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WHAT MATTERS anyWAY?

Music Matters to MTV 2008

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Page 1: Music Matters to MTV 2008

WHAT MATTERS anyWAY?

Page 2: Music Matters to MTV 2008

THIRD ANNUAL MUSIC MATTERS

SURVEY 08

Page 3: Music Matters to MTV 2008

2006 2007 2008HONG KONGSINGAPORE

TAIWAN KOREACHINA

HONG KONGSINGAPORE

TAIWAN KOREACHINA

PHILIPPINESINDONESIA MALAYSIA THAILAND

INDIA

HONG KONGSINGAPORE

TAIWAN KOREACHINA

PHILIPPINESINDONESIA

MALAYSIA THAILAND

INDIA AUSTRALIA

VIETNAM

Page 4: Music Matters to MTV 2008

2006 2007 200815 to 34URBAN

MIDDLE CLASSN=1500

SYNOVATEMARCH 2006

15 to 34URBAN

MIDDLE CLASSN=3857

SYNOVATEMARCH 2007

15 to 34URBAN

MIDDLE CLASSN=5741

TNSMARCH 2008

Page 5: Music Matters to MTV 2008

CONTENT EXPLOSIONRISING MUSIC PASSIONLOCAL PREVAILSDIGITAL CONTENT MOBILE TAKES OFFCONCERTS EMERGE

MM2 0 0 8

Page 6: Music Matters to MTV 2008

WHAT MATTERS ?

Page 7: Music Matters to MTV 2008

WHAT’S HOT

SOURCE: MTV Circuits of Cool. 16 Country. 2007 (% Doing More, Doing Less than Past Year)

WHAT’S NOT

SPENDING TIME ONLINE +56%

LISTENING TO MUSIC +53%

USING MY MOBILE +49%

SENDING EMAILS +41%

SPENDING $$$ ON MUSIC -36%

PLAYING CONSOLE GAMES -50%

WATCHING TELEVISION -46%

SOCIAL NETWORKS +37%

Page 8: Music Matters to MTV 2008

LOVIN

G MUS

IC

Page 9: Music Matters to MTV 2008

MUSIC PASSION IS AT AN ALL TIME HIGH ...

Page 10: Music Matters to MTV 2008

93% OF ASIAN YOUTH ARE PASSIONATE ABOUT MUSIC ...

SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries

Page 11: Music Matters to MTV 2008

85% OF ASIAN YOUTH “LIKE” MUSIC ...

SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries

Page 12: Music Matters to MTV 2008

54% OF ASIAN YOUTH “LOVE” MUSIC ...

SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries

Page 13: Music Matters to MTV 2008

1% OF ASIAN YOUTH “HATE” MUSIC ...

SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries

Page 14: Music Matters to MTV 2008

I LIKE MUSIC(% LIKE MUSIC, TOP 5/10 BOX)

SOURCE: MTV Music Matters Research (Synovate, TNS). 12 Countries

Page 15: Music Matters to MTV 2008

SOURCE: MTV Music Matters Research (TNS). 12 Countries

I LIKE MUSIC(% LIKE MUSIC, TOP 5/10 BOX)

Page 16: Music Matters to MTV 2008

SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries

I LIKE MUSIC(% LIKE MUSIC, TOP 5/10 BOX)

Page 17: Music Matters to MTV 2008

SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries

“WOULD LISTEN TO MUSIC EVERY MINUTE OF THE DAY IF I COULD”

I LOVE MUSIC(% LOVE MUSIC, TOP 1/10 BOX)

Page 18: Music Matters to MTV 2008

WHAT KIND OF MUSIC DO YOU LISTEN TO ?

Page 19: Music Matters to MTV 2008

I LIKE WESTERN MUSIC(% LIKE GENRE)

SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries

Page 20: Music Matters to MTV 2008

SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries

I LIKE LOCAL MUSIC(% LIKE GENRE)

Page 21: Music Matters to MTV 2008

I LIKE ... (% LIKE GENRE)

SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries

Page 22: Music Matters to MTV 2008

80% LOCAL20% IMPORT

Page 23: Music Matters to MTV 2008

Source: MTV Young Asians. Synovate 2007. 15-24

ONE TWO THREE FOUR FIVE

INDIA Himesh Reshamiya Lata Mangeshkar Abhijit Sawant Kishore Kumar Sonu Nigam

INDONESIA Ungu Agnes Monica Peter Pan Iwan Fals Glenn Fredly

PHILIPPINES Parokya ni Edgar Sarah Geronimo MYMP Bamboo Christian Bautista

MALAYSIA S.H.E. Jacky Cheung Mawi Robbie Williams Simple Plan

SINGAPORE Jay Chou Linkin Park Stefanie Sun Taufik Batisah Gwen Stefani

THAILAND Body Slam Da Endorphine Potato Clash Loso

CHINA Jay Chou Andy Lau Faye Wong Jacky Cheung Wang Lee-Hom

HONG KONG Eason Chan Jay Chou Miriam Yeung Fahrenheit Joey Yung

TAIWAN Jolin Tsai Jay Chou Wang Lee-Hom S.H.E. May Day

KOREA MC the Max Beyonce Dong Bang Shin Ki Sooyoung Lee SG Wannabe

FAVORITE SINGERS

Page 24: Music Matters to MTV 2008

Source: MTV Young Asians. Synovate 2007. 15-24

LOCAL LANGUAGE DRIVES PREFERENCE

A HANDFUL OF GLOBAL MEGA-STARS

VERY FEW REGIONAL MEGA-STARS

SE ASIA MORE “INDIE” AND ROCK

NORTH ASIA MORE R&B, HIP HOP, BALLADS

FAVORITE SINGERS

Page 25: Music Matters to MTV 2008

MUSIC

EX

PLOS

ION

Page 26: Music Matters to MTV 2008

66% ARE LISTENING TO MORE MUSIC NOW THAT IT’S DIGITAL

SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries

Page 27: Music Matters to MTV 2008

46% THINK THAT ALL THEIR MUSIC WILL BE DIGITAL IN THE FUTURE

SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries

Page 28: Music Matters to MTV 2008

BUT ARE THEY PAYING?

Page 29: Music Matters to MTV 2008

SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries

LEGAL VERSUS ILLEGAL(% PAST MONTH)

15-24 25-34

Page 30: Music Matters to MTV 2008

SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries

MUSIC PURCHASING (% DONE PAST MONTH)

Page 31: Music Matters to MTV 2008

SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries

BOUGHT A CD IN A STORE(% PAST MONTH)

Page 32: Music Matters to MTV 2008

SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries

PAID TO DOWNLOAD MUSIC(% PAST MONTH)

Page 33: Music Matters to MTV 2008

SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries

DIDN’T PAY TO DOWNLOAD MUSIC(% PAST MONTH)

Page 34: Music Matters to MTV 2008

MULT

I PL

ATFO

RM

Page 35: Music Matters to MTV 2008

TELEVISION REMAINS A KEY MEDIUM FOR VIDEOS

Page 36: Music Matters to MTV 2008

HOW I CONSUME MUSIC VIDEOS...2007

%

SOURCE: MTV Music Matters Research 2007 (TNS). 10 Countries

Page 37: Music Matters to MTV 2008

HOW I CONSUME MUSIC VIDEOS...2008

SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries

%

Page 38: Music Matters to MTV 2008

THE NET HAS CHANGED VIDEO VIEWING SIGNIFICANTLY ...

Page 39: Music Matters to MTV 2008

SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries

MUSIC SITES I VISIT(% PAST MONTH)

Page 40: Music Matters to MTV 2008

THE MOBILE IS TAKING OFF FASTER ...

Page 41: Music Matters to MTV 2008

SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries

DOWNLOADED MUSIC TO PHONE(% PAST MONTH)

Page 42: Music Matters to MTV 2008

THE MOBILE IS THE MAIN MUSIC PLAYER FOR 14% ...

SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries

Page 43: Music Matters to MTV 2008

SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries

PHONE IS MY MAIN MUSIC PLAYER(% AGREE)

Page 44: Music Matters to MTV 2008

SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries

REPLACE MP3 WITH MUSIC PHONE(% AGREE)

Page 45: Music Matters to MTV 2008

2008 ...50% HAVE DOWNLOADED MUSIC TO THEIR PHONE RECENTLY

74% WANT TO REPLACE THEIR MP3 WITH A MUSIC PHONE

78% WANT THE MUSIC INDUSTRY TO HELP THEM GET MORE DIGITAL MUSIC

73% WANT TELCOS AND MUSIC LABELS TO WORK TOGETHER MORE CLOSELY

SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries

Page 46: Music Matters to MTV 2008

HOW ABOUT LIVE MUSIC?

Page 47: Music Matters to MTV 2008

I LIKE LIVE MUSIC(% WENT TO CONCERT RECENTLY)

SOURCE: MTV Music Matters Research (Synovate, TNS). 12 Countries

Page 48: Music Matters to MTV 2008

SOURCE: MTV Music Matters Research (TNS). 12 Countries. 2008

I LIKE LIVE MUSIC(% WENT TO CONCERT RECENTLY)

Page 49: Music Matters to MTV 2008

LET’S RELOOK IN 2009 ...

Page 50: Music Matters to MTV 2008

URBAN ASIANS. 12 MARKETS. 15-34HEADLINES

1. MORE PEOPLE ARE LOVING MUSIC

2. MORE ARE LISTENING TO MORE MUSIC

3. IT’S ALL GOING DIGITAL, FAST

4. IT’S ALL GOING MOBILE, FASTER

5. BUT IT REMAINS FREE, FOR MANY

SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries

Page 51: Music Matters to MTV 2008

BACK TO MUSIC

Page 53: Music Matters to MTV 2008

THANK YOU

Page 54: Music Matters to MTV 2008