Speaking of demographics and the down turn in streams and uls over the last years
Population pyramid of korea (from december 31, 2022)
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See that bump at the end of their twenties now. This was the group that was teenager/college students at the end of 2010's when we saw the highest uls/digital points. They are not getting replaced in nearly the same numbers and as they grow older their media consumption are likely going down because of life, work and other responsibilites that comes with it.
Add on top of that, the new generations have grown up in a completly different landscape, with a much much bigger fragmentation on type of media and how it is consumed.
Taking look at IUs latest release compared to 2021...
IU Celebrity demo- first five days from release in 2021
| 날짜 | 순위 | 이용자 수 | 변화량 | 남성 | 여성 | 10대 | 20대 | 30대 | 40대 | 50대 | 60대 |
|---|
| 20210127 | 1 | 704,149 | - | 37.7% | 62.3% | 13% | 49% | 18% | 11% | 5% | 4% |
| 20210128 | 1 | 680,057 | -24,092 | 39.7% | 60.3% | 13% | 48% | 19% | 12% | 5% | 3% |
| 20210129 | 1 | 632,174 | -47,883 | 41% | 59% | 13% | 48% | 18% | 12% | 5% | 4% |
| 20210130 | 1 | 599,989 | -32,185 | 42% | 58% | 13% | 48% | 18% | 12% | 5% | 4% |
| 20210131 | 1 | 636,006 | +36,017 | 41.3% | 58.7% | 13% | 48% | 19% | 12% | 5% | 3% |
In 2021, the 20 bracket was the clear dominant group of her listeners followed 30, 40 then the 10s
IU Love wins all demo- first five days from release 2024
| 20240124 | 1 | 313,020 | - | 35.2% | 64.8% | 6% | 37% | 30% | 16% | 8% | 3% |
| 20240125 | 1 | 332,278 | +19,258 | 35.7% | 64.3% | 6% | 35% | 30% | 18% | 8% | 3% |
| 20240126 | 1 | 309,633 | -22,645 | 37.2% | 62.8% | 6% | 34% | 29% | 19% | 8% | 4% |
| 20240127 | 1 | 282,954 | -26,679 | 38.2% | 61.8% | 6% | 34% | 29% | 19% | 8% | 4% |
| 20240128 | 1 | 303,970 | +21,016 | 37.2% | 62.8% | 5% | 34% | 30% | 19% | 8% | 4% |
Here we can so how everyting basically shifted bracket upwards. Less people in 10s, decreased in 20's, but increaess share in 30s,40s and even 50's.
Can it be attributed to IU growing older her demographic simply following her along,with teens being less into IU (shes now 30 and havent really been active for the last couple of years with much that would be of an interest to young teens)
Or is it more a trend of melons userloss mainly being teens and young adults in their 20s, thus naturally the share of the other brackets go up?
Or does it reflect the population pyramid picture above? likely a combination of all three
Looking at the data like this, i can see where the drop in listeners comes from. Its been on a steady decline ever since 2020 (and it all cant be explained by youtube taking market shares), and theres no regrowth from younger generations when their population pyramid is inverted as it is.
The sudden drop in the middle of last year is a bit weird and sudden, but so is the drop in demographics around age 20 on the pyramid.
