市場調査報告書：オンラインオーディオ：米国

Abstract

This report covers sales of digital music downloads (files) and subscriptions to digital music libraries sold on the Internet. The online digital music market has increased twenty-fold in three years to an estimated $1.1 billion in 2006. While the dominance of iTunes has been critical to this growth, a number of factors, including rival digital file formats and several new entrants, may be conspiring to topple Apple from its throne. Continued growth as a whole is threatened by new technologies, which allow consumers to access music files for free.

Mintel provides an overview of the activities of major players in this rapidly changing space and discusses which actions may have far-reaching strategic significance in the years to come. A look at the various technology platforms being pushed by each vendor reveals the efforts to break iTunes' market share.

The online digital music market is heavily dependent on changes in technology, which continue to evolve. This report explores consumer attitudes toward music downloading (both free and paid) and quantifies usage for downloading, streaming content, podcasts, and cell-phone downloads, among other digital distribution services. The impact of age, household income, and race/ethnicity on usage are examined, identifying which demographics may need increased targeting. Mintel' s proprietary survey also examines the viability of streaming media, podcasts, and music and comedy downloads as an advertising medium, with attention paid to who is using these services and is interested in listening to ads in exchange for free content.

Scopes and Themes
What you need to know
Definition
Abbreviations and terms
Abbreviations
Terms
Executive Summary
Key points
Explosive growth since launch of iTunes leads to $1.1 billion sales in 2006
Minority of respondents use Internet audio
iTunes undisputed market leader with 68% of the total market
Subscription services overpriced for most downloaders
Consumers continue to be drawn by free downloads
Teens, kids, young adults, Asians lead
Reaching out to blacks and women
Competition from MP3-phones
Ad-based revenue and universal format sales being tested
Listeners open-minded about ads
Market limitations
Music, PC playback most common usages for Internet audio
Market Drivers
Convenience of online and single-track sales create value
Increasing broadband penetration
- Figure 1: U.S. broadband household projections, 2000-11
Increasing comfort with Internet shopping
Online music and portable MP3 players drive each other forward
- Figure 2: Manufacturer sales of MP3 players and online digital music sales, 2001-06
- Figure 3: Graph: Indexed manufacturer sales of MP3 players and online digital music sales, 2001-06
Competition from free legal and illegal downloads
Extent of piracy
Efforts to eliminate piracy
Piracy continues unabated
Advertising could monetize more of the market
MP3-capable handsets compete for sales
Increased adoption to continue outpacing demographic growth
- Figure 4: Graph: Purchase of CDs and downloaded music, by age, May 2005-June 2006
- Figure 5: Graph: Downloads, CD purchases, and broadband access, by household income,
Market Size and Trends
- Figure 6: Total U.S. online retail sales of digital music, at current and constant prices, 2003-06
Market Segmentation
Introduction
- Figure 7: Online retail sales of digital music, segmented by service type, 2004 and 2006
- Figure 8: Graph: Online retail sales of digital music, segmented by service type, 2006
- Figure 9: Graph: Indexed U.S. online retail sales of digital music, segmented by service type, 2003-06
Download services
- Figure 10: Online retail sales of digital music downloads, at current and constant prices, 2003-06
Subscription services
- Figure 11: Online retail sales of digital music subscriptions, at current and constant prices, 2001-06
Retail Distribution
Introduction
- Figure 12: U.S. online retail sales of music, by vendor, 2004 and 2006
Company profiles
- Figure 13: Timetable of entrants into the online music market, 2003-06
iTunes (Apple)
Rhapsody (RealNetworks)
Napster (Roxio)
eMusic
Wal-Mart
Yahoo! Music Unlimited
Connect (Sony)
Recently launched services (2006)
AOL MusicNow
Urge (Viacom)
Zune (Microsoft)
Advertising and Promotion
Introduction
iTunes
Rhapsody
Napster
Zune
Yahoo! Music Unlimited
The Consumer
Introduction
Summary
Downloads and Internet radio
- Figure 14: Usage of music downloads and internet radio, by gender, May 2005-June 2006
- Figure 15: Usage of music downloads and internet radio, by age, May 2005-June 2006
- Figure 16: Usage of music downloads and internet radio, by household income, May 2005-June 2006
Use of digital music services
- Figure 17: Usage of online music services, by age, October 2006
- Figure 18: Graph: Usage of online music services, by age, October 2006
- Figure 19: Usage of online music services, by household income, October 2006
- Figure 20: Usage of online music services, by presence of children in the household, October 2006
Reasons for not using digital music
- Figure 21: Reasons for not using digital music, by gender, October 2006
- Figure 22: Reasons for not using digital music, by age, October 2006
Types of content listened to
- Figure 23: Types of content listened to, by gender, October 2006
- Figure 24: Types of content listened to, by age, October 2006
Attitudes toward online music
- Figure 25: Attitudes toward online music, by gender, October 2006
- Figure 26: Attitudes toward online music, by age, October 2006
- Figure 27: Attitudes toward online music, by household income, October 2006
How digital music is played
- Figure 28: How digital music is played, by gender, October 2006
- Figure 29: How digital music is played, by age, October 2006
- Figure 30: How digital music is played, by presence of children in the household, October 2006
Rates of usage
- Figure 31: Rates of digital music usage, by gender, October 2006
- Figure 32: Rates of digital music usage, by age, October 2006
- Figure 33: Rates of digital music usage, by household income, October 2006
Race/ethnicity
- Figure 34: Usage of music downloads and internet radio, by race/ethnicity, May 2005-June 2006
- Figure 35: Usage of online music services, by race/ethnicity, October 2006
- Figure 36: Reasons for not using digital music, by race/ethnicity, October 2006
- Figure 37: Attitudes toward online music, by race/ethnicity, October 2006
- Figure 38: How digital music is played, by race/ethnicity, October 2006
Teens
- Figure 39: Usage of music downloads and internet radio, by race/ethnicity, May 2005-June 2006
- Figure 40: Teen usage of online music services, by age, October 2006
- Figure 41: Teen usage of online music services, by gender, October 2006
- Figure 42: Types of content listened to by teens, by age, October 2006
- Figure 43: Teen attitudes toward online music, by age, October 2006
- Figure 44: How digital music is played by teens, October 2006
- Figure 45: Rates of digital music usage, median for teens compared to adults, October 2006
Kids
- Figure 46: Usage of music downloads and internet radio by kids, May 2005-June 2006
Future and Forecast
Future trends
Ad-based revenue
Impact of MP3 cell phones
Purchasing via high-definition and satellite radio
Stopping piracy
Pirates acquire new techniques
The battle against iTunes
Direct-to-consumer music sales
Penetration rates to continue outpacing demographic growth
Demographics to watch
Kiosks to bridge the digital divide
Capitalizing on women
Market forecast
Online digital music
- Figure 47: Forecast of total U.S. online retail sales of digital music, at current and constant prices, 2006-11
Online digital music downloads
- Figure 48: Forecast of U.S. online retail sales of digital music downloads, at current and constant prices, 2006-11
Online digital music subscriptions
- Figure 49: Forecast of U.S. online retail sales of digital music subscriptions, at current and constant prices, 2006-11
Forecast factors
Appendix: Trade Associations

米国におけるオンラインオーディオ市場：2006年12月版

Online Audio - US - December 2006

Abstract

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