The Playlist Revolution | Streaming’s Battleground

The 20,000 Foot View: Playlists are swiftly becoming the lingua franca of the music streaming economy. While most closely associated with Spotify, playlists are now central to streaming as an entire sector. While playlists may not yet have become the dominant use case for streaming music in the way that binge watching is for video, they are transforming how audiences consume music and are becoming the key tool by which streaming services can differentiate in a commodified and highly-competitive market.

Key Findings

  • Playlists are transforming music consumption, with X% of consumers stating that they are listening to albums less because of playlists
  • Though others are catching up, X remains a key power in playlists: X% of X subscribers listen to playlists regularly, compared to X% of music streamers
  • X has the majority of curated playlist users: X% of curated playlist listeners are X weekly active users (WAUs)
  • Just X% of consumers listen to music over smart speakers, although the rate rises to an average of X% across key streaming music app users
  • X may be the native platform for playlists due to the fusion of machine learning, device and location
  • X has the highest usage of its top curated playlists, with an average X% WAU penetration of X users across the top 10 and X% for X
  • X’s top 10 playlists’ average WAU penetration is just X%, but unlike X and X its playlists are dominated by genre, mood and activity hybrids
  • X playlists are most popular with younger consumers (average age X) while X lists appeal most to older consumers (average age X)
  • Podcasts are emerging as an important complement to playlists, with X leading the charge
  • X%  of X users are podcast listeners, compared to X% for X users

Companies and brands mentioned in this report: Amazon, Amazon Music Unlimited, Amazon Prime Music, Anchor, Apple, AT&T, Comcast, Deezer, Facebook, Gimlet, Google, Google Play Music, iHeart Radio, Instagram, Liberty Media, Microsoft, Pandora, Sirius XM, Soundcloud, Soundsgood, Spotify, Twitter, Viacom, Warner Media, Your Daily Drive, YouTube

Charts: 7
Pages: 25
Words: 4,610

Includes Synopsis, PDF, Slides and Dataset