Hey DJ Stream That Song: Millennials & Teens’ Top Music Streaming Services

At the end of a year filled with music industry shakeups, we found out which music streaming services are winning with young consumers…

Music streaming is arguably the biggest disruptor of the music industry since the mp3, and Millennials are at the forefront of the revolution. Since we wrote at the beginning of 2015 that streaming is a contentious space thanks to issues with artist compensation and the perceived threat that streaming poses to album sales, T.Swift has feuded with Spotify, Jay Z launched (and then forgot?) Tidal, and Adele decided to keep all her new hits songs off of the streaming waves. There is little doubt that there will continue to be contention as the space evolves.

But at the same time, Millennials and teens continue to bolster the growth of streaming services. In September, music sales numbers for 2015 showed that streaming has seen huge gains, growing 23.3% and generating $1.03 billion. Paid subscription models are also up in revenue (even without the inclusion of the new Apple Music in that data.) So, at the end of a year full of streaming music drama, we found out exactly what services are winning with young consumers right now. In a recent Ypulse monthly service, we got the data on what services 13-33-year-olds have active accounts on, and which is their favorite. Here’s the overall ranking of their streaming service use: 

Pandora leads the streaming pack, with more than half of young consumers saying they currently have an active account on the platform. But Spotify is close behind. Interestingly, the two sites have very different approaches when targeting Millennials. While Spotify entices with personalized perks like weekly playlists, Pandora is investing in live events, using digital listening trends to plan concerts and inviting the users they…


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Quote of the Day: “Supernatural is a guilty pleasure show.  While it isn't very consistent in terms of plotline, it’s a fun show with a lovable cast, and it’s ludicrous story keeps you wondering what is next.”—Female, 26, GA

Millennial women are taking over proposing, and looking up ways to pop the question. On Pinterest, “women propose to men ideas” is being searched more than ever, with popularity of the term rising 336% year-over-year. And women aren’t just getting down on one knee to propose to men: the term with the greatest growth from 2017 is “unique lesbian proposals,” which saw a 1,352% rise. Pinterest also found that emerald engagement rings are trending, demonstrating Millennials’ growing interest in non-diamond options. (The Cut)

Dave & Buster’s is positioned to win over experience-loving Millennials. Despite disappointing earnings of late, investors are buying up the experiential restaurant’s stock during its dip because (as one analyst explains) they “believe [Dave & Buster's] can outperform other full-service concepts and drive multiple expansion as it proves itself as a differentiated growth concept.”  Our Experiencification trend backs up their bet, finding that 74% of Gen Z & Millennials would rather spend money on experiences than products. (TheStreet)

Airlines made for Millennials are failing. Air France is thinking about shuttering Joon, their trendy airline, just one year after it took flight. As it turns out, Generation Wanderlust values one thing above amenities like stylish steward outfits and smart tech: value itself. The airlines that are seeing success are budget-friendly first and foremost, like Norwegian Air. ICF Aviation’s SVP sums it up, “What does a [M]illennial want in an airline? A low fare and a good schedule…They don’t want more purple lighting.” (Vox)

Fortnite isn’t just “the most important game of 2018"—it’s “a cultural tsunami.” Nearly 80 million people played the battle royale-style game that’s taking over the internet this year, and over 65% of Fortnite’s players are under-24-years-old. If that’s not enough evidence that brands should cashing in on the craze, celebrities like Drake are playing the game and sports stars like Antoine Griezmann are doing Fortnite’s signature emote dances on the field. (CNET)

Media companies could be under-estimating Nickelodeon’s young fandom. Nielsen reports that two-11-year-olds spent 23 hours each week watching TV in the second quarter of 2018, with almost 15 of those hours taken up by live TV or DVR-recorded content. While Nickelodeon ratings may be down, they’re still the leader of kids’ networks, accounting for 67% of all ad-supported kids’ TV viewing. However, 74% of Millennial parents tell Ypulse that their children watch more content on streaming services than cable. (Bloomberg)

Quote of the Day: “I like playing and talking about [Animal Crossing] with other people. It's nostalgic for me since I've been playing games from the series from a young age.”—Female, 22, PA

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