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THE COMPLETE VIEW
OF MUSIC
ARE YOU SEEING THE WHOLE PICTURE?
MEASUREMENT OF MUSIC ACTIVITY AND
MUSIC FANS
Copyright©2014TheNielsenCompany.Confidentialandproprietary.
4
WE ARE LISTENING TO MORE MUSIC
DRIVEN BY ACCESS AND TECHNOLO...
Copyright©2014TheNielsenCompany.Confidentialandproprietary.
5
AND MORE GOOD NEWS – OVERALL VOLUME IS UP
14% SO FAR IN 2015...
Copyright©2014TheNielsenCompany.Confidentialandproprietary.
6
STREAMING HAS QUICKLY BECOME THE
LARGEST SHARE OF THE BUSINE...
A CLOSER LOOK AT MUSIC FORMATS AND
GENRES
Copyright©2014TheNielsenCompany.Confidentialandproprietary.
8
ROCK IS THE BIGGEST GENRE, BUT R&B/HIP-HOP
AND POP ARE ALSO ...
Copyright©2014TheNielsenCompany.Confidentialandproprietary.
9
ROCK DOMINATES ALBUMS, POP DRIVES SONG
SALES AND R&B/HIP-HOP...
Copyright©2014TheNielsenCompany.Confidentialandproprietary.
10
STREAMING HAS BECOME THE LEADING FORMAT
OVERALL AND IN MOST...
Copyright©2014TheNielsenCompany.Confidentialandproprietary.
11
WHILE SALES ARE EVENLY SPLIT BETWEEN
CURRENT AND CATALOG, S...
Copyright©2014TheNielsenCompany.Confidentialandproprietary.
12
ROCK IS DRIVEN BY CATALOG AT ALL FORMATS,
WHILE POP IS MAIN...
DIFFERENT TYPES OF CONSUMPTION MEANS
DIFFERENT PATHS TO SUCCESS
Copyright©2014TheNielsenCompany.Confidentialandproprietary.
14
THE TOP ALBUMS ACHIEVE SUCCESS IN
DIFFERENT WAYS
Based on U...
Copyright©2014TheNielsenCompany.Confidentialandproprietary.
15
SOME OTHER NOTABLE SUCCESSES IN 2015
Based on U.S. Album Sa...
Copyright©2014TheNielsenCompany.Confidentialandproprietary.
16
STRONG CORRELATION BETWEEN STREAMS,
SALES AND RADIO AUDIENC...
THE ATTRIBUTES OF A SUCCESSFUL ARTIST
N-SCORE CELEBRITY PERCEPTION
Our N-Score tool allows us to measure fan affinity and sentiment for
individual celebrities –...
Copyright©2014TheNielsenCompany.Confidentialandproprietary.
19
TOP ARTISTS ARE SEEN AS TRENDSETTERS
Artists of the top 10 ...
Copyright©2014TheNielsenCompany.Confidentialandproprietary.
20
THE MOST SUCCESSFUL COUNTRY ARTISTS
ARE SEEN AS LIKEABLE, U...
Copyright©2014TheNielsenCompany.Confidentialandproprietary.
21
NO WONDER COUNTRY FANS HAVE SO MUCH ENERGY
WHO ARE THEY?
58...
Copyright©2014TheNielsenCompany.Confidentialandproprietary.
22
HIP HOP FANS ARE MORE TOLERANT OF THEIR ARTISTS
BEING OFFEN...
Copyright©2014TheNielsenCompany.Confidentialandproprietary.
23
HIP-HOP FANS ARE AT THE FOREFRONT OF THE DIGITAL
MUSIC MOVE...
Copyright©2014TheNielsenCompany.Confidentialandproprietary.
24
WHILE EDM HAS LOWER GENERAL AWARENESS, TRAITS
OF THE MOST S...
Copyright©2014TheNielsenCompany.Confidentialandproprietary.
25
EDM FANS – DIGITALLY DRIVEN CONSUMERS WHO LOVE
FESTIVALS AN...
Copyright©2014TheNielsenCompany.Confidentialandproprietary.
