Reports Media & Marketing

Digital Consumer Ad Profiles Targeting Music and Video Streamers

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

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