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Spotify Hits Buzz Score High, Pandora & iHeart Radio Leading

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Fri, 10/06/2016 - 02:43
Ted Marzilli

Spotify’s recently revamped family plan seems to have contributed to the streaming music service hitting its highest perception mark, yet it remains behind both leader Pandora and a growing iHeart Radio.

Spotify’s perception levels jumped 50% since mid-May, when it lowered the family plan’s price to $14.99, including six individual accounts, as well as being part of T-Mobile newly-unveiled “Binge On” program. The change seems to be coaxing more potential customers too: they went from 12% of all adults 18 and over considering visiting the site to 15% over the past three weeks.

However, category perception leader Pandora has been experiencing a respectable uptick of its own over these past several weeks solidifying its position. The timing coincided with two major pieces of company news: 1) the forthcoming launch of an on-demand subscription service to compete with Spotify, and 2) in mid-May, Ira Glass cut a deal for Pandora to carry his popular “This American Life” show. Like Spotify, Pandora inched up a couple of percentage points in site visit consideration, moving from 27% to 29%.

Also in the thick of the rivalry is iHeart Radio, which announced in May it picked up 5 million new registered users since the beginning of the year, totaling 85 million (compared to Pandora’s 250 million and Spotify’s 100 million). While being 15 million users short of Spotify, iHeart Radio has remained just ahead of Spotify’s perception levels and is now tied with them with Spotify’s recent mini-surge.

iHeartRadio, Pandora and Spotify were measured usingYouGov BrandIndex’s Buzz score, which asks respondents “If you've heard anything about the brand in the last two weeks, through advertising, news or word of mouth, was it positive or negative?”

YouGov BrandIndex’s Buzz score can range from 100 to -100 with a zero score equaling a neutral position.

Examining Buzz score growth from January 1, 2013 through June 8, 2016:

Examining Buzz score growth from January 1, 2013 through June 8, 2016:

  • Pandora: 22 to 29.
  • iHeartRadio 9 to 15.
  • Spotify: 6 to 15.
Buzz: Spotify, Pandora, iHeartRadio
Buzz: Spotify, Pandora, iHeartRadio
Consideration: Spotify, Pandora, iHeartRadio
Consideration: Spotify, Pandora, iHeartRadio
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