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The Country Consumer The Next Phase of Streaming Growth

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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.

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The Country Consumer The Next Phase of Streaming Growth

  1. 1. 1 COUNTRY: The Next Phase of Streaming Growth MUSIC BIZ 2018 Nashville, TN
  2. 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. 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. 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. 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. 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. 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. 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. 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. 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. 11 69% 31% PAID USERS FREE USERS DAILY+ COUNTRY MUSIC STREAMERS LIKELY PAYING FOR STREAMING
  12. 12. 12 NEW STREAMERS ALSO LIKELY TO BE PAYING USERS 73% 52% 27% 48% NEW SEASONED Paid Free
  13. 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. 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. 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

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