Study: Stingray Music’s Canadian Listenership Reaches New Heights across all Platforms

Close to 50% of all Canadians pay-TV subscribers tuned in to Stingray Music
in January and close to 15 million listeners tuned in during the holidays

  • Noticeable listenership growth amongst 18-34 group: 38% reported tuning in in January
  • Stingray Music tied with Spotify, ranked 2nd most used free music streaming service
  • 14% year-to-year increase in Stingray Music mobile app usage

Montreal, March 4, 2020 – Stingray Music listenership growth shows no sign of slowing down. According to the latest Canadian Listenership Study1 conducted by Maru/Matchbox, Stingray Music continues to build on solid foundations, significantly increasing its weekly and monthly reach in the past quarter.

In January 2020

  • 44% of Canadians with pay-TV subscriptions reported tuning into a Stingray Music channel in January, a 10% increase over September and January of last year.
  • In Quebec, 52% of users with pay-TV subscriptions reported tuning into a Stingray Music channel in January.
  • 38% of young adults, aged 18-34, reported tuning into a Stingray Music channel in January, stronger numbers than ever before.
  • 24% of those surveyed reported using the Stingray Music app via mobile, tablet or online in the past, a 14% increase over previous year.
  • 18% of Canadians reported using the Stingray Music mobile app, tying it with Spotify in 2nd place after YouTube.

Stingray Music audio channels on television revealed impressive listenership results as well over the holidays according to Numeris2 measurement :

December 16-29, 2019

  • Stingray Music reached over 14.8 million Canadians 2+ (40.5% of Canadians) and 41.1% of A25-54 (6.2 million) during Dec 16 – Dec 29, 2019.
  • Stingray Music’s English-language holiday programming channel alone reached over 8.3 million Canadians 2+. 
  • Stingray Music’s French-language holiday programming channel alone reached over 1.9 million Canadians 2+. 
  • Stingray Music represented 13.6% of the A2+ Numeris audio universe and 12.2% of the A2554 Numeris audio universe.

“2020 is off to a great start as Stingray Music continues to be a hit with Canadians,” said Eric Boyko, President, Co-founder, and CEO of Stingray. “We’ve observed an increase in listenership in all provinces and are especially thrilled to witness our growing popularity amongst younger listeners. The results of the January 2020 Maru/Matchbox study demonstrate that our offer is more relevant than ever and that we have adapted to an increasingly fractured audio landscape. As Stingray Music listenership is on the rise, we have become a powerful service for pay-TV providers and marketers looking to engage with consumers.”

Other Key Finding: Study once again demonstrates that free music services are key to retaining pay-TV subscribers

  • 26% of respondents said they would consider switching to a different pay-TV provider if their current provider removed the free music service and mobile app access.
  • For adults who reported tuning in to TV in the past week or month, this figure climbs to 43%.

About Stingray
Montreal-based Stingray Group Inc. (TSX: RAY.A; RAY.B) is a leading music, media, and technology company with over 1,200 employees worldwide. Stingray is a premium provider of curated direct-to-consumer and B2B services, including audio television channels, more than 100 radio stations, SVOD content, 4K UHD television channels, karaoke products, digital signage, in-store music, and music apps, which have been downloaded 150 million times. Stingray reaches 400 million subscribers (or users) in 156 countries. For more information: www.stingray.com.

1, Canadian Omnibus Stingray Listenership Study 2020, Maru/Matchbox (formerly Vision Critical)
2. Numeris PPM, Non-C Total Canada, Dec 16 – Dec 29 2019, All Week.  Numeris Audio Universe = Total Radio Tuning + Total Stingray Audio Tuning

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For more information, please contact:

Mathieu Péloquin
Senior Vice-President, Marketing and Communications
Stingray
mpeloquin@stingray.com
1 514 664-1244, ext. 2362