THE OVER 55 CROWD DRIVES U.K. STREAMING GROWTH

Folks over the age of 55 are the fastest growing group to subscribe to music streaming services in the U.K., according to research from the Entertainment Retailers Association. In February, the age group counted for 2.3m streamers—up 90% year-on-year.

ERA’s report estimates that 1.1m more over-55 listeners used music subscription services in February compared with the same time period last year.

Among new streamers in February, over 55s counted for 39% share. Of the total number of streamers, over 55s represented a 12.8% share. The second fastest growing group was 45- to 54-year-olds, growing 29.5% to take a 20.7% share of new streamers with 588k, and 14.2% of all streamers (2.58m).

“Over 55-year-olds are the new battleground in the streaming market,” ERA CEO Kim Bayley said. “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.”

The percentage of new music streamers from all age groups grew 18.5% in February to reach a total of 18.15m paying subscribers in the U.K. Under 25s grew 6.8% (by 385k), 25-34 rose 10% (by 405k) and the 35-44 age group grew 14.6% (by 351k). Under 25s maintain the largest share of paid streamers (new and established) with 6.03m or 33% of the total.

The data comes from ERA’s consumer tracking study which has quizzed a representative panel of approximately 2,000 U.K. consumers about their entertainment consumption habits every quarter for the past 6-1/2 years. In the survey, consumers are asked which technologies they have used in the previous three months to access music, video and games.