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.
- Netflix WAUs engaged with commercialised social formats Instagram stories but tend to video ads
- Amazon Prime WAUs are less engaged with social formats watch Instagram stories) are avid radio listeners and music streamers
- YouTube has highest WAU penetration amongst music video streaming services of which Instagram stories and follow favoured on social media.
- Apple Music are most likely to watch stories follow their favourite brands social media and listen to
- TV ads in crisis, especially amongst Spotify Amazon Prime Video WAUs, of do not pay attention to advertising
- Amazon Prime WAUs over-index in multiple audio formats with listening to the streaming music for free and to podcasts
- WAUs across six of the major music video streaming services are still 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