Playlist Strategies 2020
The 20,000 Foot View: Playlists have become a core music consumption habit and, in turn, one of the most valuable marketing commodities in music. A prominent playlist placement remains a key objective of most new release strategies and is a higher priority than radio play for many artists. Nevertheless, the supply of new songs outstrips the number of premium slots, and most artists still struggle to get onto playlists. The streaming platforms continue to iterate playlist strategies and, at last, differentiate. But where are the game changers? How much more longevity do playlists have now that podcasts and smart speakers are gaining traction?
In this report, we explore label strategies specifically. Should labels choose to invest in new strategies now, or focus on what’s next beyond playlists?
MIDiA’s ‘Playlist Revolution’ report recently highlighted that, although playlists are becoming valuable commercial music real estate in their current form, there is plenty of scope for further creative development of the format. We are far from ‘peak playlist’.
- Playlists have music consumption, with of playlist stating they are listening to less because of playlists
- Spotify remains key power in playlists, but competitors’ playlist properties are starting see similar levels of usage their own subscriber bases
- Apple, Amazon, and Deezer all ramping up brands and initiatives – thus, growth runway for playlists remains in the short-term
- Music subscribers are the most engaged playlist monthly average usage), although the in listening to curated playlists the past two years has with a decline in self-compiled
- Personalisation may incremental growth, but a more and sharing approach to playlists be ‘white space’ opportunity for format
- Social, shared may increase the discovery element has been reduced as playlists become longer and more personalised
- With smart now commonplace, playlisting must innovate maintain its current relevance alongside ‘packaged’ content, such as podcasts stations/radio
- Out of tracked by MIDiA, two in are posting playlists to their Artist Pick pages but a are not using the function
- Labels should artist playlists better and use pages to engage through playlists ‘off-cycle’ promotion periods
- Labels could more systematically with third-party playlist and blogs, to both work and directly influence on-platform curated algorithmic playlists
Companies and brands mentioned in this report: Amazon Music Unlimited, Apple Music, Chartmetric, Facebook, Feature.fm, Level, Ninja Tunes, Noon Pacific, PIAS, Play Later, Sirius XM/Pandora, SoundCloud, Soundsgood.co, Sony Music, Spotify, Stationhead, Universal Music, Vans, Warner Music, YouTube