industry grows.

Research proposal:

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