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Digital Consumer Ad Profiles Targeting Music and Video Streamers

Georgia Meyer
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The 20,000 Foot View:  Digital music and video consumers navigate an increasingly nuanced landscape of content formats, from paywalled to ad-supported to social. Levels of engagement with new social formats vary considerably amongst weekly active users (WAUs) of three of the main music streaming services (Spotify, Apple Music and Amazon Prime Music) and video streaming services (Netflix, Amazon Prime Video and YouTube). It is vital to understand the variance in ad engagement on these services to plan effective campaigns in the evolving digital content ecosystem. This report informs tactical and targeted ad spending to reach digital’s most progressive consumers, and covers where to reach those who spend most of their digital content time behind paywalls.

Key Findings

  • Netflix WAUs            engaged with commercialised social formats            Instagram stories            but tend to            video ads           
  • Amazon Prime            WAUs are less engaged with            social formats            watch Instagram stories)            are avid radio listeners            and            music streamers           
  • YouTube has            highest WAU penetration            amongst music            video streaming services            of which            Instagram stories and            follow favoured            on social media.
  • Apple Music            are most likely to watch            stories            follow their favourite brands            social media            and listen to                      
  • TV ads            in crisis, especially amongst Spotify            Amazon Prime Video WAUs,            of            do not pay attention to            advertising 
  • Amazon Prime            WAUs over-index in multiple audio            formats with            listening to the                       streaming music for free and            to podcasts 
  • WAUs across            six of the major music            video streaming services are still            to audio ads in abundance

Companies and brands mentioned in this report: Amazon Fashion, Amazon Prime Music, Amazon Prime Video, Amazon Studios, Apple Music, AT&T, Facebook, Facebook Messenger, Gimlet Media, Hulu, IMDb Freedive, Instagram, Netflix, Project Runway, Spotify, Spotify Premium, WhatsApp, YouTube