Spotify Users’ TV Choices Provide Valuable Audio Streaming Insights
variety.comPartner Content So much to watch, so little time.Today’s never-ending scroll through streaming services sums up today’s “Peak TV” era.
While TV viewers are thriving with countless content options and services at their fingertips, streamers of all kinds are gathering reams of data on their customers — and entertainment marketers are eyeing that data hungrily.While most have been focused directly on parsing viewers’ TV and movie habits, it turns out that other things viewers love, and most importantly what they do when they’re not watching TV, is also crucial to understanding their viewing habits.And thanks to digital audio streaming, there’s data on that — and that data can be parsed, too. TV fans are music fans — and vice versaPeople are spending more time than ever with audio, and what listeners tune into along with what they stream says a lot about personal taste.
Paramount insights were uncovered on how audio preferences impact the life of a TV consumer by combining Spotify’s first-party data with insights from Samba TV.Unsurprisingly, research found that 99.3% of Spotify’s audience self-identify as TV watchers[1].
And 72% of watchers are engaging with music streaming services,[2] which means digital audio is a powerful tool for understanding behavioral trends among entertainment audiences.Whether audiences are “cord-never” Gen Zers, die-hard cable subscribers, or somewhere in between, how and what they’re watching could be dramatically different.
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