In the latest INTEGR8 RESEARCH blog post, MATT BAILEY crunched the numbers to determine what’s the better indicator for airplay — sales data or streaming data. As it turned out, it often depends on the age of the station’s target demo, or as BAILEY noted, “on how well your station’s format aligns with who uses SPOTIFY and YOUTUBE to consume new music versus who buys songs on iTUNES.
“We asked RUSS CRUPNICK at MUSICWATCH about the differences in who uses on-demand streaming compared to who still pays to download and own their music,” BAILEY noted.
Among CRUPNICK’s conclusions:
- Streaming data is more heavily representative of teens and adults under 35.
- Digital download sales data is more heavily representative of adults 25 and older.
- Among adults in their late 20s and early 30s, streaming and sales are equally representative.
Read the entire blog here.