The RBC publication, citing a Mediascope BrandPulse study, writes that Russians continue to actively use foreign music streaming, despite their departure from Russia. In particular, we are talking about YouTube Music and Apple Music.
In the second quarter of 2023, YT Music’s share was 37%, down 16 percentage points. compared to the same period last year, but increased by 4 p.p. compared to the first quarter figures.
Apple Music’s share dropped by 2 percentage points to 12%. Compared to the first quarter, the Apple service user base increased by 2 percentage points. YouTube Music and Apple Music continue to remain in the top 5 most popular music services in Russia.
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“Yandex.Music” – 73%
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“Music VKontakte” – 67%
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YouTube Music – 37%
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“Music on Odnoklassniki” – 29%
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Apple Music – 12%
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“Sound” and “MTS Music” – 11%
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SoundCloud – 6%
The BrandPulse project did not evaluate foreign music services Deezer and Spotify.
RBC’s interlocutors believe that Russians continue to use foreign music streaming services due to the convenience, breadth of the repertoire, the availability of new releases and well-functioning recommendation algorithms.
