OMD have partnered with Pandora and Spotify to commission a benchmark study, ‘OMD Soundscape – Audio Landscape Research’, to help understand consumer behaviours and perceptions of music and streaming in Australia.
While much research has been done to survey consumers on their radio consumption, there has been limited Australian research in the streaming space. The research study used a representative sample and extensive survey to understand the role that music plays for Australian consumers including emotional drivers, a deep dive on music streaming, as well as broader media consumption habits.
At the launch event in Melbourne, Margie Reid, managing director OMD Melbourne commented, “We’re really excited about our OMD Soundscape study. After Passport to Discovery and Millenials Moments last year, the research is testament to our continued focus on OMD Insights product and will provide our agency and its clients a deeper capability in planning and investing in music streaming services.”
Chris Freel, Pandora’s commercial sales director, commented, “As the way we consume music continues to evolve at a rapid pace it’s important for marketers to stay up to speed with the changing landscape. OMD’s Soundscape Study really captures this change and has revealed some great insights that will allow marketers to best engage with music listeners across new and traditional audio platforms.”
Andrea Ingham, sales director at Spotify Australia and New Zealand added, “These results reinforce what we know about music consumption trends and how audio streaming plays a part in this lifecycle. This is particularly exciting ahead of our roll-out of Branded Moments, which will allow advertisers to own moments like workout and commute with 100% share of voice”
The study has uncovered a number of key insights. These include the importance of music in the lives of Australian consumers, the context of streaming where personalisation sees the majority of streamers preferring to curate their own soundtrack to their lives, as well as the complementary role it plays to people’s listening habits.