COVID-19’s Effect on the Global Music Business, Part 3: Live Streaming Artists

May 26, 2020

This article originally appeared on the Chartmetric blog | To help address the global music industry’s concerns about the COVID-19 pandemic, US-based music analytics company Chartmetric is continuously monitoring 2M+ artists across 20+ streaming and social media data sources.

It is their hope that their data-driven analysis of COVID-19’s effects on music-related consumption helps artists, songwriters, labels, agencies, distributors, and other entertainment-related entities sustain and improve their well-being during these unprecedented times.

All data is collected, organized, and analyzed by Chartmetric. Data science by Nuttiiya Seekhao. Analysis by Jason Joven and Rutger Ansley Rosenborg.

Key Takeaways:
– If streaming and social media follower counts are the deciding factor, then live streams are now officially “cool” for popular artists, virtually guaranteeing same and/or following day increases.
Live streams scheduled by artists from their own channels generated significant lift in follower growth.
Artists making guest appearances on other artists’ live streams also saw meaningful engagement lifts, though perhaps not as substantial as consistent live streamers.
– Future analyses should monitor premier live stream appearances (e.g., Verzuz or Quarantine Radio) for a higher rate of daily follower gain beyond a few days after each event, to better understand their long-term impact.
– Once fan behavior adjusts to “expect” planned live streams, a potential residual effect of consistent live streaming is a reduction in non-live content consumption… TAP/CLICK image below for full story…

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VP of Communications and Marketing at Syntax Creative.