Playlisting and the Demographic Destiny of Streaming
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The 20,000 Foot View: With playlists representing streaming’s lingua franca, the dramatic shifts in consumption they are powering are rewriting the rule books on music marketing, music formats and revenue generation, all in one swoop. Though the rate of change is partially offset by the grandfathering of the download format and, in certain cases, the resistance of physical markets (Germany and Japan), the economics of playlist monetisation is a rude awakening for the industry at large. It has also created notable distinctions in audience consumption habits, meaning expectations in revenue must account for target audience and their format preferences.
Key Findings
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of all streams come from playlists
of UK subscribers say that playlists are replacing albums for them, while say they are using curated playlists more than six months ago
- Playlist growth slowed towards the end of ‘Creating own playlists’ in was one percentage point up on at
- Beast mode, work-out playlist, was the fastest on Spotify, rising at YoY 2017
- Global Top second most followed playlist on grew in 2017 of paid streamers are listening to playlists compiled by the streaming platform of their choice compared to just of free streamers year olds are most likely to create playlists
- Just of users aged plus identify as curated playlists
Companies and brands mentioned in this report: Apple Music, Deezer, Spotify, YouTube