Emerging markets (China, Russia) drive music subscription growth: MIDiA Research

Newly released research from London-based MIDiA Research shows strong growth of global music subscribers, with services in emerging markets driving the forward motion.

Overall, MIDiA figures 523.9-million subscribers to music streaming platforms around the world in Q2 2021. Spotify remains the worldwide leader with 31% share of subs, but that share is down from 33% the previous year.

China and Russia are picking up steam in the race for share. Tencent Music Entertainment (TME) and NetEase Cloud Music — both available only in China, added 35.7 million subscribers in the 12 months leading up to Q2 2021. Russia doubled its subscriber base, and now sits on 2% global share.

All this comes from a subscriber report available from MIDiA Research, featuring country level subscriber numbers, revenues and demographics by platform, plus historical trends. The subscriber info is HERE, and a preview article HERE.


Brad Hill