Canadian's love their music. We see it everywhere from shared songs & playlists on social media to sold-out music festivals & concerts to the huge growth in streaming.
According to the Nielsen Canada Music 360 Report for 2018, teens and millennials are leading music consumption.
Here are a few key takeaways:
With these two age groups showing a great draw to streaming and music, it's encouraged that brands adapt to strategize around music streaming and the powers of reaching consumers on an increasingly personal and relevant level. Based on the below, including concert tickets or a VIP music trip would be one idea to win over listeners!
UK music is booming. So much so, that this era of British resurgence is being compared to the juggernaut that was Britpop during the 90's and early 2000's, where revenue topped at over £1 billion, says the BPI.
This is largely off the backs of UK artists such as Ed Sheeran, who's album 'Divide' topped the charts for 2017 on several levels.
CEO of the BPI, Geoff Taylor, commented, "We are likely to see a continuing rise in 2018, with increasing awareness among consumers about the benefits of music streaming... and the growing popularity of smart speakers in the home."
Following 15 years of decline since 1999, the global recorded music industry just had its third-straight year of growth, due in large part to the booming of streaming.
As the industry continues to post growth, the IFPI and various institutions plan on challenging the value gap to take down barriers to provide all parties involved and fair and safe environment.
For more, check out the report from IFPI's official site.
8tracks, the third-largest internet radio service among U.S. millennials, and leanStream, the largest audio ad marketplace in Canada, have announced a new partnership.
After a successful roll-out of audio ads in the US, 8tracks will now offer audio advertising in Canada with leanStream. 8tracks boasts 3,000,000 handcrafted playlists and a large audience in Canada, with nearly 90% between the ages of 18-34.
Audio ad units will include pre-roll, mid-roll and special sponsorships such as branded playlists and first impression takeovers. Thanks to 8tracks’ crowd-curated approach, every playlist on 8tracks has tags that marketers can use to target advertising, including hundreds of thousands of moods, activities, genres, and artists. Clients can run audio ads alongside select tags. For example, a coffee company can run ads on playlists with tags such as coffee, chill, cafe, morning, breakfast and wake up, or a fitness company can run ads on playlists with tags like running, workout, gym, cardio and motivation.
“Our new audio ad partnership with leanStream gives marketers access to our Canadian audience in highly-targeted ways, even when listeners tune in from a mobile device that’s tucked away in a pocket,” noted David Porter, 8tracks’ CEO and Founder.
leanStream will exclusively represent 8tracks in the Canadian market. Audio ads are available to advertisers with a managed service or through programmatic deals. In the move, Jesse Haw, previously Partnerships Director for Canada at 8tracks, joins the leanStream team. Jesse will continue to build out unique executions for 8tracks as well as other clients.
“We are fully committed to the development of digital audio sales as a source of high-value audio inventory placements for advertisers and revenue for broadcasters, music streaming services & podcasters. We are excited to add 8tracks to our substantial digital audio ad marketplace for advertisers.” Said Chris Nimigon, leanStream CRO and Partner.
leanStream is Canada’s leading digital audio solutions company. We connect advertisers to their customers on Canada’s largest digital audio ad marketplace, and publishers to their audiences world-wide on our state-of-the-art content delivery network
Imagine if every time you wanted to listen to music, someone gave you the perfect handmade mixtape to match your activity, mood, and taste. With more than 3 million playlists crafted by over 765k DJs, 8tracks provides the right music for every moment. Unlike other music services, 8tracks delivers a human touch by empowering our DJs to personally curate playlists with soul and personality. We make music discovery simple – search the words you’re feeling and find the music you crave.
Launched in 2008, 8tracks is the third-largest internet radio service among U.S. millennials, with investors including Index Ventures, Andreessen Horowitz, DJs Pete Tong and Steve Aoki, Atlantic Records’ Chairman Craig Kallman, and Shazam co-founder Philip Inghelbrecht.
Today, Triton Digital and Edison Research brought the Infinite Dial Research Study to Canada. Edison Senior VP Tom Webster presented the findings in a live webinar today. Last month, they released the Infinite Dial 2018 research for the US. The US report was started in 2008.
It's great to see this research focused on the Canadian market.