26
USING DATA TO DRIVE DECISION MAKING AT THE
ARTIST LEVEL
Dat...
AND LET’S NOT FORGET ABOUT THE POWER
OF TELEVISION
Copyright©2014TheNielsenCompany.Confidentialandproprietary.
28
A MUSIC STORY GROWING FROM TELEVISION
EMPIRE
Source: Nielse...
SEE THE WHOLE PICTURE
© Aptitude
© Aptitude
THANK YOU!
Nielsen Music – The Fan: Understanding How They Drive Change
Nielsen Music – The Fan: Understanding How They Drive Change
Nielsen Music – The Fan: Understanding How They Drive Change
Nielsen Music – The Fan: Understanding How They Drive Change
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Nielsen Music – The Fan: Understanding How They Drive Change

The music business is undergoing big changes and music consumption is only part of the story. To see the big picture, we must recognize what’s driving change — the fan. This session, presented during Music Biz 2015 in Nashville On May 12, offered an overview of the state of music — past, present and future and highlighted changes in the industry. Nielsen Music's David Bakula, took a rich view of fans, including insights across specific genres, consumer segments, talent analytics, case studies and cross-channel consumption to understand how they are
engaging with music.

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Nielsen Music – The Fan: Understanding How They Drive Change

  1. THE COMPLETE VIEW OF MUSIC
  2. ARE YOU SEEING THE WHOLE PICTURE?
  3. MEASUREMENT OF MUSIC ACTIVITY AND MUSIC FANS
  4. Copyright©2014TheNielsenCompany.Confidentialandproprietary. 4 WE ARE LISTENING TO MORE MUSIC DRIVEN BY ACCESS AND TECHNOLOGY, LISTENING TIME IS RISING hours spent listening to music in a typical week 19 25 Avg. Weekly Hours 2013 2014 5 +30%
  5. Copyright©2014TheNielsenCompany.Confidentialandproprietary. 5 AND MORE GOOD NEWS – OVERALL VOLUME IS UP 14% SO FAR IN 2015 183M 121M 83M 44M 38M 38M 62M Total Music Volume (Album + TEA + SEA) Total Sales (Album + TEA) Overall Albums Physical Albums Digital Albums Digital TEA Streaming SEA 2014 2015 TEA Ratio - 10:1 SEA Ratio – 1500:1 +14% -5% -3% -6% +1% -11% +91%
  6. Copyright©2014TheNielsenCompany.Confidentialandproprietary. 6 STREAMING HAS QUICKLY BECOME THE LARGEST SHARE OF THE BUSINESS 20% 34% 27% 21% 24% 21% 29% 24% 2014 YTD 2015 YTD PHYSICAL ALBUMS 2014 2015 TEA Ratio - 10:1 SEA Ratio – 1500:1
  7. A CLOSER LOOK AT MUSIC FORMATS AND GENRES
  8. Copyright©2014TheNielsenCompany.Confidentialandproprietary. 8 ROCK IS THE BIGGEST GENRE, BUT R&B/HIP-HOP AND POP ARE ALSO STRONG IN 2015 30% 21% 17% 9% 5% 4% 3% Rock R&B/Hip-Hop Pop Country Latin Dance/Elec Christian/Gosp Share of Total Activity TEA Ratio - 10:1 SEA Ratio – 1500:1
  9. Copyright©2014TheNielsenCompany.Confidentialandproprietary. 9 ROCK DOMINATES ALBUMS, POP DRIVES SONG SALES AND R&B/HIP-HOP LEADS STREAMING 37% 18% 12% 11% 3% 2% 4% 24% 23% 26% 12% 2% 5% 3% 23% 26% 19% 5% 10% 6% 3% Rock R&B/Hip-Hop Pop Country Latin Dance/Elec Christian/Gosp GENRE SHARE OF TOTAL Album Sales % Song Sales % Streams %
  10. Copyright©2014TheNielsenCompany.Confidentialandproprietary. 10 STREAMING HAS BECOME THE LEADING FORMAT OVERALL AND IN MOST GENRES SHARE OF TOTAL EQUIVALENTS BY FORMAT 24% 32% 19% 18% 35% 19% 8% 24% 21% 26% 20% 15% 21% 5% 18% 29% 21% 16% 22% 31% 27% 8% 24% 20% 34% 26% 39% 36% 18% 68% 51% 27% All Music Rock R&B/Hip-Hop Pop Country Latin Dance/Elec Christian/Gosp Phys Albums Dig Albums TEA SEA TEA Ratio - 10:1 SEA Ratio – 1500:1
