CMA Presents 'The Country Consumer: The Next Phase Of Streaming Growth' At Music Biz 2018

Music Biz 2018

During the afternoon sessions at MUSIC BIZ 2018, the COUNTRY MUSIC ASSOCIATION (CMA) presented "The Country Consumer: The Next Phase Of Streaming Growth." Introduced by CMA Sr. Dir./Research KAREN STUMP, the panel was moderated by UMG NASHVILLE's ANNIE ORTMEIER and featured AMAZON MUSIC's EMILY COHEN, PANDORA's BEVILLE DUNKERLEY, YOUTUBE/GOOGLE's MARGARET HART, and SPOTIFY's BRITTANY SCHAEFFER.

During an overview of the panel, STUMP presented research slides from the CMA detailing five key insights about Country and streaming. They were as follows: Country lags, however, there are positive signs for successful opportunities today and going forward; Country trending shows streaming consumption is making up a greater share of overall Country consumption globally; current Country audience streamers recognize the value proposition streaming offers; the Country audience is a core, monetizable audience active on streaming today; and the Country audience presents a key segment for targeting new subscribers, which can have a significant pay-off. Additionally, data shows that Country is still among the most loyal audiences to physical consumption, with 30% still purchasing physical albums via CD. The audience continues to be slow to change, as they also show in their streaming habits; only 28% of the Country music streamed is current, while 72% is from artist catalogs. For radio, this equates to the statement of nearly three-fourths of the audience preferring recurrent and gold titles in rotation, though the streaming numbers are reflective of on-demand listening. 

Additionally, streaming companies are pouring marketing dollars in to the Country marketplace currently to continue converting new users. SCHAEFFER summed up the efforts at SPOTIFY by saying, "How do we tell a consistent story on and off platform, utilizing all the tools we have?" The same could be said of radio, as terrestrial continues to work to earn and maintain loyal listeners in a crowded audio landscape. Marketing to the listeners' preferences, building loyalty by earning trust in the brand, educating users about product services and offerings, and offering unique content and one-of-a-kind experiences is the focus of each streaming platform in their ongoing attempt to brand loyal subscribers; these tips could all apply directly to radio, as well. For more information about MUSIC BIZ 2018 and its panels, visit the MUSIC BIZ website here.

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