The report can be found here: www.slideshare.net/webby2001/the-infinite-dial-canada-2018
A few of the key takeaways:
1. Canada mirrors US research.
The US research lines up very close to the Canadian numbers with a few exceptions. Overall, the numbers for Canada are what the US numbers were 1-2 years ago. Some of the key brands mentioned in the study were: Spotify, SoundCloud, TuneIn, AppleMusic, Stingray, 8tracks, Slacker, RadioPlayer, iheart & Google Play to name a few.
2. A18-34 lead consumption, A35-54 a close 2nd.
*Please note, Under 18 was not measured.
Millennials are the early adopters and heavy consumers. However, the research indicates consumption across all demos.
3. Radio leads in-car listening.
4. Podcast listening is happening!
Canada was actually higher than the US numbers for podcast listening!
1. Talk to your neighborhood
Specific offers, at specific times. It's that easy. Plus, with proper KPI's, you can gather crucial data on what creative/offer(s) are working.
3. Interactive Ad Units
4. Online ordering
Downloading your new app or having customers place an order online is an easy transition for a listener. They are already listening online via connected devices such as smartphones, smart appliance or even a laptop/tablet.
5. Multi-Location Powerhouse
Another year in Canadian music, another year in celebrating achievements. And a return to Vancouver, their first time hosting since 2009.
Honouring the late Gord Downie, brothers Neil and Patrick Downie were recipients of the Artist of the Year and Songwriter of the Year Awards.
“This is Gord’s award. It’s artist of the year, but he was our man of a lifetime. I’d like to believe we’re all better artists and people because of him. We love you Gord and we’re all taking good care of each other.” - Patrick Downie.
The Barenaked Ladies were inducted into the Canadian Music Hall of Fame, reuniting with Steven Page and performing at the event.
Michael Buble returned to host the event, announcing that his family is expecting their third child. Buble took 2017 off after the diagnosis of cancer for one of his children.
Award highlights of the event consist of:
Artist of the Year - Gord Downie (Posthumously)
Songwriter of the Year - Gord Downie & Kevin Drew; "A Natural", "Introduce Yerself", "The North"
Album of the Year - Arcade Fire, "Everything Now"
R&B/Soul Recording of the Year - Daniel Caesar, "Freudian"
Breakthrough Artist of the Year - Jesse Reyez
Juno Fan Choice Award - Shawn Mendes
Single of the Year - Shawn Mendes, "There's Nothing Holdin' Me Back"
International Album of the Year - Kendrick Lamar, "DAMN."
And several more, found at: The Juno Awards Site
Two of the leading digital audio/ad tech & streaming companies announced some big news today. Pandora to acquire Adswizz. We are excited to watch how this continues to advance digital audio across the world as these leaders come together. Pandora is the largest music streaming company in the US.
You can read the message from Adswizz CEO Alexis here:
Business Wire covered the press release and can be found here:
Edison Research & Triton Digital released the 2018 Infinite Dial earlier this month. Conducting a country-wide survey in the US, Edison Research & Triton Digital aims to generate insights into consumer consumption, their adoption of technology, and their brand retention.
And with that, for the 8th year in a row, American's are consuming online audio (streaming, podcasts, radio, etc.) at an increasing rate.
Here's the breakdown of highlights from Edison:
Over the last two years or so, smart speakers have dominated the consumer market, adopted by a large number of households. With a consumer base that is now in the tens-of-millions, it's time to get a good read on how they feel about their speakers.
A recent survey conducted by Loup Ventures provided insights from 520 US consumers.
89% of respondents communicated that they are satisfied with their smart speakers.
But why? Because smart speakers are able to complete the simple tasks that consumers want from their speakers. The top-three uses of smart speakers is for music, weather, and general questions.
Over time, Loup Ventures predicts that consumers will begin demanding more complex functionality from their smart technology, but for now the adoption is off to a fantastic start.
Loup Ventures also predicts that more tech will be adopting voice programming, "We believe the preferred interface for countless smart home devices and software services is not countless apps or small touchscreens, but your voice."
Instead of having to type and search for music, just ask...with your voice!
Streaming is becoming a prominent tool for consumers to get their music, and Canada isn't the only market experiencing a shift towards its popularity.
According to a recent report, Austria has had formidable success with streaming and in 2017, their streaming revenue jumped 86% over 2016 - to nearly 33 million euros.
This surge was the main reason behind Austria' 6.1% rise of its music market in 2017.
President of the Association of the Austrian Music Industry, Dietmar Lienbacher, was quoted, "Our perseverance seems to pay off and we can finally reap the first fruits. Nevertheless, there is no reason to rest, we will consistently continue on our chosen path."
