2019年年中音乐报告.pdf

1 NIELSEN MUSIC MID-YEAR REPORT U.S. 20192INTRODUCTION Welcome to the 2019 Nielsen Music Mid-Year Report, which provides an exclusive glimpse at the music industrys leading trends, data and insights from the past six months. The first half of 2019 saw a six-month record of over 507 billion on-demand streams, an exciting new milestone led by singles and albums by Ariana Grande, Billie Eilish, Halsey, Khalid, BTS, Lil Nas X and Bad Bunny that span a wide array of genres, moods and even languages. LPs continue to show strength and lend resilience to physical albums, as independent retail events like Record Store Day continue to bring music fans in droves. This years celebration led to the highest non-holiday sales total at independent retail since 2005, and extended vinyls hot streak as the format increases 19% year-to-date. All data cited in this story is compiled by Nielsen Music. In this report, Nielsen is using a 24-week period for this year, running from Jan. 4 through June 20; while last years corresponding period ran from Dec. 29, 2017, through June 14, 2018. Also, due to the fact that at mid-year 2018 Nielsen adapted different weighting for album consumption units for paid-audio streams (1,250 streams per unit), ad-supported streams and video streams (3,750 streams per unit), last years album consumption unit numbers were updated to reflect the current ratios for this story, in order to present an apples-to-apples comparison. Over the course of the next 30-plus pages, Nielsen Music has compiled all the essential learnings you need to power the rest of your 2019. And as always, wed love to hear from you to learn how we can provide more tools to prepare you for musics ever- changing landscape. Email us at musicnielsen THE FIRST HALF OF 2019 SAW A SIX-MONTH RECORD OF OVER 507 BILLION ON-DEMAND STREAMSCopyright 2017 The Nielsen Company 3 CONTENTS 2019 MID-YEAR HIGHLIGHTS 2019 MID-YEAR MOMENTS 2019 MID-YEAR CHARTS 4 6 17 Note: The term “total album equivalent consumption” describes the number of physical and digital albums that were sold and the total number of album equivalent songs from downloads and song streaming volume. For the sake of clarity, the definition of album equivalent consumption does not include listening to music on broadcast radio or digital radio broadcasts. Unless otherwise noted, all numbers are volume.4 TOTAL ALBUM EQUIVALENT CONSUMPTION (ALBUM + TEA + ON-DEMAND AUDIO/VIDEO SEA) 2019 2018 % CHG. 351.6M 304.0M +15.7% (ALBUM + TEA + ON-DEMAND AUDIO SEA) 2019 2018 % CHG. 305.2M 270.7M +12.7% * Track Equivalent Albums (TEA) ratio of 10 tracks to 1 album and Streaming Equivalent Albums (SEA) ratio of 1,500 streams to 1 album 2019 2018 % CHG. 333.5B 261.0B ON-DEMAND SONG STREAMING - AUDIO +27.8% % CHG. 2019 2018 % CHG. 174.2B 124.7B +39.6% ON-DEMAND SONG STREAMING - VIDEO (AUDIO AND VIDEO) 2019 2018 % CHG. 507.7B 385.7B +31.6% ON-DEMAND STREAMING MID-YEAR 2019 TOTAL ALBUM SALES + TEA 2019 2018 % CHG. 67.0M 84.3M -20.5% Data figures represent 1/4/2019-6/20/2019Copyright 2017 The Nielsen Company 5 ON-DEMAND SONG STREAMING - VIDEO * Track Equivalent Albums (TEA) ratio of 10 tracks to 1 album and Streaming Equivalent Albums (SEA) ratio of 1,500 streams to 1 album 2019 2018 % CHG. 32.5M 38.3M -15.1% VINYL LP SALES 2019 2018 % CHG. 7.7M 7.0M +9.6% 2019 2018 % CHG. 154.1M 207.1M -25.6% PHYSICAL ALBUM SALES (INCLUDES VINYL LP) 2019 2018 % CHG. 51.6M 63.6M -18.8% DIGITAL ALBUM SALES 2019 2018 % CHG. 19.1M 25.2M -24.4% 2019 2018 % CHG. 319.1M 265.6M +20.1% TOTAL ALBUM SALES (PHYSICAL + DIGITAL) ALBUM EQUIVALENT CONSUMPTION - DIGITAL (DIGITAL ALBUMS + TEA + ON-DEMAND AUDIO/VIDEO SEA) Data figures represent 1/4/2019-6/20/2019 CURRENT/CATALOG SHARE 36% +8.4% 38% 2019 2018 % CHG. 2019 2018 % CHG. 62% 64% +20.2%125.3M 115.6M 226.3M 188.2M6 has a unique musical DNA with its melodic interpolation of “My Favorite Things” from “The Sound of Music” as well as “Spend It” by 2 Chainz, who appears on the songs official remix. TRAP AND MUMBLE RAPS INFLUENCE CONTINUES Billie Eilishs songs, nine of which are among the 200 most-consumed songs of 2019 YTD, registered the most unique mood and style pivots of any other major pop catalogue. ON-DEMAND STREAMS YTD Ariana Grande and Billie Eilish, two of 2019s top 10 most-consumed artists, have found huge success by bucking the Mumble Rap trend with their own diverse styles of rhythmic and moody pop music. The song is also an outlier in its musical mood and style. Its Intimate mood, punctuated with Neo-Soul stylings, stood out against other trap-informed R&B and hip-hop in the Top 5. 2018s most popular music trend continued to gain ground in 2019s first half. R&B-infused Trap & Mumble Rap was still the preferred musical style at a high margin over the second favorite, Contemporary Rhythmic Pop, thanks in part to popular songs from Post Malone, Lil Nas X and DaBaby, among many others. Other leading styles this year include Contemporary Pop Power Ballad, Pop Reggaeton and Urban Contemporary. Grandes “7 Rings,” the years third most-consumed song, Her striking juxtaposition of “Intimate with Attitude“ delivery with Dark, Melancholy and sometimes even Grim moods activated an immediate and deep connection with young fans across the country. This contrasted with the mix of the more Sensual, Energetic and Defiant moods otherwise populating the Top 200. Further, Eilishs unique Art Pop style, often incorporating extensive electronic processing, stood out in contrast to the trap, contemporary pop and R&B trap crossover styles otherwise dominating in the Top 200. Copyright 2017 The Nielsen Company 7 “Shallow”s Oscar bump Not only did the 2019 Academy Awards reverse the downward ratings trend of 2018s all-time low telecast (29.6 million viewers, up 12% year-over-year), this years Oscars gave a major bump to Lady Gaga & Bradley Coopers “Shallow,” which took home the trophy for Best Original Song and sent the anthemic A Star Is Born duet to No. 1 on the Billboard Hot 100 the week ending Feb. 28 on the strength of consumption peaks across the board. FILM & TV TRACTION REPORT ELTON JOHN CATALOGS ROCKET FUEL 84% INCREASE IN CONSUMPTION of Elton Johns catalog the week ending June 6, following the May 31 release of biopic “Rocket Man.” MANY OF THE YEARS BIGGEST MUSIC MOMENTS SO FAR HAVE BEEN AIDED BY EXPOSURE IN POPULAR FILMS, DOCUMENTARIES & AWARD SHOWS AUDIENCE IMPRESSIONS at radio, YTD DIGITAL DOWNLOADS, YTD 684,000 316 MILLION ON-DEMAND SONG STREAMS, YTD 1 BILLION8 MUSIC FEATURED IN FILM & TV CONTINUED ITS UPWARD TREND FROM 2018 for Post Malone & Swae Lees “Sunflower,” the week ending Jan. 10, thanks to the holiday box office success of “Spider Man: Into The Spider-Verse” 731,000 ALBUM EQUIVALENT UNITS OF BEYONCS HOMECOMING, the surprise soundtrack to her Netflix documentary, during its abbreviated release week ending April 27 17% LIFT IN BOTH U.S. STREAMS (TO 47.6 MILLION) AND RADIO AUDIENCE LISTENERSHIP (TO 60.8. MILLION) NUMBER OF ALBUMS Queen has sold YTD, more than any other artist this year, driven by the February VOD release of hit biopic “Bohemian Rhapsody” 38,000MANY OF THE YEARS MOST-CONSUMED SONGS AND ALBUMS HAD ROOTS ON SCREENS BIG AND SMALLCopyright 2017 The Nielsen Company 9 Controversial documentaries on Michael Jackson (HBOs “Leaving