Following its 2017 and 2019 editions, the National Arts Council (NAC) carried out the third iteration of its National Music Consumption Survey in 2022 to obtain a deeper insight into the music consumption habits of Singaporeans, particularly their understanding and knowledge of music from local musicians.
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Using door-to-door interviews to obtain results, the study captured responses from 1,008 Singaporean residents aged 15 to 65 and above, with those aged 65 and above making up the largest interviewed population.
Singaporeans’ music consumption patterns
Survey findings reveal that 51% of respondents aged 15 to 34 are the most interested in music. Singaporeans also spend more time listening to music, totalling a weekly average of 21 hours and 8 minutes, a significant increase from 12 hours and 56 minutes in 2019.
Respondents listen to music the most (45%) when they have time to rest, relax, and unwind, revealing how Singaporeans have attributed music consumption to the maintenance of their well-being.
51% of respondents aged 15 to 34 are the most interested in music
Where music discovery is concerned, the survey has found that most Singaporeans discover new music artists through the radio (29%), with Y.E.S 93.3 FM being the top radio station. In addition, Facebook and Spotify have also been shown to be some of the leading contributing platforms for discovering new music artists.
The increasing prevalence of online music streaming services
Whether Singaporeans are listening to the top 40s, English pop, hip-hop, R&B, or soul music, in the era of streaming services we live in, there is undoubtedly an upward trend of utilising popular online music streaming platforms.
The usage of online music streaming has risen to 52%
Notably, the usage of online music streaming services has risen to 52%, which is a four-percentage point increase from 48% in 2019. Meanwhile, traditional media such as television and other offline streaming platforms have considerably decreased usage.
In the same vein, Singaporean music consumers have taken to free streaming services, which saw a 13-percentage point usage increase to 17% compared to 2019. The use of streaming giant Spotify has also increased, although YouTube is still the preferred platform by a small two-percent margin.
Singaporeans’ perception of homegrown music
67% of Singaporeans listened to music composed or performed by Singaporeans. Apart from JJ Lin, Stefanie Sun Yan Zi, and Dick Lee, who make up some of the most commonly mentioned local acts, other homegrown musicians, such as Taufik Batisah, Kit Chan, Shabir, and Gentle Bones, have also been cited.
67% of Singaporeans listened to music composed or performed by Singaporeans
Similar to findings found in NAC’s previously published Deep Dive Study of Singaporean Music Listeners, Singaporeans have expressed pride for local artists and their prevalence on the international music scene. 66% of respondents are proud of Singaporean musicians and their music, and 55% of those interviewed agreed that local music is appealing and can be successfully marketed to international audiences.
66% of respondents are proud of Singaporean musicians and their music
Respondents have also attested to the uniqueness and variety of the local music scene. 44% of interviewees concur that they can tell local acts and music apart from international music. Previously, a respondent from the Deep Dive Study shared: “I would say that SG music is grounded. The use of Singlish in lyrics like ‘lah’ brings in our local context which Singaporeans can easily relate to and understand”
Furthermore, 44% of respondents also discerned a wide variety of music genres by Singaporean acts.
55% of those interviewed agreed that local music is appealing and can be successfully marketed to international audiences
COVID-19’s effect on music event attendance
With few offline music events permitted during the COVID pandemic, Singaporeans have shifted their focus to attending online music events instead, similar to the results from NAC’s previously published Population Survey on the Arts.
Since safety measures have been considerably relaxed this year and live performances are back in full force, 20% of Singaporeans intend to attend more physical events. Notably, 13% still expressed interest in attending online music events.
Consumption of music by age groups
The survey results have found that professionals, which include managers, executives, and businessmen, make up the largest group of music consumers at 35%.
35% of music consumers are professionals, managers, executives, and businessmen
However, despite being the smallest group, making up only 9% of Singaporean music consumers, students aged between 15 and 24 have been shown to spend the most time listening to music, with a weekly average totaling 33 hours and 23 minutes.
Check out the accompanying videographic for NAC’s 2022 National Music Consumption Survey here:
