Quarterly Digital Content Trends: Q4 2017
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The 20,000 Foot View: In this report, we present highlights of content trends from MIDiA’s Quarterly Brand Tracker. The survey is fielded in the US, UK, Canada and Australia. This report explores how consumer behaviour evolved between 2016 and 2017 across music, video, games and social.
- Most streaming music apps saw a dip in Weekly Active User (WAU) penetration in 2017
- YouTube lost four percentage points of its music WAUs, dropping to Spotify was down points to while Amazon was down two points to
- At a country level Apple Music was up two points in the UK, while most music apps were up one point except YouTube, which was up two points
- Most social apps were either slightly down or flat in
- Snapchat’s only growth market was the UK where WAUs were up three points to while Twitter fell four points (also in the UK)
- Netflix continued its long-term quarter-on-quarter growth pattern, up one point to in four points higher than one year prior
- Leading local Subscription Video On Demand (SVOD) services also gained a point in reaching an average of WAU, with Hulu the highest at US WAU
- Holiday season gifting saw CD buyer penetration temporarily lift one point, while radio continued to decline, down to from one year prior
- Streaming activity, including playlists remained flat, indicating that playlists may never acquire the kind of reach in music that binge watching has for video
- Some gaming activity picked up slightly in 2017 but the longer-term trend remains one of secular decline as we near peak in the attention economy
Companies and brands mentioned in this report: Amazon Prime Music, Amazon Prime Video, Apple Music, Deezer, Dubsmash, Facebook, Facebook Messenger, Google Play Music All Access, Hulu, Illico.tv, Instagram, iPlayer, Minecraft, Mobile Strike, Musical.ly, Music Messenger, Netflix, Now TV, Pinterest, Snapchat, Snap Inc, Soundcloud, Spotify, Stan, Tidal, Twitter, WhatsApp, YouTube