Reports: Spotify

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Music discovery snapshot Q3 2022
Fandom under threat

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Kriss Thakrar and Tatiana Cirisano

January 2023

Spotify

YouTube

YouTube Music

Despite the hyper-saturated music landscape, music discovery is generally not a problem for most consumers. Gen Z and millennials have similar music discovery habits, but gen Z struggle slightly more with discovery and are more influenced by TikTok, while millennials are perhaps the last generation to see radio as a main source of music discovery.

Audiobook consumer profile
Following in podcasts’ footsteps

Annie Langston

January 2023

Apple

Spotify

YouTube

The audiobook market is at an important stage of its evolution. Similar to podcasts, the niche format is trying to grow amid heightened competition for consumers’ time and attention, while the looming recession puts subscriptions growth and retention under pressure.

Music industry earnings Q3 2022
Pre-recession growth

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Mark Mulligan

December 2022

Spotify

Pandora

Slacker

The early 2020s saw an influx of capital into the music business, with the promise of music rights being an asset class that was uncorrelated with the wider economy. The irony is that as music catalogue investments slowed (due to rising costs of capital), the first nine months of 2022 saw the music business deliver a performance that suggests the i...

The global podcast opportunity
Unlocking format growth

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Annie Langston

November 2022

Sweden

Spotify

Spotify

While mainstream media tends to focus on podcast growth in Western territories, understanding digital-audio consumption on a global scale will be key to future growth. Each territory has unique listener demographics and genre preferences that present various opportunities for podcast platforms, illustrating that podcast habits vary globally.

Closing the background gap
Focused versus background audio listening

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Kriss Thakrar, Tatiana Cirisano and Annie Langston

November 2022

Spotify

Radio

YouTube

The rise of attention inflation means that consumers are maximising their limited time by multitasking between various formats, spurring a rise in background consumption. This creates a “new” space for platforms to compete for consumers’ time. Among entertainment formats, audio is best placed to conquer background listening, but music streami...

The global podcast opportunity
Unlocking format growth

Cover image for The global podcast opportunity

Annie Langston

November 2022

Sweden

Spotify

Spotify

While mainstream media tends to focus on podcast growth in Western territories, understanding digital-audio consumption on a global scale will be key to future growth. Each territory has unique listener demographics and genre preferences that present various opportunities for podcast platforms, illustrating that podcast habits vary globally.

DSP user profiles
Small is beautiful

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Mark Mulligan

November 2022

Spotify

YouTube

Deezer

With streaming music now in its mature growth stage in most leading music markets, differentiation will be key to unlocking further growth pockets. While this will likely require innovation in both product and licensing, there are already clear signs that the streaming services are developing userbases with distinct and varied behaviours and charac...

Social media marketing is becoming its own cultural moment

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Hanna Kahlert and Ashleigh Millar

October 2022

Spotify

YouTube

Facebook

Audiences are changing the ways they interact with entertainment, as well as how they respond to advertising and marketing designed to promote it. Audiences are increasingly creative and engage in lean-through behaviours, are less tolerant of ads, and want more authenticity in their digital social lives.

After digital
The search for a cheaper cultural moment

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Hanna Kahlert

October 2022

Spotify

Pandora

SoundCloud

Audiences are becoming ever-more creative and this proclivity will come into its own over the coming period of economic, social, and political turbulence. To reconnect with each other while conserving their financial resources, these audiences will increasingly employ their digital-savvy pandemic learnings in the way that they consume entertainment...

Streaming’s next growth phase
The necessity of differentiation

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Tatiana Cirisano

October 2022

Apple

Spotify

YouTube

DSPs have long been able to grow their subscriber bases despite all offering essentially the same experience. Yet the freemium model is reaching a saturation point, putting slow but steady pressure on DSPs to find new ways to grow subscribers and revenue.

