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How Live Streaming Is Transforming The Music Industry


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Can live streaming platforms really move the needle for musicians? YouNow and Audiokite Research explore this question in a first-of-its-kind study of live streaming's impact on creators and consumers.

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How Live Streaming Is Transforming The Music Industry

  2. 2. Growing consumer demand for unscripted, real-time performances requires an entirely new skill set for up-and-coming musicians.
  3. 3. Can live streaming platforms really move the needle for musicians? THE QUESTION REMAINS….
  4. 4. YouNow, a live streaming service with 100 million users session each month, enlisted Audiokite to explore these questions and more in a first-of-its-kind study of live streaming’s impact on creators and consumers. These are the results.
  5. 5. Three separate surveys were administered in which participants were shown various YouNow broadcast clips and prompted to provide feedback. There were over 4,350 participants, all U.S.-based and sourced through Audiokite’s pre-screened panelist pool.
  6. 6. KEY FINDINGS - OVERVIEW ▸ Consumers are likely to take commercial action as a result of experiencing live, music-themed broadcasts. More than 80% of music consumers stated they are likely to take commercial action after watching one of their favorite musicians broadcast on YouNow. Specifically, over 86% of fans are likely to seek out more of the artist’s/band’s songs and watch another live stream from the artist.
  7. 7. KEY FINDINGS - OVERVIEW ▸ Sentiment towards live streaming is overwhelmingly positive, particularly for its off- the-cuff nature. The “unscripted and spontaneous nature of the platform” is the element all study participants — consumers and musicians — singled out as their absolute favorite. The average rating for this element is 7.43 out of 10, with 10 representing “Highly Enjoyable”. Over 66% of the most frequently noted feelings associated with watching YouNow broadcasts are positive.
  8. 8. KEY FINDINGS - OVERVIEW ▸ The majority of the top rated broadcast activities relate to playing music. Three out of the top four rated broadcast activities are centered on playing music: “unreleased song exclusive”, “cover song”, and “original song”. The broadcast activity to which both consumers and creators had the most favorable reaction is playing an “unreleased song exclusive.”
  9. 9. “I really like the idea of having the audience request songs because it adds another level of interaction with the artist.” Survey Participant
  10. 10. “It’s nice when artists take the time to listen to and answer audience questions. It makes the divid between artists and audience seem smaller.” Survey Participant
  11. 11. “I love the idea of being able to influence what an artist is singing in the moment.” Survey Participant
  12. 12. For a musician to utilize live streaming effectively, there are definite do’s and don’ts that should be considered from the start, as the study data has revealed. Check out “Live Streaming Playbook For Musicians” on our Slideshare page for more.