  11. Copyright©2014TheNielsenCompany.Confidentialandproprietary. 11 WHILE SALES ARE EVENLY SPLIT BETWEEN CURRENT AND CATALOG, STREAMS ARE 70% CATALOG 57% 51% 49% 70% Total Music Catalog Share of Format Total Activity Album Sales % Song Sales % Streams %
  12. Copyright©2014TheNielsenCompany.Confidentialandproprietary. 12 ROCK IS DRIVEN BY CATALOG AT ALL FORMATS, WHILE POP IS MAINLY DRIVEN BY CURRENT 68% 36% 52% 55% 63% 21% 46% 54% 68% 30% 47% 48% 82% 58% 61% 70% Rock Pop R&B/Hip-Hop Country Catalog Share of Format Total Activity Album Sales % Song Sales % Streams %
  13. DIFFERENT TYPES OF CONSUMPTION MEANS DIFFERENT PATHS TO SUCCESS
  14. Copyright©2014TheNielsenCompany.Confidentialandproprietary. 14 THE TOP ALBUMS ACHIEVE SUCCESS IN DIFFERENT WAYS Based on U.S. Album Sales; Track Equivalent Albums; Stream Equivalent Albums Rank Artist Title Total Volume (000) Album Share Song Sales Share On-Demand Audio Stream Share 1 TAYLOR SWIFT 1989 1,608 67% 33% 0% 2 DRAKE IF YOU’RE READING THIS 1,250 71% 13% 16% 3 ED SHEERAN X 1,178 52% 36% 11% 4 SAM SMITH IN THE LONELY HOUR 1,097 61% 27% 12% 5 SOUNDTRACK 50 SHADES OF GREY 1,031 61% 31% 8% 6 MEGHAN TRAINOR TITLE 961 63% 30% 8% 7 MAROON 5 V 762 40% 48% 12% 8 NICKI MINAJ PINKPRINT 699 43% 38% 18% 9 KENDRICK LAMAR TO PIMP A BUTTERFLY 660 84% 5% 11% 10 FALL OUT BOY AMERICAN BEAUTY… 632 65% 25% 10%
  15. Copyright©2014TheNielsenCompany.Confidentialandproprietary. 15 SOME OTHER NOTABLE SUCCESSES IN 2015 Based on U.S. Album Sales; Track Equivalent Albums; Stream Equivalent Albums Rank Artist Title Total Volume (000) Album Share Song Sales Share On-Demand Audio Stream Share 12 MARK RONSON UPTOWN SPECIAL 523 19% 70% 11% 15 FURIOUS 7 SOUNDTRACK 442 36% 55% 9% 17 EMPIRE CAST SEASON 1 SOUNDTRACK 433 80% 15% 5% 19 ARIANA GRANDE MY EVERYTHING 414 28% 47% 25% CHRIS BROWN X 136 36% 32% 32% DRAKE NOTHING WAS THE SAME 127 29% 24% 47%
  16. Copyright©2014TheNielsenCompany.Confidentialandproprietary. 16 STRONG CORRELATION BETWEEN STREAMS, SALES AND RADIO AUDIENCE - USUALLY Top On-Demand Songs YTD Total On- Demand Streams (000) Audio Rank Video Rank Song Sales Rank Radio Rank (Audience) 1. MARK RONSON FEAT. BRUNO MARS UPTOWN FUNK! 285,647 #1 #1 #1 #1 2. ED SHEERAN THINKING OUT LOUD 182,310 #2 #3 #2 #2 3. FETTY WAP TRAP QUEEN 146,598 #8 #5 #16 #61 4. MAROON 5 SUGAR 139,387 #4 #8 #3 #4 5. HOZIER TAKE ME TO CHURCH 124,625 #5 #15 #5 #7 6. TAYLOR SWIFT SHAKE IT OFF 119,401 NR #2 #17 #24 7. WEEKND EARNED IT (FIFTY SHADES OF GREY) 117,196 #3 #22 #8 #12 8. ELLIE GOULDING LOVE ME LIKE YOU DO 112,895 #6 #21 #4 #6 9. TAYLOR SWIFT BLANK SPACE 111,181 NR #4 #9 #3 10. MEGHAN TRAINOR ALL ABOUT THAT BASS 109,450 #38 #6 #25 #51
  17. THE ATTRIBUTES OF A SUCCESSFUL ARTIST
  18. N-SCORE CELEBRITY PERCEPTION Our N-Score tool allows us to measure fan affinity and sentiment for individual celebrities – and assess their potential for brand partnerships Awareness Attributes We can evaluate an artist or celebrity’s ability to move products and enhance brand reputation.