Podcast market value chain
The next investment is the listeners

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Annie Langston

October 2022

Creators

Apple

Spotify

Investments from major audience platforms in audio infrastructure, such as hosting platforms and advertising, kickstarted the growth of the podcast market. With the basic infrastructure now in place, it is time for the major platforms to focus on growing the format by expanding listenership and user experience.

State of the music creator economy
Post-lockdown growth

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Mark Mulligan, Kriss Thakrar and Tatiana Cirisano

September 2022

Apple

Spotify

live

The Covid pandemic created a unique catalyst for the music creator economy. More time on hands and more cash in pockets gave novices and veterans alike the opportunity to spend both more time and money making music. Though the pandemic was a peak, it also marked the start of a new era for the music creator economy across every one of its aspects, f...

Entertainment and the recession
How it will be impacted and how it should respond

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Mark Mulligan

September 2022

Spotify

Amazon

Netflix

The world is facing a period of change and disruption that is unprecedented in modern times. With so many interconnected dynamics across consumer spending, economic cycles, the climate, and even geo-politics, consumer behaviours and spending will undoubtedly be impacted.

Radio audiences
A window of opportunity

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Mark Mulligan, Keith Jopling, Tatiana Cirisano and Annie Langston

September 2022

Streaming Music

Spotify

Radio

Streaming claimed radio’s younger, music-focused audiences while podcasts are now beginning to do the same for older, spoken-word audiences. However, it is not yet determined that the impact needs to be as disruptive for radio companies. With radio audience declines slowing, and even experiencing a modest rebound, a window of opportunity exists f...

Attention inflation
How multitasking is reshaping the attention economy

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Karol Severin and Perry Gresham

August 2022

Apple

Spotify

YouTube

Entertainment hours are up, but consumption is becoming diluted and losing focus, and is increasingly in the background of other activities. Audiences want to consume more but have no more time to allocate; increased multitasking is the result. Consequently, attention / focus is split between more propositions.

Lean-through consumption
Communities are key

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Hanna Kahlert

August 2022

Spotify

YouTube

Netflix

Entertainment consumption is increasingly shaped by context, as consumers are driven by attention saturation to overlap behaviours as well as choose between them. Different forms of entertainment are better suited to different contexts, with some lending themselves to more social behaviours than others.

Scenes
A new lens for music marketing

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Mark Mulligan and Tatiana Cirisano

August 2022

Spotify

YouTube

Facebook

Entertainment consumption and fandom are fragmenting in the internet era as a result of the steady erosion of linear audiences, the rise of asynchronous consumption, and the increased sophistication of personalisation algorithms. Consequently, identity and culture are fragmenting as well.

Podcast monetisation and remuneration
Balancing creator and platform needs

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Annie Langston

August 2022

Creators

Apple

Spotify

Audio platforms traditionally monetise through advertising and, to a lesser degree, listener subscriptions. However, with the rise of the creator economy and more creators entering the podcast space, platforms must bulk up their offerings for creator monetisation as well.

Re-creating the creator economy

Cover image for Re-creating the creator economy

Mark Mulligan, Tim Mulligan, Karol Severin, Hanna Kahlert, Srishti Das, Kriss Thakrar, Ashleigh Millar, Tatiana Cirisano, Annie Langston and Richard Broadhurst

August 2022

Apple

Spotify

YouTube

Streaming first democratised the means of consumption, then distribution, and now production. Though the promise of the long tail may not have materialised quite as expected, long-tail and mid-tail creators are now a central component of the digital-entertainment economy.

Music IP as video content
Why music fandom is strategically important for D2C

Cover image for Music IP as video content

Tim Mulligan

July 2022

Spotify

Vevo

Netflix

Music rightsholders are keen to leverage artist IP in an increasingly competitive direct-to-consumer video landscape, where appealing to silver streamers is a strategic play to minimise churn in an era of peak video subscriptions. The monetisable emerging long tail of video streaming, combined with the transformation of music IP into a content asse...

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Showing 41 to 60 of 249 results.