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.
• 18 to 24 years — 18.85%
• 25 to 34 years — 48.42%
• 35 to 44 years — 16.54%
• 45 to 54 years — 8.08%
• 55 to 64 years — 4.65%
• 65+ years — 3.47%

Customers’ Gender

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

Customers’ Location

• The US contributes a majority of Envato’s visitors. A traffic count of 40.7 million (34.54%) of its website visitors is from the US. The top contributing locations are below.
• United States — traffic count = 40.7 million (34.54%)
• India — traffic count = 8.9 million (7.52%)
• United Kingdom — traffic count = 5.6 million (4.78%)
• Brazil — traffic count = 5.4 million (4.59%)
• Germany — traffic count = 3.4 million (2.91%)
• Spain — traffic count = 2.1 million (1.8%)
• France — traffic count = 1.8 million (1.53%)
• Vietnam — traffic count = 1.5 million (1.23%)

Customers’ Income Level

• According to Statista, the median income distribution for US households, based on the age ranges that constitute the household, is below.
• 15 to 24 years — $47,934
• 25 to 34 years — $70,283
• 35 to 44 years — $88,858
• 45 to 54 years — $92,221
• 55 to 64 years — $75,686
• 65 to 74 years — $56,632
• 75+ years — $37,335

Pond5 Customers’ Demographic Analysis

Customers’ Age

• 18 to 24 years — 20.44% 
• 24 to 35 years — 45.56%
• 35 to 44 years — 15.52%
• 45 to 54 years — 7.54%
• 55 to 64 years — 5.67%
• 65+ years — 5.27%

Customers’ Gender

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

Customers’ Location

• The US contributes a majority of Pond5’s visitors. 27.9 million (39.58%) of visitors to Pond5 are from the US. The complete distribution is below.
• United States — traffic count = 27.9 million (39.58%)
• United Kingdom — traffic count = 4 million (5.71%)
• India — traffic count = 4 million (5.63%)
• Brazil — traffic count = 3.2 million (4.5%)
• Canada — traffic count = 2.2 million (3.09%)
• France — traffic count = 1.2 million (1.66%)
• Spain — traffic count = 1 million (1.42%)

Audio Network Customers’ Demographic Analysis

Customers’ Age

• 18 to 24 years — 19.96% 
• 24 to 35 years — 36.27%
• 35 to 44 years — 17.14%
• 45 to 54 years — 10.65%
• 55 to 64 years — 8.25%
• 65+ years — 7.73%

Customers’ Gender

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

Customers’ Location

• Most of Audio Network’s customers are from the US. The US contributes a traffic count of 2.2 million (36.72%). The top contributing locations are below.
• United States — traffic count = 2.2 million (36.72%)
• India — traffic count = 567,400 (9.56%)
• United Kingdom — traffic count = 540,600 (9.11%)
• Canada — traffic count = 231,300 (3.9%)
• Germany — traffic count = 207,200 (3.49%)
• Brazil — traffic count = 204,000 (3.44%)
• Australia — traffic count = 154,200 (2.6%)
• Mexico — traffic count = 79,300 (1.34%)

Getty Images Customers’ Demographic Analysis

Customers’ Age

• 18 to 24 years — 17.37% 
• 24 to 35 years — 34.2%
• 35 to 44 years — 16.29%
• 45 to 54 years — 11.77%
• 55 to 64 years — 10.03%
• 65+ years — 10.34%

Customers’ Gender

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

Customers’ Location

• The US contributes a majority of Getty Images’ visitors. A traffic count of 731.4 million (36.89%) of its visitors is from the US. The top contributing locations are below.
• United States — traffic count = 731.4 million (36.89%)
• United Kingdom — traffic count = 141.2 million (7.12%)
• India — traffic count = 113.1 million (5.7%)
• Canada — traffic count = 106.8 million (5.39%)
• Brazil — traffic count = 70.4 million (3.55%)
• France — traffic count = 34.5 million (1.75%)
• Italy — traffic count = 23.2 million (1.17%)
• Netherlands — traffic count = 21.3 million (1.07%)
• Philippines — 20.4 million (1.03%)

Shutterstock Customers’ Demographic Analysis

Customers’ Age

• 18 to 24 years — 20.81% 
• 24 to 35 years — 38.37%
• 35 to 44 years — 14.69%
• 45 to 54 years — 10.36%
• 55 to 64 years — 8.42%
• 65+ years — 7.35%

Customers’ Gender

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

Customers’ Location

• The majority of Shutterstock’s visitors are from the US. The US contributes 557.7 million (38.09%) of its website traffic. The top contributing locations are below.
• United States — traffic count = 557 million (38.09%)
• United Kingdom — traffic count = 122.2 million (8.35%)
• India — traffic count = 72.3 million (4.94%)
• Brazil — traffic count = 63.5 million (4.34%)
• Canada — traffic count = 62.9 million (4.3%)
• France — traffic count = 36.8 million (2.51%)
• Mexico — traffic count = 23.9 million (1.63%)
• Italy — traffic count = 20.8 million (1.42%)
• Philippines — traffic count = 14.7 million (1%)

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