As part of this week’s series looking at our research on music streaming, today’s chart examines how much time Millennials in different regions are devoting to this activity per day.

Regional differences are key here. Europe sees the lowest levels of engagement, with an average of 1 hour and 8 minutes (though in Sweden – home of Spotify – this rockets up to 1 hour 45 minutes). Meanwhile, the success of Pandora in North America may be driving North American figures; this region tops the list, with Millennials there clocking over half an hour more on music streaming.

There’s also a big appetite for streaming in Latin America, where Millennials are spending an hour-and-a-half each day doing it. While services like Spotify, SoundCloud and Deezer may have started out in Europe, and Apple Music originated in the US, this data underlines how important it is for them to expand in more markets around the world. Rights issues can make it a difficult proposition, but the higher levels of engagement among Millennials, particularly in fast-growth markets like Latin America, make them valuable targets for growth.

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Chris is a Senior Trends Analyst at GlobalWebIndex. Moving to the company in 2017 after working in publishing, he produces blogs, infographics and reports on the most pressing topics in the worlds of technology, marketing, and many others.

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