Meltwater Pulse Spotify Q3 2014

Transcription

1 Meltwater Pulse Spotify Q3 2014

2 Table of Contents 1 Executive Summary 2 Communications Performance PR ROI Media exposure Reach Geographical spread 3 Competitor Analysis Benchmark Summary Rankings Share of Voice by Reach Share of Voice by Volume Sentiment/Net Tonality Top Publications Ad Value Sentiment/Net Tonality 4 Appendix KPI Definitions

3 Executive Summary

4 Executive Summary Overall media coverage and reach was down for Spotify in Q3, but this is to be expected after Q2 was filled with international launches and product upgrades. Pandora continues to garner the most media attention in the space, and after a spike in early 2014 for Beats Music, largely due to the acquisition of Beats by Apple, Spotify regained the number two position in the space. The sentiment toward Spotify remains positive, although slightly down, and the most far reaching news stories were down to reports of a failed acquisition offer from Google, and the Summer Top Ten list, that was a hugely popular release in late August.

5 Communications Performance

6 Communications Performance Summary Company Date Range Mentions Reach Score Ad Value Spotify 1 July - 30 September 7, B 16.0 $1,729,359,987 Mentions Number of articles for the date range Reach Circulation/Impression numbers based on data from ComScore. Measure of potential audience. NTS Net Tonality Score - Calculated by subtracting the percentage of negative articles from the percentage of positive articles (based on reach). Ad Value An estimation of publicity value calculated by multiplying reach by an industry standard formula.

7 Public Relations ROI Quarterly Comparison Ad Value Q3 $1,729,359,987 Compared to Q2 -$771,257,618 # Articles Q3 7,419 Compared to Q % Potential Audience Q3 186M Compared to Q % 10K 7.5K 5K 2.5K 0K Net Tonality Score Q Compared to Q2-6.9 Number of Outlets Q3 3,016 Compared to Q % Q2 Q3 Number of Articles

8 Media Exposure This chart shows the number of hits per day for Q3 for Spotify. The y-axis is number of hits and the x- axis is date. This spike in coverage around 23 September was down to a positive news story regarding the uptake of Spotify in Latin America, and the launch of a Spotify office in Buenos Aires. Many of these articles were Spanish language articles which had a huge impact on the brand in South America Jul 3 Jul 10 Jul 17 Jul 24 Jul 31 Aug 7 Aug 14 Aug 21 Aug 28 Sep 4 Sep 11 Sep 18 Sep 25 Oct 2 2 The second most published story was on a report of a failed acquisition of Spotify by Google. Although this didn t reach as many outlets as the above, it had the most reach of any story in Q3.

9 Media Exposure This chart shows the media exposure from Q2 to Q3 by month. The y-axis is number of hits and the x-axis is date April May June July August September Previous Quarter Current Quarter

10 Potential Reach 45B 1 40B 35B 30B This chart shows the daily cumulative reach of articles for Q3 for Spotify. The y-axis is reach and the x-axis is date. 25B 20B 2 1 The spike in Potential Reach on 24 July was down to a report that Google had failed in a bid to purchase Spotify, reported in many high-powered publications. 15B 10B 5B 2 The spike in Potential Reach in early September was largely caused to a release that documented the Top 10 streamed tracks of the Summer on Spotify, featuring songs by Calvin Harris and Ed Sheeran. 0B Jul 4 Jul 12 Jul 20 Jul 28 Aug 5 Aug 13 Aug 21 Aug 29 Sep 6 Sep 14 Sep 22 Sep 30

11 Potential Reach 4000M 3500M 3000M This chart shows the monthly cumulative reach of articles for Q2 and Q3 for Spotify. The y-axis is reach and the x-axis is date. 2500M 2000M 1500M 1000M 500M 0M April May June July August September Previous Quarter Current Quarter

12 Geographical Spread - Spotify United States Spain Germany United Kingdom Sweden France Mexico Italy Brazil Canada 0K 1K 2K 3K 4K The maps shows the countries in which content was picked up in Q3. The darker colors signal more coverage and the lighter colors less. Previous Quarter Current Quarter The bar chart shows the top 10 countries for Q3 compared with Q2.