Neverland”) and R. Kelly (Lifetimes “Surviving R. Kelly”) led to select consumption gains for each artist Jacksons on-demand streams are up 41% YTD year-over-year, while R. Kellys on-demand streams are up 13% 683% 33% SPIKE IN ON-DEMAND STREAMS of rapper Ja Rules songs during the first half of 2019 vs. the same period in 2018 after his appearance in two documentaries on fallout from the 2017 Fyre Festival INCREASE IN CONSUMPTION OF ARETHA FRANKLINS GOSPEL GREATS COMPILATION, following the wide theatrical release of the singers concert documentary “Amazing Grace” on April 12 SPIKE IN CONSUMPTION OF MTLEY CRES catalog during the week ending March 28, following the March 22 premiere of Netflix biopic “The Dirt,” including 30.4 million on-demand song streams 16% 41% + 13%10 216 MILLION ON-DEMAND STREAMS YTD for the bilingual remix of Daddy Yankees “Con Calma” featuring Katy Perry26 MILLION ON-DEMAND STREAMS for Natti Natashas “Me Gusta” 14 MILLION ON-DEMAND STREAMS YTD for Madonnas “Medellin” featuring Maluma GLOBAL POP EXPANDS EQUIVALENT ALBUM UNITS EARNED for BTS Map of the Soul: Persona during the week ending April 12, a career best for the K-pop group 230,000 125 MILLION YTD STREAMS for BTS and Halseys “Boy With Luv,” which the artists performed at the Billboard Music Awards on May 1 18.6 MILLION FIRST-WEEK ON-DEMAND STREAMS for BLACKPINKs “Kill This Love,” which broke the bands own record for highest-charting single by a K-Pop girl group on the Billboard Hot 100, during the week ending April 20 LATINS FEMALE POWER The Latin genre saw continued growth in the first half of 2019 with a flurry of pop hits from female artists on Billboards Hot Latin Songs chart. This included several crossover singles featuring English-language pop stars. After achieving record consumption in 2018, K-Pop reached a new critical mass this year thanks to new releases from supergroups BTS and BLACKPINK. Maluma and Madonna at the 2019 Billboard Music Awards at MGM Grand Garden Arena Las Vegas, Nevada. (Photo by Kevin Winter/Getty Images for dcp)Copyright 2017 The Nielsen Company 11 EQUIVALENT ALBUM UNITS EARNED for BTS Map of the Soul: Persona during the week ending April 12, a career best for the K-pop group YTD STREAMS for BTS and Halseys “Boy With Luv,” which the artists performed at the Billboard Music Awards on May 1 FIRST-WEEK ON-DEMAND STREAMS for BLACKPINKs “Kill This Love,” which broke the bands own record for highest-charting single by a K-Pop girl group on the Billboard Hot 100, during the week ending April 20 “Baby Shark,” a nursery rhyme whose origins date back decades, charted for the first time in January, after a video by South Korean educational brand Pinkfong sparked a viral dance challenge. Views for the clip on YouTube helped the song debut at No. 32 on the Billboard Hot 100, where its spent 20 weeks with 395 million on-demand video streams YTD. MARSHMELLO X FORTNITE BY THE NUMBERS The DJ/producers Feb. 2 in-game concert on popular live-streamed game “Fortnite” led to major gains in the artists catalog. “BABY SHARK” TAKES A BITE OUT OF VIDEO STREAMS GAMING GAINS LENGTH SPENT AT NO. 1 on Billboards Hot Dance Songs by Marshmello & Bastilles “Happier” 13,000 316% SALES INCREASE for Marshmellos album Joytime II in the week following his “Fortnite” appearance 40 WEEKS EQUIVALENT UNITS EARNED of Marshmello: Fortnite Extended Set in its debut week, during the week ending Feb. 7, Marshmellos largest sales week to date12 No emerging app helped break more songs in 2019 than TikTok (formerly Musical.ly), with a global reach of 500 million users tuning into its short-form video clips. 