With worldwide growth upon us, why not find out how digital audio can grow your business and get ahead of the curve?
Demand for digital streaming is exponentially growing in Canada and is up 70.9% YOY. This according to new research from the Nielsen 2017 YEAR-END MUSIC REPORT CANADA. The report shows that overall music consumption is up. However, total album sales & digital track sales declined. Vinyl LP sales are also up 21.8%!
Highlights from the report:
Nielsen Music 2017 Year-End Music Report
We're barreling into a world where time is becoming the biggest commodity and our digital audio partner, AdsWizz, shakes things up with its new ad format 'Shake Me'. Using this ad format, listeners are able to interact with advertisements heard audibly without unlocking or glancing at their phone by shaking or tapping the device.
SpotCom, partnered with Publicis Media, ran this format for its client Das Örtliche and prompted listeners to use the interactive capabilities of AdsWizz's interactive formatting.
Often, listeners use digital audio while conducting other tasks, such as while at work, and this lets them seamlessly transition through the ad without losing track or focus of their tasks. A quality of life improvement that creates a better, more fluid, listener experience. The format allows listeners to shake their phone to do things such as: visit the app store or go directly to a website.
This creates the perfect win-win situation for advertisers and listeners. Advertisers are able to create more integrated and user-friendly advertisements and tailor their ad content to the interactive abilities of the format. By prompting for an interaction, it's able to create a stronger and more personalized message.
By taking advantage of digital audio's targeting capabilities, advertisers are able to create geo-targeted advertisements that allow local listeners to take advantage of.
Original Article: http://www.prweb.com/releases/2017/12/prweb15015120.htm
Music Business Worldwide reported in this article that Warner just had another massive year. Revenue from streaming is up 48% to over 1.34Billion year over year according to the article. This is an update from our recent blog post:
Billions of streams. Billions in revenue. The music industry is on a growth trend thanks to the listening habits of music fans, artists and streaming platforms such as Spotify, TuneIn, Slacker Radio, Tidal, Pandora, AccuRadio and thousands of other streaming publishers.
Here are some numbers that are truly remarkable:
What will this mean for the industry moving forward?
More investment for streaming platforms? A focus on artist development for an on-demand environment? Investment from radio broadcasters into their online streams? Increased resources to foster new music talent? More curated content? New speaker, headphone, and listening device development? Innovation?
We can't predict exactly what will happen, but we believe it's going to be great for music fans. Stay tuned.
Okay Google, play Classic Rock.
Okay, playing Classic Rock hits on TuneIn.
What do you find easier, talking or texting? Talking, right? We're seeing a surge in voice technology. Google Home, Amazon Echo & Alexa Siri, and Cortana all offer consumers the option of searching for directions, getting the news, calling someone, or playing music with voice.
No more screens? Is this the end to entire categories of websites? Certainly, Google Adwords is going to see a huge change. Will we have branded audio searches? "It's Sunny with a high of 25 today, brought to you by the refreshing taste of......" Will it be the radio station, or the playlist or the artist that is important to the listener? These questions will start to be answered in 2018.
Siri itself has been king for some time now, but Google, Microsoft, and Amazon are now playing a big part in it. In fact, Amazon seems to be the early leader. Strategy Analytics released a new report last month forecasting 24 million smart speakers will be shipped globally in 2017, of that, 50% or 12,000,000 units are expected to ship in Q4 of this year. In the same report, they estimate that 68% of all smart speakers sold this year will run on Amazon's Alex platform.
Last May Google CEO Sundar Pichai announced during his Google I/O keynote that 20% of their mobile app and Android devices are voice searches. Yes, we used Voice to search this stat.
Okay Google, please contact the largest digital audio provider in Canada.
Okay, contacting leanStream now.
Earlier this year, Nielsen released their 'Canada Music 360' Report, highlighting music habits in Canada. Among this report it found that 26% of our time listening to music is spent via streaming. This is up from 20% in 2016. It's even higher for Millennials as the research shows they spend 42% of their time listening to music via streaming. That is also up from 32% in 2016!
Some of the other takeaways are:
What is driving the growth of music consumption across Canada? It's a great question and we think it's a combination of multiple things such as: AM/FM radio stations making their content available via new apps (RadioPlayer/iheart), the popularity and awareness of streaming services, accessibility to wi-fi in more places than ever, digital technology, live event and festival tours plus mega hits from the Canadian artists to name a few.
