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인터넷 뮤직 라디오 프로그래머 : 뮤직 플레이와 수익화의 중심

Internet Music Radio Programmers 2014-2017: Music Plays and Monetization Mainstays

리서치사 Accustream Research
발행일 2014년 08월 상품 코드 310695
페이지 정보 영문 118 Pages
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인터넷 뮤직 라디오 프로그래머 : 뮤직 플레이와 수익화의 중심 Internet Music Radio Programmers 2014-2017: Music Plays and Monetization Mainstays
발행일 : 2014년 08월 페이지 정보 : 영문 118 Pages

2014년 인터넷 뮤직 라디오 및 트랙 플레이 리스닝 시간은 360억 시간을 넘어서 14.8% 성장하였으며, 프로그래머 수익화의 대처는 33.3%의 이익을 획득하여 19억 달러의 매출을 달성할 것으로 예측됩니다. 리스닝 시간은 2004-2017년의 13년간 CAGR 28.8%를 나타내 2017년까지 2자리수 비율로 증가할 전망입니다. 광고 지원 리스닝은 현재 리스닝 시간 전체의 71.6%를 구성하고 있지만 그 비율은 2017년까지 확대될 것으로 예측됩니다.

인터넷 뮤직 라디오의 광고 지원 및 가입형 리스닝 시간(데스크톱, 모바일)에 대해 분석하고, 가입자 총수, 이용 포맷, 셀아웃 레이트, CMP, 미디어 지출, 전략적 adtech 제휴, 대표적 기업 관계 등의 정보를 전해드립니다.

주요 요약

용어 및 정의

섹션 1

  • 인터넷 뮤직 라디오 및 트랙 플레이의 리스너 규모 : 프로그래머는 복수의 디바이스와 시간대에 걸쳐서 리스너에게 제공
  • 인터넷 뮤직 라디오 및 트랙/큐레이티드 스테이션 플레이의 리스닝 시간 예측
  • 인터넷 뮤직 라디오 및 송플레이의 리스닝 시간
  • 이익에 대한 데스크톱/모바일 리스닝 시간의 관리
  • 인벤토리(Inventory) 확대 및 셀아웃 레이트(Sellout Rates) 등

섹션 2

  • 인터넷 뮤직 라디오, 큐레이티드 스테이션 및 트랙 플레이 프로그래머 매출은 런 레이트(Run-rate)의 확대를 나타낸다
  • 인터넷 뮤직 라디오/큐레이티드 스테이션 및 송플레이의 매출 분석 : 광고/가입
  • 리스닝 1,000 시간당 매출은 개선, 가입 서비스 포함
  • 광고 지원 및 가입형 인터넷 뮤직 라디오와 트랙 플레이 매출
  • 인터넷 뮤직 프로그래머권의 지불액 추정 등

인터넷 뮤직 비지니스/이그제큐티브 포럼 : 시장의 Q&A

  • ABACAST (A WIDEORBIT COMPANY)
  • ACCURADIO
  • IDOBI
  • PANDORA
  • SMOOTH JAZZ
  • SPOTIFY
  • WESTWOOD ONE
KSM 14.09.01

Internet music radio and track play listening is on a 14.8% growth trajectory, surpassing 36 billion hours in 2014, delivered against promising programmer monetization efforts expected to achieve $1.9 billion in revenue, a 33.3% gain, according to a sector analytics report produced by AccuStream Research.

The report, Internet Radio Programmers 2014 - 2017: Music Plays and Monetization Mainstays, analyzes ad supported and subscription listening hours (desktop and mobile, with complete 2013 and 2014 YTD monthly hours by programmer), subscriber totals (domestically and internationally), inventory by avail format, sellout rates, CPMs, media spend, strategic adtech partnerships, rep firm relationships and the extent to which programmatic systems have integrated with sector entrants.

Annual revenue growth by U.S. based programmers (and international services conducting operations in North America) is forecast to exceed listening hour expansion in 2014, as the sector manages operational expenses (i.e. royalty fees and marketing costs) while building out sophisticated sales organizations tasked with achieving greater inventory sellout.

Moreover, music programmers are stepping up channel outreach efforts aimed at brands and agencies to showcase the medium's ability to deliver targeted national and local broadcast buying scale, particularly against the in-stream audio format.

Listening hours are forecast to increase at double-digit rates through 2017, framing a 13-year CAGR (2004 - 2017) of 28.8%. Ad supported listening currently makes up 71.6% of total hours, a share percentage expected to increase through 2017.

Ad-supported hours are on course to capture 54.2% of total sector revenue, and subscription 45.8% in 2014.

Ad spend is projected to book 61.1% of revenue by 2017 (64.4% audio, 25.8% video and 9.8% display), reflecting programmer commitment to in-stream audio and interstitial video.

Interactive direct response audio executions packaged with audience profiling data are also expected to support higher in-stream CPMs.

For 2015 - 2016, we expect revenue gains to outpace listening growth, as programmers and rep firms train their sales sights on terrestrial broadcast budgets, led by Pandora Media.

