64% of Russians Use Music Streaming Services — ROMIR Survey

Where and When Do People Listen to Music?

Home is the most common listening location, named by 44% of users. Another 37% listen to music while commuting, and 30% do so while cleaning or cooking. 23% of respondents use the services while walking, 18% at work, and 13% before bed. About 10% listen to music while working out.

Age differences are noticeable here as well. Young users aged 18–34 listen to music while walking and exercising more often than others. For the audience over 56, listening at home is typical.

"Music services are becoming embedded in everyday scenarios, and this happens differently across generations. Younger audiences tend to take music with them — on walks or to workouts — while older listeners are more likely to use the services at home," said Margarita Abramkina, Client Relations Director at ROMIR.

According to her, for platforms this means that working with the audience involves not only content selection but also understanding the situations in which it is consumed.

What Does This Mean for Advertisers?

Earlier this spring, Weborama and ARIA published a study on audio content. Analysts found that 50.5% of paid subscribers and 60.3% of free service users hear and remember audio ads — after which they pay attention to them on other resources as well. About 73% of respondents have a positive attitude toward audio advertising if they receive free content in return.

Taken together, the two studies point to the scale and engagement of the audio audience in Russia: platforms cover nearly two-thirds of the population, and their users are receptive to advertising formats — especially when access to content remains free.