Online video outlets strong choice for music discovery in Canada
Posted on Aug 21, 2013 by YuMe
While millions of consumers go online to watch television content and movies, many rely heavily on the Web to deliver a high quality music discovery experience. Streaming services like Pandora provide both ad-supported and subscription-based access to music. However, many people turn to short-form video publishers to listen to new tunes and watch music videos. Pre-roll online video ads placed on these sites have been found to effectively reach brands' audience base.
According to a recent blog post by research and analytics provider Nielsen, it's "Music 360 Canada" report, 27 percent of the new music discovered by consumers in Canada comes from music video publishing sites like VEVO. Additionally, nearly half, or 45 percent, of people in the country surveyed my Nielsen reported these platforms are a source of music discovery.
Online short-form video channels are so popular in Canada for finding new music that they're used more frequently used than traditional television for these this purpose. Commercials, TV shows and music channels represent only 17 percent of all music discovery in the country. Internet video sites also beat out social media sites, brick-and-mortar stores, magazines, blogs, live events like concerts and the iTunes store as an outlet for finding new music.
"YouTube and VEVO have become premier destinations for viewing music videos, and many brands have embraced the opportunity to support this content with video ads as they have for many years with television channels like MTV (or, for most consumers in Canada, Much Music)," eMarketer stated, commenting on Nielsen's findings.
As the content discovery and consumption habits of people change over time, brands have to keep up to effectively reach their target audience. With millions of people watching videos on the Web, Internet video ads can reach an important demographic.