8.8 MILLION U.S. STREAMS for the song the week ending March 7, when “Old Town Road” debuted at No. 83 on the Billboard Hot 100 fueled by the TikTok viral challenge “OLD TOWN ROAD”: BY THE NUMBERS 1.3 BILLION TOTAL ON-DEMAND STREAMS YTD for “Old Town Road,” making it the years most-consumed song 7.4 MILLION YTD AUDIENCE AT COUNTRY RADIO, where the song has picked up listeners for its popular remix featuring Billy Ray Cyrus Ava Max, “Sweet But Psycho” TikToks “Sweet But Psycho” Challenge310 MILLION on-demand streams YTD 1.3 BILLION total airplay audience Joji, “Slow Dancing In The Dark” TikToks “Microwave Challenge” 165 MILLION on-demand streams YTD 650,000 total airplay audience TIKTOK: MUSICS NEW HITMAKER OTHER TIKTOK HITS:Copyright 2017 The Nielsen Company 13 FEMALE ARTISTS MADE A STRONG SHOWING IN COUNTRY AIRPLAY DURING THE FIRST HALF OF 2019, FOLLOWING AN ALL-TIME LOW TURNOUT ON BILLBOARDS COUNTRY AIRPLAY CHART IN DECEMBER 2018. COUNTRYS GIRL GROWTH 538 MILLION TOTAL AUDIENCE AT COUNTRY RADIO for Kelsea Ballerinis “Miss Me More,” the years second most consumed song by a country female solo artist 414 MILLION TOTAL AUDIENCE AT COUNTRY RADIO for Carrie Underwoods “Love Wins,” the years third most consumed song by a country female solo artist 58 MILLION TOTAL AUDIENCE AT COUNTRY RADIO for Kacey Musgraves “Rainbow,” which was released to the format on Feb. 11, the day after the singer took home the 2019 Grammy for Album of the Year14 Record Store Day 2019 scored an all-time high for the 12-year-old retail event, with a record 827,000 vinyl albums sold industry-wide during the week ending April 18. This years haul was up 12.8% compared to vinyl album sales during the previous one-week high from Record Store Day week 2018, when 733,000 vinyl albums were sold in the week ending April 26, 2018. Not only was Record Store Day week the third-highest on record for vinyl sales since Nielsen Music began tracking the format in 1991, it was also the biggest week ever for independent retailers, with 633,000 vinyl albums sold at indie stores, a 16% increase from the same period in 2018 (533,000 albums.) The historic total for indie retailers was buoyed by exclusive pressings of albums by iconic rock acts, led by the Grateful Dead (Warfield: San Francisco, California, October 9th, 1980 / October 10th, 1980), Bob Dylan (Blood On The Tracks: Test Pressing), Green Day (Green Day Live! Woodstock 1994), Greta Van Fleet (From the Fires) and Pink Floyd (A Saucerful of Secrets). RECORD STORE DAY 9.6% 7.7 MILLION YTD INCREASE IN VINYL SALES during the first six months of 2019, to 7.7 million units 23% VINYL LPS YTD share of physical album sales VINYL ALBUMS sold at independent stores during Record Store Day 2019, the biggest week ever for indie retailersCopyright 2017 The Nielsen Company 15 LANDMARK RELEASES FROM TAYLOR SWIFT, BEYONC AND PRINCE HIGHLIGHT SHIFTS IN EXCLUSIVITYBeyoncs Lemonade, a streaming exclusive with Tidal upon its release in 2016, became available on Spotify and Apple Music to celebrate its three-year anniversary on April 23. The set re-entered the Billboard 200 at No. 9 during the week ending April 25, with album-equivalent sales of 30,000 copies. Taylor Swifts single “ME!” (featuring Brandon Urie) marked the start of album cycle for the singers upcoming album Lover, out August 23. The song surged from No. 100 to No. 2 on the Billboard Hot 100 the week ending May 2, with on-demand streams of 50.7 million. Prince proved to be one of the few artists still experimenting with streaming windows with the June 7 release of previously unreleased demo collection The Originals, which collected over 1 million combined on-demand streams during its