Country is the fastest-growing genre in the streaming landscape, but how does the industry continue to grow Country streaming consumption not only here in the U.S. but around the globe? This industry has a strong need to convert fans to streaming in order to catch up to the streaming penetration experienced by other genres. This panel consists of streaming providers that will discuss the importance of winning in this genre and provide insights into strategies their platforms are utilizing to grow the overall consumption of Country. This is a critical discussion to attend for anyone that is actively involved in the Country Music business.

1. 1
COUNTRY:
The Next Phase of Streaming Growth
MUSIC BIZ 2018
Nashville, TN

2. 2
5 KEY INSIGHTS ABOUT COUNTRY AND STREAMING
2
1
3
4
5
Country lags; however there are positive signs for successful
opportunities today and going forward
Country trending: streaming consumption is making up a
greater share of overall country consumption globally
Current Country Audience streamers recognize the value
proposition streaming offers
A core, monetizable country audience is active on streaming
today
The Country audience presents a key segment for targeting
new subscribers which can have a significant pay-off

3. 3
39.0%
43.0%
56.0% 54.7%
2016 2017
Industry Country
Source: Nielsen Music Connect
COUNTRY’S GROWTH OUTPACED THE
INDUSTRY IN 2017… AGAIN

4. 4
COUNTRY
Total On-Demand Streaming Volume
in Billions
Source: Nielsen Music Connect
COUNTRY STREAMING ALSO LEAPED
15.3
25.4
6.4
8.3
2016 2017
Audio Video
21.7
33.7

5. 5
STREAMING SHARE OF COUNTRY LAGS
9%
10%
16%
65%
% Contribution to Total Consumption
Industry v. Country
Industry
13%
13%
30%
44%
Country
+1
5
%
Source: Nielsen Music Connect
Digital Tracks
Digital Albums
Physical Albums
On-Demand
Streaming
Digital Tracks
Digital Albums
Physical Albums
On-Demand
Streaming

6. 6
CATALOG ACCOUNTS FOR OVER 70% OF
COUNTRY STREAMS
Source: Nielsen Music Connect
CURRENT CATALOG
Overall 37% 63%
Country 28% 72%
Dance/Electronic 42% 58%
Pop 34% 66%
R&B/Hip Hop 49% 51%
Rock 13% 87%

7. 7
CURRENT COUNTRY USERS PLACE VALUE ON
STREAMING
Use a streaming
music service
4% 50% 46%
Do Not Use
streaming music
service
38% 26% 36%
Digital Streaming Physical CDs AM/FM radio
Value Spectrum (where consumers place most value in their music listening experience)

8. 8
COUNTRY MORE COMPARABLE THAN YOU
MIGHT EXPECT…
8
% of Streamers % of Daily+ Streamers
Time Spent Streaming
(hours per week)
R&B / Hip-Hop (77%) Dance / Electronic (76%) Dance/Electronic (29 hours)
Pop (69%) R&B / Hip-Hop (73%) R&B / Hip-Hop (21 hours)
Dance / Electronic (65%) Country (66%) Pop (18 hours)
Country (56%) Rock / Classic (58%) Country (16 hours)
Rock / Classic (56%) Pop (57%) Rock/Classic Rock (15 hrs)
SCORECARD
Streaming Rankings Among Genre Fans

9. 9
SIGNIFICANT COUNTRY FAN BASE GLOBALLY
AND GROWING
COUNTRY % listen to
Country
Use Streaming
AUSTRALIA 35% 65%
CANADA 55% 71%
GERMANY 35% 59%
IRELAND 43% 60%
SCANDINAVIA 49% 69%
U.K. 39% 65%

10. 10
PROFILING U.S. COUNTRY STREAMERS
46%
54%
19%
31%
21%
29%
60%
40%
22%
43%
22%
12%
Male
Female
18 - 24
25 - 34
35 - 44
45 - 54
Free
Streamers
Paid
Streamers
Caucasian or
White
74% 57%
Hispanic or
Latino
14% 19%
African-
American or
Black
5% 13%
Urban 27% 46%
Suburban 48% 40%
Rural 25% 15%
Income >$75k 23% 39%
Kids in HH 48% 55%

11. 11
69%
31%
PAID USERS
FREE USERS
DAILY+ COUNTRY MUSIC STREAMERS LIKELY PAYING
FOR STREAMING

12. 12
NEW STREAMERS ALSO LIKELY TO BE PAYING
USERS
73%
52%
27%
48%
NEW
SEASONED
Paid Free

13. 13
COUNTRY USERS INDICATE NEED FOR BETTER
COUNTRY RECOMMENDATIONS AND DISCOVERY
36%
33%
30%
Better music recommendations
tailored to my interests
More newly released
Country Music
Better music discovery
capabilities for me
Top 3 needs most likely to drive more listening

14. 14
AMONG NON-STREAMERS, COUNTRY IS MOST
FREQUENTLY LISTENED TO GENRE
Frequency of listening to country by Non-Streaming Users
32%
22% 21%
10% 9% 6%
70%
52% 51%
25%
17%
12%
Country Music Rock/Classic Rock Pop R&B/Hip Hop Dance/Electronic
Music
Latin
Daily+ Weekly+

15. 15
5 KEY INSIGHTS ABOUT COUNTRY AND STREAMING
2
1
3
4
5
Country lags; however there are positive signs for successful
opportunities today and going forward
Country trending: streaming consumption is making up a
greater share of overall country consumption globally
Current Country Audience streamers recognize the value
proposition streaming offers
A core, monetizable country audience is active on streaming
today
The Country audience presents a key segment for targeting
new subscribers which can have a significant pay-off