Marketing Mix: When Streaming Audio is More Than Music
Time spent with all media is up, thanks to advances in technology and the overwhelming amount of content out there. Quite frankly, it’s easier than ever to consume more of what you love.
Streaming in particular has reached critical mass. According to the Infinite Dial 2016, an estimated 155 million Americans 12+ listened to online radio monthly in 2016 – an increase of over 30% in the last 10 years.
When you think of streaming music, a few brands come to mind. Sure their share is pretty big, but 19% of listeners stream from platforms outside the major players. In other words, “other” was the second most used audio brand in 2016 after Pandora.
While the Pandora’s and Spotify’s of the world have massive libraries covering every genre possible, this sizable chunk of ‘other’ streamers are not to be ignored. They are seeking more to satisfy their own personal tastes in music. Niche platforms cater to those specific tastes and the lifestyle surrounding them, and we’re proud to partner with two targeted stations that deliver on all fronts.
It’s alternative, it’s indie, and it’s part of their culture. A trendsetter for over 15 years, the idobi Network delivers a youthful, invested audience who craves the latest music and trends. This audience is loyal, they number in the millions, and they tune in for hours because they’re emotionally connected. idobi is a top 10 digital radio destination with 5.6 million average monthly tune ins.
What makes the network truly unique is how it offers the best of both worlds, combining the power of digital audio with live programming hosted by industry insiders and influencers. They have built a loyal following one fan at a time focusing on up-and-coming artists, videos, social, and partnerships with major festivals like the Warped Tour. It’s a true lifestyle brand.
EDM music continues to dominate the airwaves, and for fans of the genre it’s more than just music…it’s life. Nexus Radio is a new breed of internet dance stations, broadcasting live from studios in Chicago. In addition to streaming the biggest dance and dance-pop hits, the platform creates go-to content for fans with exclusive interviews and the latest news.
Working closely with the industry, Nexus brings the music and the lifestyle to life with live events and a physical presence at festivals and nightclubs. Nexus has also found their niche in the LGBTQ community with their involvement in Pride events nationwide. Streaming choices will continue to evolve and grow over the years, but you may find your target in the most unexpected of places.
Where is your audience listening? Team cabana, the new digital arm of AdLarge, will help you find the right platform and build the optimal campaign to achieve your brands’ goals.
Source: Edison Research, Infinite Dial 2016