Audio streaming services provide a convenient place to both ingest already familiar music and to discover new music, the purpose they serve being dictated by the consumer. For the music industry, streaming fulfils the dual roles of a marketing tool and a revenue generator by exposing consumers to new music and paying licence fees to the record companies and composers and publishers.
In this paper for midem — and update of last year’s “Is streaming steaming ahead?” report — Nielsen revisits audio and video streaming services and explores the impact of recent developments as well as the new trends in 2012.
Findings notably include that online video engagement in 2012 didn’t always convert into (European digital) sales: one graph inparticular shows Psy’s Gangnam Style with high likes/comments and low sales, and vice versa for Gotye’s Somebody That I Used to Know.
Consult the full white paper below, or directly on Slideshare here.