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Marketing to Streaming Subscribers Engaging with Social Stories and Smart Speakers

Georgia Meyer
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The 20,000 Foot View:  The most valuable consumers to advertisers increasingly spend time with digital content that sits behind a paywall. Music and video subscribers are particularly valuable due to the influence they have amongst their peer groups and their propensity to be the first to try out new products and services. These premium consumers avoid unwanted advertising where possible but, crucially, are also spending other portions of their digital time in increasingly commercially-fertile digital spaces like Instagram and Snapchat stories. 

Key Findings

  • Apple Music,            and Amazon Prime Music subscribers            at least three times more            to pay to download apps            pay for in-app purchases than            consumers
  • Apple Music            engage with Instagram and Snapchat            most            and            respectively) followed by            subscribers            and            respectively)
    •            of consumers watch stories on Snapchat and            of consumers watch stories on Instagram
  • Music and            subscribers are driving the growth            commercial voice control behaviours via            and home devices
  • Apple Music            Spotify            subscribers use voice control            their phone to buy things           
    •            for Amazon Prime Music subscribers and            for Netflix subscribers use voice control on their phone to buy things online, compared to all consumers
  • Apple Music                       are the most likely to            voice control on their home            to purchase, followed by Amazon            Music subscribers           
  • In 2018            and Snapchat introduced features to            in-app purchases, making the site            the advert simultaneously the site            purchase
  • Advertising inventory            Instagram and Snapchat drives real-time            behaviours, by exploiting consumer FOMO            limited edition products 

Companies and brands mentioned in this report: Alexa Skills, Amazon, Amazon Prime Music, Amazon Echo, Apple Home Pod, Apple Music, Facebook, Facebook Messenger, Google, Google Home, Instagram, Instagram Stories, Michael Kors, Netflix, Nike, R/GA, Sephora, Snapchat Creator’s Studio, Snap Inc, Snapchat Stories, Spotify, Tencent, WeChat, WhatsApp, YouTube