Save money and still get more accurate data. Music data can tell radio stations more about their audiences than any traditional measurement, allowing them to understand exactly what songs their listeners prefer and why they choose to listen to certain stations over others. When it comes to market research, traditional methods like call-out research and auditorium music tests (or AMTs) continue to rule the roost. However, as more and more radio broadcasters discover the impact of streaming data on consumption, we’re beginning to see a shift toward this new source of information—and we expect it to become the gold standard in the near future. Here’s why you should make the switch today.
Every time you log onto Pandora, play a song on Spotify, or sync your phone with iTunes, these activities leave behind data. This information is captured in what’s called digital fingerprinting. The fingerprint can be unique to an individual because of unique devices, applications, settings and usage patterns. Streaming data provides qualitative insights into consumer attitudes towards songs within 1 days of release. These consumer streams allow you to understand how consumers feel about songs as they become available and as social media chatter begins to appear.
Knowing how much people are playing what you’re playing can help radio stations understand how successful their song choices are in reaching listeners — and better craft their playlists around that info. That could help them boost ratings and ad revenue by making programming smarter. By using this information, radio stations can adjust their playlists to match the demands of their audience without encoring massive costs. Giving them the advantage over competitors who haven’t yet made the transition to data-driven programming.
Traditional music testing methods, like call-out research and auditorium music tests, are tedious and inconvenient. They also do not adequately reflect actual listening behavior. If you want to learn more about what your audience is really consuming, it’s time to think outside of these outdated concepts. We discuss why streaming data has become a new gold standard in market research below.
Traditional methods of market research, like call-out research and auditorium music tests, are becoming obsolete in today’s digital world. Though they are commonly used by brands, there are numerous drawbacks to conducting consumer testing this way. Ultimately, these traditional testing methods do not adequately reflect the actual listening behavior of consumers or represent any meaningful volume of data. For that reason, online streaming data has become the new gold standard for market research.
People stream music throughout their day—at work, while cooking dinner, in their cars, during workouts—and streaming data measures what they’re actually listening to. That provides a more accurate picture of how music performs in real life than traditional music testing methods do. Call-out tests often require listeners to take time out of their day to go in front of their computer listening to 7 sec hook songs. And auditorium studies only test passive listening behavior, even though users are on Spotify or Apple Music looking for something new that they want to hear over and over again.
Streaming data provides qualitative insights into consumer attitudes towards songs within 1 days of release. These consumer streams allow you to understand how consumers feel about songs as they become available and as social media chatter begins to appear.
Music streaming research encompasses one of today’s most groundbreaking trends in digital media. Music streaming services offer unprecedented convenience, giving consumers more control over how they consume music than ever before. While listener information is made available by all major music streaming providers, that data needs to be processed in order to deliver meaningful insights into consumer listening behavior. At Musicdatak, we use our proprietary methods to do just that.