South Korea: popular music streaming services among people in their 20s 2022

According to a survey conducted in South Korea in 2022, Melon was the most popular paid music streaming service among South Koreans in their twenties, with 49 brand power index (BPI) points. The second most popular music streaming site, YouTube Music, was one of only two apps to gain points compared to the previous year. Spotify managed to attain a relatively high BPI score, despite having only launched in South Korea in early 2021.

Most popular paid music streaming apps among people in their twenties in South Korea as of July 2022

Characteristic	20s-BPI points*
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Release date

October 2022

More information

Region

South Korea

Survey time period

July 22 to 29, 2022

Number of respondents

1,000 respondents

Age group

19-29 years old

Method of interview

Online panel

Supplementary notes

*20s-BPI (20s Brand Power Index) = 0.1854*F + 0.7083*L + 0.1062*I

F (Familiarity) means familiarity with the brands.
L (Loyalty) means preference for the brands.
I (Image) means the cost efficiency and trendiness of the brands.

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