The Benefits of Using Streaming Data to Pick Music
As on-demand music streaming has become The manner in which most folks consume music these days.
The reason our on-demand streaming clients align their music rotations closely with our on-demand music streaming data is because it works
Don’t pay attention to the myths about streaming research. Actual field experience shows these facts to be true:
1. On-demand music streaming reflects actual music consumption because users are self-selecting the songs they listen to and listening to those songs frequently and for weeks at a time.
2. Streaming on-demand music is more akin to listening to the radio than any other type of music research because streaming listening behavior mirrors radio listening. Call out research and auditorium testing rely on short hooks of songs played to a small sample of possible station listeners. This is not the way people listen to music.
3. Streaming data reflects the total spectrum of consumption: positive, negative and neutral. By focusing in on station format, demographics, local market data and listener streaming data, the streaming reports are much more granular, i.e. station-specific than broad-based, national rankers of streaming music.
Songs that are not popular over time do not maintain rank status. These songs either don’t rank in the top 100 each week or they simply die on the vine as mid-charters. Saying that on-demand streaming research doesn’t reflect songs people don’t like is inaccurate.
4. Airplay charts only occasionally reflect actual music consumption. More often than not published airplay charts are built on consensus, i.e. hundreds of station playlists are merged together to present an overall ranking of how much airplay songs are receiving on those stations. Programmers often depend on these airplay charts to align their music categories. This approach simply does not reflect market and station specific listener behavior. Adding to this, record labels are always interested in seeing their new releases climb these consensus charts so record promo folks can encourage other stations to play the record, whether that record is appropriate or not.
Use of market-specific, format-specific and listeners specific on-demand streaming data is a far more effective way to reflect true listening consumption.
5. Streaming data is a true reflection of actual consumption. The data is sensitive to the popularity of a song and any associated fatigue. When people slow down or stop their streaming of a song, its rank falls and either settles at a spot on the chart where it lives for some months (Walk the Moon’s «Shut Up & Dance»), or it fades into ranking below 100.
6. With billions of streams nationally, and thousands at the market and station level, on-demand streaming produces a significantly better «sample» than any other music research.