You can find the report highlights from Nielsen here: NIELSEN MUSIC 360 CANADA REPORT
A recent survey was released by Audience Insights Inc, The Globe and Mail, and Ulster Media. It polled over 2,000 Canadians, showing us that 43% of the Canadian population has listened to podcasts at some point in time.
The study concludes that 86% of listeners started listening to podcasts in the last 5 years. Also included is that 87% of podcast listening being done at home.
Why are people listening to podcasts? Canadians listed their top-three reasons for listening is to be entertained, for interesting stories, and to learn something new. If you’re looking for some weekend entertainment, head over to TuneIn's Podcasts and find your next favorite podcast!
For the entire study and further details please go here: https://www.audience-insights.com/the-canadian-podcast-listener
Audio is a powerful way to engage people and standout from other companies and brands. It's a chance to have a one on one conversation with the person listening. Add that type of engagement with precise targeting and you have a recipe for success!
Earlier this month, Jo McCrostie, Creative Director at Global, the media and entertainment group, wrote a great article on Personnel Today called "Listen in: Why audio is your secret recruitment advertising weapon". We thought it was a solid article describing some of the benefits for advertisers.
The IFPI recently released a new report focused on providing insights into the consumer music industry and how it is trending.
From what was found in this global study, consumer listening in Canada is on an upward trend; 52% of Canada’s population in 2017 is listening to music on their smartphone, compared to 40% in 2016. This is encouraging, as Canada is currently 12th among all nations in licensed music consumption.
Overall, 96% of internet users are consuming licensed music (audio streaming, downloads, radio, etc.), with that number creeping to 98% amongst the 16-24 year old group.
Another encouraging sign is 45% of global internet users are using audio streaming services, which is up from 37% this previous year. Radio still lives on strong as well, as 87% of these users consume music on the radio, with 35% of that on internet radio sources.
You can find the full report from IFPI here: http://www.ifpi.org/news/IFPI-releases-2017-music-consumer-insight-report
200+ people from the advertising community joined us for the first DAAN - Digital Audio Advertising North Summit in Canada, focused on the Music Streaming space and the advertising opportunities in Canada. Created to bring together the ad industry to learn, contribute and network.
A must-attend event for media planners, strategist, buyers, brand marketers, audio publishers and vendors that provide digital audio services and audio ad inventory.
We thank all of our sponsors:
leanStream welcomes Emily Johnston & Thomas Packer from the Advertising & Marketing Communications program at Durham College
Music is a perfect fit for almost any situation. In the booming world of music today, making great tunes a part of every music lover’s routine has endless possibilities. So, amp up your music experience with MSL Audio’s 6 New Ways to Listen to Your Tunes.
#1 Wireless Speaker
Surrounding yourself with sound has never been simpler with companies like Sonos and WONDERBOOM providing fantastic wireless speakers.
Price: $129.00 - $2,000.00+
#2 Media Boxes
Credit: apple.com & funkykit
Not only are media boxes, like Apple TV and the Android Media Box, great for finding entertainment with TV and videos, it’s also a great way to fulfill all your music streaming needs.
Price: $199.00 - $250.00+
#3 Gaming Consoles
Credit: playstation.com & xbox.com
Video games and music, a pretty good combination, right? Gaming consoles, such as Xbox and PlayStation, now allow gamers to access their favourite playlists.
Price: $329.00 - $499.00
#4 Wireless Portable Music Streamer
These wireless streamers, such as Chromecast Audio are small devices with big sound.
Price: $40.00 - $80.00
#5 Smart Fridge
Head to the kitchen to grab a snack, cook a meal, or hangout, all while listening to your favourite tunes. What’s better than ice cream and your favourite playlist?
We can’t write this post without mentioning the most obvious, your PHONE! Our mobile phones have changed the game for the music industry and listeners. You can now take your favorite local radio station, podcast, personal music library or go to streaming service with you on the go.
-Canadians love their music. Especially with Millennials at 96%, up 3% from last year
-79% of Millennials listen to music via a smartphone, 53% of the general population
-Radio remains strong and saw growth with 64% of Canadians listening to AM/FM radio weekly
-62% of Canadians have listened to music online over the last 12 months, 83% of Millennials
Thinking about your next marketing campaign? We would love to connect and discuss unique opportunities for reaching Canadian music fans coast to coast!
Nielsen 360 overview link: