CRS In Action: Nielsen Helps Attendees Understand 'Who Moved My Listener?'
February 21, 2014 at 2:30 PM (PT)
Earlier TODAY at the CRS convention in NASHVILLE, STEPHANIE FRIEDMAN of NIELSEN ENTERTAINMENT shared streaming data compiled by her company that measured who streams the most, what devices are utilized the heaviest and a comparison of airplay figures to streaming usage.
The data presented featured on-demand usage services such as SPOTIFY, YOUTUBE AND RDIO; radio station streams were not included.
Streaming music continues to grow rapidly, up 40% since 2012, with 18-34-year-olds the primary suspects. The higher levels of streaming tend to skew male, most of whom are more tech-savvy then most music consumers.
FREIDMAN took a deeper dive inside the numbers to discover that 50,000 songs are streamed per week in 2013 -- and two billion streams per week.
NIELSEN can also help identify songs with low airplay but high streaming figures, which in some cases, could possibly help discover breaking songs. She also pointed out how comparing the two can be helpful with modifying Gold titles. Citing two CARRIE UNDERWOOD songs from 2007 – one low in spins but high in streams, the other high in spins and low in streams – the data suggested that the higher streaming songs from on-demand services might be potentially stronger titles for radio airplay.
A brief Q&A session revealed that NIELSEN is not yet regionalizing streaming figures; plus, when video services such as YOUTUBE are separated from audio-only services, the overall numbers decrease.
The consensus was that it’s difficult to measure the value of this data as a programming tool at this time.