What Spotify and YouTube’s Billions Playlists Tell Us About Streaming Trapital

Today's episode is a two-parter. Part 1 is on Spotify and YouTube’s billion streams and views playlists. After reviewing both lists, there’s a lot to learn about the streaming era and the strategy for both platforms respectively. I broke it all down with Tati Cirsiano, a music analyst at MIDiA Research.
Spotify’s list is more reflective of passive consumption. Spotify’s top-performing songs are more correlated with radio hits than YouTube, which is a more active consumption experience.
YouTube’s Billion Views Club has more international stars than Spotify. With streaming continuing to grow across the world and plateauing in the United States, YouTube’s list more reflects future music consumption. 
Part 2 is with Glenn Peoples from Billboard. We talk about its new Global Music Index that takes the publicly traded stocks from the biggest music companies in music to give an overall picture of stock performance for the industry. 
Here’s everything Tati, Glenn, and I covered on the show:
[3:03] Immediate takeaways from each Billions Club playlists
[5:15] How “meme traffic” impacted both platforms
[9:37] Passive consumption vs. active consumption
[12:11] International differences between Spotify and YouTube
[14:57] The Justin Bieber conundrum 
[16:36] How Spotify and YouTube enable fragmentation of fandom
[21:26] Gym-going and seasonality’s impact on streaming numbers
[26:14] Short-form videos eventual effect on YouTube streaming
[27:55] YouTube vs. Spotify competition intensifying 
[35:58] MIDiA’s upcoming predictions report
[38:33] What % of the Global Music index Spotify takes up
[39:23] Why music industry stocks fell further than the overall market
[46:25] Streaming platforms increasing prices
[50:22] What goes into calculating Average Revenue Per User for Spotify
[55:23] Spotify’s podcast strategy & acquisitions
[59:18] How much of Trapital’s audience comes from Spotify
[1:02:53] Why TikTok should launch it’s own streaming service
[1:09:39] What Glenn expects 2023 to look like

Listen: Apple Podcasts | Spotify | SoundCloud | Stitcher | Overcast | Amazon | Google Podcasts | Pocket Casts | RSS

Host: Dan Runcie, @RuncieDan, trapital.co
Guests: Tati Cirisano, @tatianacirisano, Glenn Peoples, @theglennpeoples
 
Download The Culture Report here: https://trapital.ck.page/a23b7a6a4a
Sponsors:
MoonPay is the leader in web3 infrastructure. They have partnered with Timbaland, Snoop Dogg, and many more. To learn more, visit moonpay.com/trapital
Enjoy this podcast? Rate and review the podcast here! ratethispodcast.com/trapital
Trapital is home for the business of hip-hop. Gain the latest insights from hip-hop’s biggest players by reading Trapital’s free weekly memo.

TRANSCRIPTION
[00:00:00] Tatiana Cirisano: Spotify's list is more of an accurate reflection of what the passive majority listens to, whereas YouTube is more of a reflection of what people are actively fans of and actively engaging, which is interesting because that was a question that we asked in our last episode where we were like, how do we measure, like, what are new ways to measure consumption? And I said, well, it'd be interesting if we could actually measure, you know, active consumption versus passive. And now here I'm looking at these two lists, I was like, oh, this is actually potentially an example of that.
[00:00:37] Dan Runcie: Hey, welcome to The Trapital podcast. I'm your host and the founder of Trapital, Dan Runcie. This podcast is your place to gain insights from executives in music, media, entertainment, and more, who are taking hip-hop culture to the next level. 
[00:00:57] Dan Runcie: Today's episode is a two-parter. We normally don't do two-parters, but these topics were so closely linked, it made perfect sense, so we had to do it. The first part of this episode is a conversation I had with Tati Cirisano from MIDiA Research, and we talked about the Billions Clubs. Spotify and YouTube both have their respective playl