Back in January, we blogged about the amazing statistical and cultural shocker that occurred last year: old music outsold new music for the first time in history, in spite of the release of a hugely popular Adele album. According to Nielsen data, all sales categories slipped in 2015, but in most, catalog fared better than current product, even though there were many strong pop hits during the year.
We dug deeper into the numbers and posited the theory that the Beatles may have had an outsized influence on last year’s music sales. The Fab Four’s foray into streaming started late in the year on December 24th, but clearly disrupted the usual streaming patterns.
But that was just the beginning.
Spotify released a truly amazing infographic the other day, showing the impact of the first 100 days of Beatles music becoming available on their platform. There was more streaming from those lovable mop tops from Liverpool than for contemporary icons like Ed Sheeran and Ariana Grande.
The numbers are truly spectacular, but a few jumped out at me. Two-thirds of Beatles “streamies” worldwide on Spotify are men. And in the UK, two-thirds are under 35. That speaks to not just the widespread appeal of the Beatles, but also their ability to connect with young people. That’s a phenomenon that goes a long way toward explaining the reason why Classic Rock is a prime choice among Millennials in both Nielsen’s PPM and diary methodologies. It may be counterintuitive, but youth embraces “old school” when it’s considered to be authentic and the real deal. (Bernie Sanders?)
It’s also of interest that the country where Beatles’ streaming is highest is the US, followed by the UK. While of course the British Invasion started “over there,” its impact on America has shaped musical and cultural trends for decades.
But the fact that more than 4 million Spotify playlists have contained the Fab Four is a tribute to their “big tent” appeal. That’s what drives cume on the radio, not to mention the Beatles continuing to generate buzz.
It makes you wonder how many Classic Rock morning shows will be talking about the Beatles this week. After just 100 days of streaming, the Beatles continue to impact the music scene in much the same way they did more than five decades ago.
Interestingly, many Classic Rock and Classic Hits stations have cut back on or dropped the Beatles altogether on the premise that ’60s music is no longer the musical elixir that wins over 25-54 year-olds. The data heads at Spotify might have something to say about that.
And I’m sure that after reading the infographic, programmers everywhere will note of the quirky and serendipitous coincidence that Thursday is the biggest day for Beatles streaming – coincidentally the most important day in the diary methodology, and right up there in metered markets, too.
So are we going to hear a Thursday Beatles A-to-Z on a few stations, or Fab FourPlays every Thursday at 5pm on a whole lot of them?
Just wondering.
Thanks to the “Fifth Beatle,” Steve Goldstein.
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Improved headline: The Beatles-From Screaming Fans To Streaming Fans
Now why didn’t I think of that? (I will steal your great line for upcoming tweets!)
Do we know the most streamed songs??
1. Here Comes The Sun
2. Come Together
Just guessing but I’d love to know.
Ted, your old PD instincts are good – it’s right on the infographic. You’ve got the first two right, followed by “Let It Be” and “Yesterday.” Thanks for the note.
I wonder how The Rolling Stones compare to those numbers.
I’m sure they’re back in the pack. The Beatles are aided by all their catalog being available at once after it not being available. That’s a lot of pent up demand as the data indicates.
This just solidifies what I’ve known all along…and it’s the reason WHY I began to host, write & produce my “Beatles Weekly” Syndicated radio show!
The Passion for this band far surpasses any other artist or group…and in my opinion, EVERY classic hits, classic rock & nostalgia format should air SOME KIND of Beatles special show every week!!!
(and if it were Beatles Weekly, even better…better…better…better)
🙂