Study: Music Streaming Services Attract Differing Audience Segments
February 15, 2013

According to a new study from Patrick McMullen, Senior Analyst for Fizziology, the different music streaming services available are attracting different segments of the population. McMullen wrote about his analysis as a guest column for DigitalMediaWire.

McMullen found that iHeartRadio, Pandora and Songza, the three streaming services that work the most like traditional radio, are also used by people who enjoy the most popular radio formats: CHR, Hip-Hop and Country. In fact, iHeartRadio users mention CHR artists and songs in 28 percent of all social media posts about specific bands, artists, songs or genres.

On the other hand, people who listen to, Rdio and Spotify mention very little CHR music. Under two percent of all music-talk from users of these services mention CHR music. McMullen found that Rdio and Spotify users tend to listen to full albums from artists or bands. While can work similarly to Pandora or iHeartRadio in function, users of the service were more likely to be discussing Rock (29 percent) and Indie (20 percent) music online.

Additionally, YouTube/VEVO and cater to different segments of the population. fans tend to be more "niche groups of electronic music enthusiasts who play varying formats of club and dance music. Its users also value finding obscure dance and electronic music that their peers haven’t heard." Meanwhile, users of YouTube and VEVO are more likely to be under-18 fans of teen pop acts such as Justin Bieber.

McMullen also broke down streaming audiences by geographic regions, and while Pandora was #1 and Spotify at #2 in each segment, the other rankings varied more greatly. You can read McMullen's entire column, along with the geographical breakdowns in chart form, here.

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Manny Simon
VP/Adult Formats,
Republic Records

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