Nielsen posted interesting observations derived from a study of streaming activity for the week ending November 9. In that week, for the first time in the 10 years that Nielsen has been tracking online audio, more than 4-billion streams were consumed. Video streams also broke a record, surpassing 2-billion.
Nielsen followed the flow of stream activity following Taylor Swift’s much-publicized exit from Spotify. Nielsen noted that as Taylor Swift Spotify streams plunged following her rejection of that service, YouTube streams of her music shot upward correspondingly.
Interestingly, most of the 4-billion audio streams for the week of November 9 were on-demand (in platforms like Spotify) — 3.9-billion of them.