  19. Copyright©2014TheNielsenCompany.Confidentialandproprietary. 19 TOP ARTISTS ARE SEEN AS TRENDSETTERS Artists of the top 10 albums purchased and top 10 streamed songs are, above all else, seen as Trendsetters in the music industry Frequency of occurrences of trendsetter score, indexed to music industry mean. Source: Nieilsen N-Score 01/01/2014– 2/17/2015 20 30 40 50 60 70 80 90 100 110 120 130 140 150 160 170 180 190 200 210 220 230 240 More 144 147 100 Music Industry Mean Top 10 Stream Songs Top 10 Albums TrendSetter Index
  20. Copyright©2014TheNielsenCompany.Confidentialandproprietary. 20 THE MOST SUCCESSFUL COUNTRY ARTISTS ARE SEEN AS LIKEABLE, UNOFFENSIVE, DEPENDABLE AND ROLE-MODELS Nielsen N-Score. Bases are fans of each genre of music 78 47 73 27 17 37 32 2 24 20 28 60 15 N-Score Awareness Likeability Dependable Funny Good Looking Influential Offensive Role Model Social Media Savvy Stylish Successful Trendsetter Country
  21. Copyright©2014TheNielsenCompany.Confidentialandproprietary. 21 NO WONDER COUNTRY FANS HAVE SO MUCH ENERGY WHO ARE THEY? 58% of country music fans are female. 81% of country music fans are white. THEY STILL LOVE RADIO Radio is both the most popular platform and the most popular listening device. THEY ARE ACTIVE ON SOCIAL MEDIA, PARTICULARLY AROUND LIVE MUSIC EVENTS 20 – 30% more likely than the average music fan to post photos or update status about live music. WHAT ARE THEY DRINKING? Far more likely to drink energy drinks. Also, favor domestic beers over imported and flavored alcoholic spirits over wine.
  22. Copyright©2014TheNielsenCompany.Confidentialandproprietary. 22 HIP HOP FANS ARE MORE TOLERANT OF THEIR ARTISTS BEING OFFENSIVE, BUT IT IS IMPORTANT FOR THEM TO BE INFLUENTIAL, STYLISH TREND-SETTERS Nielsen N-Score. Bases are fans of each genre of music 78 47 73 27 17 37 32 2 24 20 28 60 15 70 44 63 19 16 24 32 11 18 24 29 50 22 N-Score Awareness Likeability Dependable Funny Good Looking Influential Offensive Role Model Social Media Savvy Stylish Successful Trendsetter Country Hip-Hop
  23. Copyright©2014TheNielsenCompany.Confidentialandproprietary. 23 HIP-HOP FANS ARE AT THE FOREFRONT OF THE DIGITAL MUSIC MOVEMENT WHO ARE THEY? Over twice as likely to be African- American and 50% more likely to be Hispanic. THEY ARE SPENDING MORE Hip-hop fans spend 35% more annually on music, including twice as much on club events with live DJs and 40% more on music festivals.THEY ARE VERY ENGAGED WITH DIGITAL MUSIC Far more likely to use streaming services for both consumption and discovery. Strong social element – hip-hop consumers are more than twice as likely to connect with friends through music. WHAT MOBILE SERVICES? Use Sprint and T-Mobile significantly more than the average consumer. Also, 50% more likely to have a Samsung mobile phone than average.