13 Top Publications by Mentions Outlet/Publication Mentions Circulation: Potential Viewership Ad Value Tech Investor News 143 1,199,147,760 $11,092,117 エキサイト 27 10,872,299,680 $100,568,772 This table shows the top 10 publications by article volume for Q3. ニコニコニュース 24 8,765,827,511 $81,083,904 Yahoo! Finance 16 19,983,758,037 $184,849,762 Yahoo! News 11 10,575,907,632 $97,827,146 Yahoo News (FR) 10 1,277,898,930 $11,820,565 CHIP 7 1,908,409,077 $17,652,784 Investing & Stock Research - Businessweek 5 825,704,712 $7,637,769 ABCNews.com 6 1,976,689,560 $18,284,378 MSN Latinoamérica 1 1,274,215,400 $11,786,492

14 Top Publications by Ad Value Outlet/Publication Mentions Circulation: Potential Viewership Ad Value Yahoo! Finance 16 19,983,758,037 $184,849,762 エキサイト 27 10,872,299,680 $100,568,772 This table shows the top 10 publications by Ad Value for Q3. Yahoo! News 11 10,575,907,632 $97,827,146 ニコニコニュース 24 8,765,827,511 $81,083,904 ABCNews.com 6 1,976,689,560 $18,284,378 CHIP 7 1,908,409,077 $17,652,784 Yahoo News (FR) 10 1,277,898,930 $11,820,565 MSN Latinoamérica 1 1,274,215,400 $11,786,492 Tech Investor News 143 1,199,147,760 $11,092,117 Investing & Stock Research - Businessweek 5 825,704,712 $7,637,769

15 Sentiment Analysis The donut chart shows Q3 coverage broken down by sentiment. Net Tonality Score The number in the middle of the donut shows the net tonality score which is the % of positive articles minus the % of negative articles. The bar chart on shows the positive and negative articles per month. The y-axis is hits and the x-axis is date -400 July August September Negative Neutral Positive

16 Competitor Analysis

17 Competitive Benchmark Summary Company Mentions Reach Net Tonality Ad Value SOV Beats Music 1, B 12.1 $247,369, % Pandora 6, B 5.8 $2,997,838, % Spotify 7, B 16.0 $1,729,359, % Industry Avg. 5, B 11.3 $1,658,189, %

18 Rankings Reach Audience reached by rank order. Rank Company Reach Net Tonality Positive/Negative tonality of audience by rank order. Rank Company Score Share of Voice Share of Audience reached by rank order. Rank Company SOV 1 Pandora 324.1B 1 Spotify Pandora 60.26% 2 Spotify 187.0B 2 Beats Music Spotify 34.76% 3 Beats Music 26.7B 3 Pandora Beats Music 4.97%

19 Media Exposure 7K 6K 5K 4K 3K This chart shows the total number of articles for Q3 for Spotify, Beats Music and Pandora. The y-axis is hits and the x-axis is company 2K 1K 0K Spotify Beats Music Pandora

20 Media Exposure July August September This chart shows the total number of articles per month for Spotify, Beats Music and Pandora. The y-axis is hits and the x-axis is month split by company Spotify Beats Music Pandora

21 Reach 300B 250B 200B This chart shows the total reach of articles for Q3 for Spotify, Beats Music and Pandora. The y-axis is reach and the x-axis is company. 150B 100B 50B 0B Spotify Beats Music Pandora

22 Reach July August September 140B 120B 100B 80B This chart shows the total reach of articles per month for Q3 for Spotify, Beats Music and Pandora. The y-axis is reach and the x-axis is month split by company. 60B 40B 20B 0B Spotify Beats Music Pandora

23 Share of Voice by Volume Beats Music 10.9% This donut shows the share of voice for Q3 based on article volume. Spotify 48.6% Pandora 40.5%

24 Share of Voice by Reach Spotify 34.8% Beats Music 5.0% This donut shows the share of voice for Q3 based on total reach. Pandora 60.3%

25 Sentiment Analysis by Volume 7K 6K 5K 4K Q3 This chart shows the number of positive, neutral and negative articles for Spotify, Beats Music and Pandora for Q3. The y-axis is hits and the x-axis is company. 3K 2K 1K 0K Beats Music Pandora Spotify Negative Mentions Neutral Mentions Positive Mentions

26 Sentiment Analysis by Reach 300B 250B 200B This chart shows the reach of the positive, neutral and negative articles for Spotify, Beats Music and Pandora for Q3. The y-axis is reach and the x-axis is company. 150B 100B 50B 0B Beats Music Pandora Spotify Negative Reach Neutral Reach Positive Reach

27 Appendix