1.6m Australians streaming music on mobile

Research company Roy Morgan has concluded its report on streaming service usage finding that 1.65m Australians over the age of 14 streamed music on their mobile phone in an average four weeks.

The report reveals that mobile users with Optus are the most likely to stream music (10.6%), ahead of Vodafone (10.5%) and Virgin (10.2%).

Roy Morgan points out that while Telstra is the only Telco to offer unlimited streaming, “its mobile customers are less likely than those with Optus, Vodafone or Virgin to stream music on their phones.” 

But while just 7.3% of Telstra’s mobile phone customers stream music, this still equates to 553,000 people, almost 200,000 more than nearest rival Optus.

At this early stage, 73% of those who stream music via their phone are under 34. But Roy Morgan data shows that 49% of Telstra’s mobile phone customers are under 34, compared with 61% of Optus’, 64% of Virgin’s and 69% of Vodafone’s.

Tim Martin, Roy Morgan’s Digital Director, suggests that Telstra should adopt Beats Music’s approach through its American partner AT&T which offers Americans a family plan as its main thrust.  “With so many music streaming services now available, it remains to be seen if a 24-year-old will choose a Telstra mobile plan just to get an unmetered Beats Music subscription. Perhaps, with a customer base of middle income families, Telstra should adopt AT&T’s exclusive family plan concept so mum, dad and the kids can each stream their own music on their phones. Perhaps mum and dad won’t think of it—but their kids will be asking for Telstra.”

Roy Morgan Research