Fizziolo Looks At Social Media's Use Of Webcaster Services

Who Uses Which Service?

On Consumer Research Company FIZZIOLO's blog, Sr. Analyst PATRICK MCMULLEN writes about "How Audience Cliques Use Online Music Services." He asks, "Which services receive the most buzz on social media?" and notes, "PANDORA received nearly twice as many mentions than any of the other services. SPOTIFY, YOUTUBE and LAST.FM are also getting thousands of mentions a day, but services such as SONGZA, IHEARTRADIO and RDIO weren't currently as popular with as many social media users."

Top 40 listeners love iHEARTRADIO though, with users of iHEARTRADIO talking about Top 40 artists "the most during the three-week period. 28% of all posts mentioning an artist referred to those with songs on the Top 40 chart, followed by SONGZA and PANDORA," and concludes, "While PANDORA, iHEARTRADIO and SONGZA have a great variation in total social volume, the services are alike in their function in that selecting an artist, genre or song populates a streaming radio station of music. It seems that Top 40 listeners are the type who like to set-it and forget-it when it comes to listening to music online."
 
MCMULLEN found that iHEARTRADIO users "seem to be those who also enjoy the most common FM radio formats across the country. The most commonly mentioned genre in the social conversation was pop, accounting for 30% of all specific artists and song mentions. Following closely behind was rap and hip-hop at 28% of the social conversation. The third biggest genre talked about in association with the site was country music at 9%. Pop, hip-hop and Country are the top FM station formats across the country, and it seems that users of iHEARTRADIO prefer their music the way CLEAR CHANNEL provides it, both on the radio and online."
 
He found that LASTFM listeners, "are those who typically can't find the music they like on FM radio," and that "PANDORA caters to the widest selection of users," and "RDIO was the least talked-about of all the music services we observed. Rock is, by far, the most popular genre on RDIO (39%), whose users also enjoy indie music (18%) and electronic dance music, or EDM (15%)."

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