72% of the general population in China listens to music – for an average of 16 hours a week. Annually, consumers in China spend approximately $86 per person on music-related activities.

For brands, involvement in music-based sponsorships could be a solid way to reach Chinese consumers. Not only are they highly engaged with music, but they are generally favorable when a brand is involved, with the highest net favorability going to promotions that offer free music downloads or sweepstakes.

Overall, 72% of the general population in China listens to music, and they do so for an average of 16 hours per week, often on smartphones and with specialized headphones. However, in China, there are distinct music consumption behaviors that vary by income levels.