UK consumers are taking to streaming music services in growing numbers—to the detriment of both digital downloads and physical music sales. However, very few of these listeners pay to subscribe to such services; rather, they are willing to accept advertising in order to continue streaming music for free. The opportunity for marketers to reach these consumers is huge, though imprecise targeting could be harmful to their chances of success, according to a new eMarketer report, “UK Digital Music: Marketing Opportunities Coming into Focus as Consumers Go ‘Full Stream Ahead.’”
Streaming posted overwhelming growth last year. In 2012, music listeners in the UK streamed 3.7 billion tracks, according to BPI (The British Recorded Music Industry); in 2013, that figure doubled to 7.4 billion. These figures, it should be noted, do not include streams from audiovisual services such as YouTube or VEVO. Read the rest at eMarketer.