GroupM is taking a keen interest into the behaviours and attitudes of the streaming population, partnering with Spotify to unveil key insights into the mobile-first media opportunity.
With more than half of the internet users worldwide now using streaming services, GroupM wants to help marketers and brands understand how to tap into new ad revenue on streaming platforms through a new study.
The Streaming State of Mind whitepaper, which surveyed 20,000 consumers in major markets including the US, Germany, Australia, the UK, France, Canada and Sweden, aims to show how streamers are consuming content and what trends to expect in the future.
ANZ director of sales Andrea Ingham says the objective of the study is to open up new ways for marketers to target audiences.
“Streaming in Australia is growing at an exciting and rapid pace. We know that there are more consumers streaming on mobile than ever before, which presents huge opportunities for both marketers and advertisers to take advantage of this growing market,” she says.
“Being able to understand the behaviours and ‘moments’ of streamers across multiple demographics was a key objective in creating ‘Streaming State of Mind’ as it helps to open up new ways for marketers to precisely target their audience through an audio platform.”
The study found that 37% of the current Australian streaming market has either listened to music or watched TV and move content in the past year. Australia is slightly behind the global average of 47%, but is set for double-digit growth by 2020 (32%).
It also found mobile is the main platform for music streaming, with over 60% of streaming done on the platform. With monetising mobile one of the biggest challenges for marketers - streaming offers a native way to tap into the platform.
GroupM CEO Mark Lollback is confident the study will help clients understand the streaming offering.
“GroupM believes in helping our clients deliver high quality media engagement opportunities – and streaming in Australia offers one of those opportunities. GroupM prides itself on bringing real consumer insights into media strategies and
“Streaming State of Mind will help our clients understand he streaming consumer in more detail,” he says.
The report showed that in more mature online markets, such as the US and Sweden, 60% of the population streams. The study says this trend will only continue to grow.
Mobile music moments like "working out" and "working" alone have unlocked up to $220m worth of new ad revenue in the seven markets surveyed.
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