  24. Copyright©2014TheNielsenCompany.Confidentialandproprietary. 24 WHILE EDM HAS LOWER GENERAL AWARENESS, TRAITS OF THE MOST SUCCESSFUL ARTISTS INCLUDE BEING INFLUENTIAL TREND-SETTERS AND SOCIAL MEDIA SAVVY Nielsen N-Score. Bases are fans of each genre of music 66 25 67 18 17 22 30 5 16 26 22 41 20 78 47 73 27 17 37 32 2 24 20 28 60 15 70 44 63 19 16 24 32 11 18 24 29 50 22 N-Score Awareness Likeability Dependable Funny Good Looking Influential Offensive Role Model Social Media Savvy Stylish Successful Trendsetter EDMCountry Hip-Hop
  25. Copyright©2014TheNielsenCompany.Confidentialandproprietary. 25 EDM FANS – DIGITALLY DRIVEN CONSUMERS WHO LOVE FESTIVALS AND SUGAR WHO ARE THEY? Tend to be younger and skew male. Almost twice as likely to be Hispanic than average. THEY ATTEND FESTIVALS They are more likely to attend festivals and are more likely to post live event updates and videos to social media. TRENDSETTERS AND DIGITALLY ENGAGED They are more likely to be seen as musical trendsetters by their peers. They are more likely to stream music and more likely to pay for streaming. THE SUGAR BUZZ AND BRAND ENGAGEMENT 50% more likely to purchase energy drinks, 19% more likely to purchase chewing gum and 18% less likely to drink diet soda. 53% view brands more favorably when they sponsor tours/concerts.
  26. Copyright©2014TheNielsenCompany.Confidentialandproprietary. 26 USING DATA TO DRIVE DECISION MAKING AT THE ARTIST LEVEL Dates Fielded: 3/24/14 (Iggy Azalea); 9/2/14 (Ariana Grande) N-Score Awareness Likeability Dependable Funny Good Looking Influential Offensive Role Model Social Media Savvy Stylish Successful Trendsetter 66 37 54 12 13 54 19 3 19 29 42 51 23 63 49 46 9 11 32 25 13 10 25 31 50 26 IGGY AZALEA ARIANA GRANDE
  27. AND LET’S NOT FORGET ABOUT THE POWER OF TELEVISION
  28. Copyright©2014TheNielsenCompany.Confidentialandproprietary. 28 A MUSIC STORY GROWING FROM TELEVISION EMPIRE Source: Nielsen TV Ratings – *(Live + Same Day, A18-49). Nielsen Social Guide/Twitter TV Ratings. 1/7/15 – 2/25/15. - 100,000 200,000 300,000 400,000 - 100,000 200,000 300,000 400,000 500,000 600,000 700,000 800,000 7-Jan 14-Jan 21-Jan 28-Jan 4-Feb 11-Feb 18-Feb 25-Feb Total Tweets Total Unique Authors Tweets UniqueAuthors 9 10 11 12 13 14 7-Jan 14-Jan 21-Jan 28-Jan 4-Feb 11-Feb 18-Feb 25-Feb VIEWERS (MILLIONS) ONLINE Overall, THE most tweeted about show since its premiere (Cable or Broadcast) At 382,000 each airing, the show garners the highest average tweets per episode during live airings of any Broadcast drama this season SOCIAL TRAFFIC TELEVISION As of Feb 25th, Empire ranked as the No.1 show on network television (18-49) The show became the first series since 1991 to gain increased viewership for its first 5 consecutive weeks on air Feb 25th ep. was the highest rated regular Broadcast drama in approximately 5 years
  29. SEE THE WHOLE PICTURE
  30. © Aptitude
  31. © Aptitude
  32. THANK YOU!

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