Digital Consumer Ad Profiles: Targeting Music and Video Streamers

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 are engaged with commercialised social formats like X (X%) but tend to X (X%)
  • Amazon Prime Video WAUs are X engaged with new social formats (X% watch X) but are X (X%) and X streamers (X%)
  • YouTube has X WAU penetration (X%) amongst music and video streaming services (X%) of which X% watch X and X% follow X on social media.
  • Apple Music WAUs are X to watch X (X%), follow their X on social media (X%) and listen to X (X%)
  • TV ads are X, especially amongst Spotify and Amazon Prime Video WAUs, X% of whom X TV advertising
  • Amazon Prime Music WAUs X in multiple audio content formats with X% listening to X, X% streaming X and X% listening to X
  • WAUs across all six of the major music and video streaming services are still exposed 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

Charts: 6
Pages: 18
Words: 3044

Includes Synopsis, PDF, Slides and Dataset