Table of Contents

EXECUTIVE SUMMARY

  • Market trends and indicators
  • Market Maturity and Monetization: Rise of the audio avail and buying at scale
  • INTERNET MUSIC RADIO AND TRACK PLAY PROGRAMMER REVENUE SHOWS RUN-RATE EXPANSION AT 33% IN 2014; EXPECTED 27.4% RISE IN 2015

TERMINOLOGY AND DEFINITIONS

SECTION ONE

  • INTERNET MUSIC RADIO AND TRACK PLAY AUDIENCES AT SCALE: PROGRAMMERS DELIVER LISTENERS ACROSS MULTIPLE DEVICES AND DAYPARTS
    • State of the Sector performance fundamentals 2014 - 2017
    • Market trends, operations and sector monetization capability indicators 2014
    • Market Maturity and Monetization: Rise of the audio avail, evangelizing brands and pitching a broadcast buy at scale
  • INTERNET MUSIC RADIO AND TRACK/CURATED STATION PLAY LISTENING HOURS FORECAST AT 37.9 BILLION HOURS IN 2014; 44.5 billion in 2015
  • INTERNET MUSIC RADIO AND SONGPLAY LISTENING HOURS: 2004 - 2017
  • PERFORMANCE AT THE MARGINS: MANAGING DESKTOP / MOBILE LISTENING HOURS AGAINST REVENUE
  • INVENTORY EXPANSION AND SELLOUT RATES: AD SUPPORTED HOURS TO GROW BY 9.1% IN 2014; SUBSCRIPTION BY 32%
  • AD SUPPORTED LISTENING HOURS: 2005 - 2017
  • AD SUPPORTED HOURS FORECAST AT 2.248 BILLION PER MONTH IN 2014; 2.738 BILLION IN ‘15
  • SUBSCRIPTION HOUR GROWTH TO OUTPACE AD SUPPORTED LISTENING IN 2014
  • INTERNET MUSIC RADIO, TRACK PLAY AND ON-DEMAND SERVICES: 2013 COMPLETE LISTENING HOUR DATABASE BY MONTH
  • INTERNET MUSIC RADIO, TRACK PLAY AND ON-DEMAND SERVICES: 2014 YTD COMPLETE LISTENING HOUR DATABASE BY MONTH

SECTION TWO

  • INTERNET MUSIC RADIO, CURATED STATION AND TRACK PLAY PROGRAMMER REVENUE SHOWS RUN-RATE EXPANSION AT 33% IN 2014; EXPECTED 27.4% RISE IN 2015
  • INTERNET MUSIC RADIO/CURATED STATION AND SONG PLAY REVENUE ANALYSIS: AD / SUBSCRIPTION 2005 - 2017
  • REVENUE PER 1,000 HOURS OF LISTENING IMPROVES TO $51 IN 2014, INCLUDING SUBSCRIPTION SERVICES
  • AD SUPPORTED AND SUBSCRIPTION-BASED INTERNET MUSIC RADIO AND TRACK PLAY REVENUE: 2005 - 2017
  • INTERNET MUSIC PROGRAMMER RIGHTS PAYMENTS ESTIMATED AT $792 MILLION IN 2013
  • INTERNET MUSIC PROGRAMMER ROYALTY PAYMENTS ESTIMATED AT $953 MILLION IN 2014
  • DIGITAL MUSIC RADIO/TRACK PLAY ROYALTY PAYMENT ANALYSIS: 2014
  • INTERNET MUSIC RADIO AND TRACK PLAY PROGRAMMER SUBS FORECAST TO INCREASE BY 20.4% IN 2014; 18% IN 2015
  • INTERNET MUSIC RADIO/CURATED STATION AND SONG PLAY SUBSCRIPTION REVENUE: 2003 - 2017
  • SUBSCRIPTION INTERNET MUSIC RADIO PROGRAMMER/SONG PLAY REVENUE ANALYSIS: 2003 - 2014
  • DOUBLE-DIGIT GROWTH RATES FOR AD-SUPPORTED INTERNET MUSIC PROGRAMMERS THROUGH 2017
  • IN-STREAM AUDIO ON COURSE TO GENERATE 61.4% OF TOTAL MEDIA BILLINGS IN 2014
  • INTERNET MUSIC RADIO/CURATED STATION/TRACK AND SONG PLAY AD SPEND BY FORMAT: 2003 - 2017
  • AUDIO INVENTORY SELLOUT FORECFAST AT 62.5% IN 2014; PROGRAMMATIC SYSTEMS NOT YET A FACTORT IN MEDIA CLEARING

INTERNET MUSIC BUSINESS / EXECUTIVE FORUM: SECTOR Q & A's

  • ABACAST (A WIDEORBIT COMPANY)
  • ACCURADIO
  • IDOBI
  • PANDORA
  • SMOOTH JAZZ
  • SPOTIFY
  • WESTWOOD ONE
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