How understanding your streaming data can grow your music career
Get to know what data is available on which streaming platforms, and learn how you can access it to help your overall game plan.
Digital music streaming isn’t so much the future of music as it is the very real present. The way the industry works has shifted to align with creator and consumer behaviours as a result, making digital streaming a top priority. If you’re an independent artist who has their music on streaming platforms, but isn’t taking notice of their streaming data – we’ve got you.
Sharing your music with the world is one thing, but using the data and insights given to you by streaming platforms is a step towards greater control. The way a large portion of listeners consume music on streaming platforms, like Spotify or Apple Music, is passive. This results in unengaged audiences that may well skip your tracks if they are offered to them on algorithm-served plates. Don’t be a passive artist in return. Combat this disinterest by harnessing your streaming data, targeting your true audience, and ensuring greater engagement and more meaningful connections with your fans.
Knowing where to start can be challenging, and plumbing the depths of your data may feel daunting. We’re here to explain why you need to undergo this task, how and where you can access your data, and how you can apply these insights to your flourishing career as an independent artist.
Why does streaming data matter?
Streaming platforms like Spotify, Apple Music, and Amazon Music offer more than just a space to share your music. They also provide a wealth of data that can help you better understand your audience. Metrics like total streams, listener demographics, and playlist placements give you insight into how your music is performing and where you can focus your efforts.
For an independent artist, this data is a goldmine of information. It tells you which songs resonate with listeners, where your audience is located, and how they discover your music. With this information, you can refine your marketing, plan tours, and even tailor your sound to what your fans love.
This is so important for busy artists, as it means less time wasted on untargeted efforts that yield little results. The more focused your strategy is, the less shooting in the dark you end up doing. Analytics and data insights are the key to this focus, and can unlock a much more effective approach to the way you share your music.
Targeting the right audience
One of the biggest advantages of tracking your streaming data is being able to identify who your fans are. Many platforms provide demographic information, including age, location, and gender. This helps you create more targeted marketing campaigns. For example, if you notice a strong following in a particular city or country, you could plan a show or release region-specific content.
Improving your strategy
Streaming data can also tell you which songs are performing best and why. Are your listeners responding to a particular style or genre? Are certain tracks getting more playlist placements? Use this knowledge to guide your creative decisions. You may even find opportunities to collaborate with artists in the same niche, based on shared listener data.
Which platforms provide streaming data?
The analytics and data you can access vary from platform to platform. Here are the major players, and the type of data and analytics they offer.
Spotify for Artists
Spotify is one of the leading streaming platforms, and its Spotify for Artists feature offers in-depth insights. You can access data on total streams, monthly listeners, and follower growth. It also gives you information on listener demographics and even real-time stats for newly released tracks. Additionally, Spotify lets you see how listeners are discovering your music, whether through playlists, search, or recommendations.
Apple Music for Artists
Apple Music provides its own analytics platform – Apple Music for Artists, offering similar insights into streams, song purchases, and listener demographics. It also shows trends, such as where your music is gaining traction geographically. This helps artists plan tours and release strategies around areas where their music is popular. To find out how to get artist access on Apple Music check out our comprehensive guide.
Amazon Music for Artists
Amazon Music’s analytics platform offers similar data to the others, with a focus on how fans engage with your music through voice commands on Alexa devices. This data can help you better understand how people are accessing your music in their daily lives.
Pandora AMP
Despite Pandora only being available to listeners in the United States, artists all around the globe can upload to Pandora and can sign up to Pandora AMP. Here, you can access a host of insights and content creation tools, as well as options for customising your profile. Before you can access your data on Pandora, you’ll need to claim your profile. If you distribute through RouteNote, here’s how you can claim your artist page.
How to use the data to your advantage
Data isn’t just about the numbers – it’s about storytelling. By understanding your audience, you can craft a stronger brand that resonates with fans. For example, if you know a large portion of your listeners are in their 20s and based in Scotland, you can create content that appeals to this group. You might release social media campaigns or merchandise that reflects their interests.
Additionally, if you notice one song has a significantly higher engagement rate, you can use that track as the foundation for future releases or create similar music that will appeal to your audience.
Here are some examples of how you can turn your streaming data into considered actions:
- Select Setlist Tracks: Use data to determine which songs are most popular with your audience, ensuring you include them in your live performances.
- Target Radio Promotions: Identify tracks that resonate well with listeners and share these with local radio stations for airplay.
- Focus on Social Media Content: Create posts and videos around your most streamed tracks to engage your audience on social media platforms.
- Plan Marketing Campaigns: Develop targeted advertising campaigns based on your listener demographics and geographic trends to reach the right audience.
- Tailor Merchandise Offers: Design and promote merchandise related to your top-performing songs or albums, capitalising on fan interest.
- Schedule Tours Strategically: Plan your tour stops in cities where you have a strong listener base to maximise attendance and engagement.
- Collaborate with Other Artists: Use audience overlap data to find potential collaborators who share a similar fanbase, broadening your reach.
Summing up
Understanding your streaming data and metrics isn’t just a bonus—it’s essential for growing your music career. By learning how to interpret and apply this data, you can better connect with your audience, make informed decisions, and build a sustainable career in today’s competitive music industry.
Start claiming your artist profiles, get access to your analytics and data, and start using those insights to unlock greater opportunities for growth!