The document analyzes different music streaming services based on their positioning in the market. It segments the market into categories of "Artist Driven" services like SoundCloud that promote underground artists, "Carefree Listening" services like Pandora for passive background music, "Discounted Listening" services like Apple Music that offer family plans, and "Music Discovery" leaders like Spotify for exploring new music. Through associations and positioning statements, it evaluates the brand personalities of each service. A perceptual map shows how services are perceived along dimensions of new music discovery and carefree listening. It concludes with a quote advocating for a service that promotes full album experiences and music discovery through human interaction rather than algorithms.

1. SITUATION ANALYSIS
MUSIC
STREAMING
SERVICES
Prepared by: Rudy Joon, Rachael Jacobs, Rylee
Pride, Maya Garraty and Charles Mahoney

2. CATEGORY SEGMENTATION

3. Vita Verde Winter Promotions 2020
ARTIST DRIVEN
1. SoundCloud
2. YouTube
3. Tidal

4. SOUNDCLOUD
• Branded as the ultimate connection between artists
and fans
• Opportunity for anyone to publish music: Home to 10 million music
creators (Statista)
• Supportive of underground artists
• A platform that embraces "remix culture"
• Social-Media-like platform

5. ASSOCIATIONS:
underground
expressive
unique
free
remix
new music
discover
create
trendy
Chance
The Rapper bright colors
fun
weird
discover

6. To young adults, Soundcloud is the brand of music
streaming services, that aids music discovery and
promotes connectivity between artists and users
because it allows for sharing of user generated
content. It’s brand personality is young, fresh and
cool.
SOUNDCLOUD POSITIONING STATEMENT

7. Vita Verde Winter Promotions 2020
CAREFREE LISTENING
1. Pandora
2. Spotify
3. Sirius XM

8. PANDORA
• Modernized radio
• "Laidback listening" a term coined by Mahindra Comiva and Covum
Research
• Personalized listening experience that's reliable
• "Background music" - workplace, business atmosphere
• Easy to navigate

9. ASSOCIATIONS
lazy
limited
stores
parents
old
new radio easy
outdated
ads
teachers
safe

10. PANDORA POSITIONING STATEMENT
To middle aged adults Pandora is the brand of
music streaming service that allows for a passive
listening because of its automated music
recommendations. The brand personality is
convenient, dependable, and simple.

11. Vita Verde Winter Promotions 2020
DISCOUNTED LISTENING
1. Apple Music
2. Spotify
3. Amazon Music

12. Apple Music
• Connects the past and the future of music streaming
• Three-month free trial draws users in
• Student discounts, connected devices, family plans maintain steady users
• Sharability

13. ASSOCIATIONS
family-plan
popular
sleek
built in
clean
organized
monopoly
corporate
search
playlists
re-modeled
sophisticated
human
interaction
stuck-up
unlimited

14. To adults 18+, Apple Music is the brand of music
streaming services that connects users socially
and musically by providing services across
multiple platforms. The brand personality is
sleek, simple and aesthetically pleasing.
Apple Music POSITIONING STATEMENT

15. Vita Verde Winter Promotions 2020
MUSIC DISCOVERY
1. Spotify
2. SoundCloud
3. Pandora

16. Spotify
• Curated playlists by mood, genre
• Easy to discover new music: suggested artists, Discover Weekly
• However, algorithm tends to suggest mainstream artists
• Social aspect of music listening
• Wide variety of music

17. ASSOCIATIONS
popular
radio
social
Hulu
student
discountaccessible
trendy
new musicsmart
pratical
expansive
superior
algorithm

18. To young adults, Spotify is the brand of music streaming
services that offers the highest quality experience, reaches
the largest audience and allows for the best music
organization and music discovery in the market. The brand
personality is smart, trendy and superior.
SPOTIFY POSITIONING STATEMENT

19. PERCEPTUAL MAP
carefree
listening
new music
discovery
discounted
listening
artist driven
Sirius XM
Pandora
Apple Music
Spotify
Tidal SoundCloudOur
Reccomendation
YouTube

20. What 's Next?
OPPORTUNITIES FOR GROWTH

21. JOEY CAPPELLETTI
University of Oregon student involved in student-
led organization Music Industry Collective and
on-campus radio DJ
"Before streaming services, people would buy vinyl, they would
play records and we would listen to the collection of songs
back to back. I think that that's how music is supposed to be
listened to. Albums tell a story. Now with streaming services,
people just listen to the top songs, so instead of music listening
being an experience or a peak into an artist's life, it's a
collection of the biggest hits delivered by algorithms. "

22. A passive listening experience that supports all artists
equally by promoting music discovery through human
interaction.