Reports Music

Playlisting and the Demographic Destiny of Streaming

Report by Zach Fuller
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The 20,000 Foot View: With playlists representing streaming’s lingua franca, the dramatic shifts in consumption they are powering are rewriting the rule books on music marketing, music formats and revenue generation, all in one swoop. Though the rate of change is partially offset by the grandfathering of the download format and, in certain cases, the resistance of physical markets (Germany and Japan), the economics of playlist monetisation is a rude awakening for the industry at large. It has also created notable distinctions in audience consumption habits, meaning expectations in revenue must account for target audience and their format preferences.

Key XXX of all streams come from XXX of UK subscribers say that playlists are replacing albums for them, while XXX say they are using curated playlists more than six months ago

  • Playlist growth rates slowed towards the end of 2017: ‘Creating own playlists’ in XXX was just one percentage point up on XXX 2017 at XXX mode, a work-out playlist, was the fastest growing on Spotify, rising at XXX YoY in 2017
  • Global Top XXX the second most followed playlist on Spotify grew XXX in XXX of paid streamers are listening to playlists compiled by the streaming platform of their choice compared to just XXX of free XXX year olds are most likely to create playlists
  • Just XXX of streaming users aged XXX plus identify as consuming curated playlists
  • Companies and brands mentioned in this report: Apple Music, Deezer, Spotify, YouTube

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