Data Shows How Common 'Song Skipping' Is For Webcasters
May 12, 2014 at 5:51 AM (PT)
On the latest JacoBLOG, JACOBS MEDIA consultant BILL JACOBS writes, "Fascinating new data has emerged showing how people use pure-plays like SPOTIFY, and how the ability to 'skip' a song is now a predominant behavior. The question for radio is to determine how closely aligned 'skip behavior' is to 'tuneout behavior' because if there is a strong relationship, radio has yet another major issue to concern itself about, especially in metered markets."
JACOBS continues, "SPOTIFY supplied the data, and the analysis is courtesy of PAUL LAMERE’s blog called 'Music Machinery.' SPOTIFY’s data infrastructure allowed PAUL to process billions of plays from many millions of unique listeners worldwide. A 'skip' is defined as any time a listener gives up on a song before it finishes. And the chart below looks more like 'The Long Tail,' but in fact, shows just how prevalent -- and quick -- song skipping truly has become."
Some of the key findings:
- Nearly half of all songs are skipped before they end
- More than half of all songs are skipped after the first 10 seconds
- The average listener to SPOTIFY skips more than 14 times an hour
- Men and women skip at the same rate -- 45%
- Mobile skipping (51%) is more prevalent than skipping from a desktop/laptop (40%)
- Skipping is significantly higher among teens and twentysomethings, compared to those over 30
Read the full blog here.