Bridge Ratings: Radio's Chance To Capitalize On Playlist Sharing

New Study

The latest posting on BRIDGE RATINGS' "Navigate The Future" blog discovers that Online Playlisting has become the dominant way most music fans listen. The study found that steaming service users choose fewer songs, but create  -- and share -- more playlists.

To capitalize on the audience's growing tendency to share playlists, "traditional radio's reach, music expertise and listener loyalty suggests that with the proper playlists and promotion/marketing, radio can not only enhance its current awareness, brand-strength and listener outreach, but radio may be able to reach those who are light listeners or former listeners."

• Among the reasons music fans use playlists when they stream: playlisting allows consumers to differentiate or accentuate favorite songs into personal rotations. 
• In 2015 at the start of this latest three-year study, most listening was based on individual song selection, i.e. collections of songs on audio players played in a loop or random order, however as the technology of music players (smart phones, etc) and streaming platforms became more sophisticated, playlisting quickly became the primary method of listening.
• In SEPTEMBER 2015 70% of the song streams we analyzed were delivered from an "open source" or individual song selection method by the users. 30% came from playlist creation.
• A year later playlisting was becoming more popular as a majority of the population was participating in streamed music consumption with 43% originating from playlists.
• By the FALL of 2017, playlisting has quickly become the primary way music consumers catalog and listen to songs through streaming platforms. 

Read the entire blog post here.

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