Each month, Verto Analytics publishes an Audience Spotlight, a cross-device, consumer-centric view on a selected audience segment, with a deep dive into user demographics and rich behavioral metrics on an unduplicated audience segment, including media assets across all the key digital devices, and across app and web properties. In August, we focused on Music Lovers, the top 20% of all U.S. adults (ages 18 and above) who accessed streaming music services, based on the amount of time they spend per month online with music brands and content. These super-users of streaming music services share unique demographic characteristics and behaviors that set them apart from the general population, including when they use streaming services and which services they prefer and use most often.
Which Streaming Music Service do Music Lovers Love?
Stickiness is how Verto measures a given app or website’s audience engagement; the higher the stickiness rating (as a percentage), the more engaging (or stickier) a streaming music service is, indicating which services Music Lovers listen to on a regular (even daily) basis.
The stickiest streaming music services among Music Lovers are, unsurprisingly, also some of the most popular among the general population (as determined by our latest Verto Index: Streaming Music):
- Spotify (49% stickiness rating)
- Pandora Radio (38% stickiness rating)
- TuneIn Radio (31% stickiness rating)
Interested in more insights about the digital behaviors and demographics of Music Lovers? Download the full report here.