12. 2020 MRC Data Year-End Report in collaboration with Billboard: The powerful role of music in consumers’ lives and the increase of audio streaming. In conversation with Helena Kosinski, VP Global at MRC Data.

12. 2020 MRC Data Year-End Report in collaboration with Billboard: The powerful role of music in consumers’ lives and the increase of audio streaming. In conversation with Helena Kosinski, VP Global at MRC Data.

2020 MRC Data Year-End Report in collaboration with Billboard. The impact of COVID-19 on consumption and streaming trends-Helena Kosinski

Episode 12: In conversation with Helena Kosinski, VP Global, MRC Data.

2020 MRC Data Year-End Report in collaboration with Billboard:

The impact of COVID-19 on consumption and streaming trends.

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My guest today is my dear friend Helena Kosinski. We met for the first time in March 2018 when I contacted her at Nielsen Music to commission SYB’s study “The hidden value in music for business.”

In Jan 2020 Nielsen Music was acquired by MRC, and today Helena is VP at MRC Data focusing on business development and data sharing of the global music business. For more than two decades, Nielsen Music/MRC Data’s consumer research, sales, streaming and airplay data have been a trusted source for the Billboard charts. Helena has been a part of their journey for over 11 years and before that she was working at PRS Music in London.

Helena has studied Music at Cardiff University. She is an active speaker at MIDEM, NY:Lon Connect, Music Matters and Women in Music.

In this episode, Helena and I discuss the ins and outs of MRC Data’s 2020 U.S. Year-End report which provides an overview of the music industry’s leading trends, data and insights from the past 12 months. The report is in collaboration with Billboard and outlines the powerful role music continues to play in consumers’ lives.

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MRC Data | Billboard | Audio Stream | Music Industry

SOUNDBITES

#1 Key take away – MRC at MIDEM: “The impact of Covid-19 on Music: Search for the New”. (02:40)  
#2 Consumers’ interest in virtual concerts. (08:43)
#3 Key take away – MRC Data’s 2020 U.S. Year-End report.(18:55)
#4 Billboard and MRC launch two new global music charts; ‘Billboard Global 200′ and the ‘Billboard Global Excl. US’. (26:27)
#5 The top US genre of 2020: a comfortable, escapist space, and a wave of nostalgia during Covid-19. (30:26)
#6 2021 Music industry trends & the future of music. (33:42)
#7 Helena Kosinski’s successful journey in the music business and career advice. (40:34)
#8 Music x Brands: music marketing opportunities. (50:58)

MRC at MIDEM: “The impact of Covid-19 on Music: Search for the New.

Helena Kosinski: "Then continuing to use different types of streaming services. On the film and TV side that's seen the biggest increase was Netflix and Disney plus launched".

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Consumers’ interest in virtual concerts.

Helena Kosinski: "Firstly, are virtual concerts popular? Yes they are. Are they mainstream? No, I wouldn't say that".

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MRC Data’s 2020 U.S. Year-End report.

Helena Kosinski: "A couple of platforms out there, but the biggest one that everyone will know is TickTok and in 2020 we saw a massive rise in the use

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Billboard and MRC launch two new global music charts; ‘Billboard Global 200’ and the ‘Billboard Global Excl. US’.

Helena Kosinski: "Last year billboard launched two new global charts, one global 200 song charts and then one global excluding the US".

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The top US genre of 2020: a comfortable, escapist space, and a wave of nostalgia during Covid-19.

Helena Kosinski: "The rise in nostalgia and comfort genres is the type of music that people wanted to listen to".

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Music & Brands music marketing opportunities.

Helena Kosinski: "I think music allows the brands to access consumers that otherwise can be hard to reach".

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2021 Music industry trends & the future of music.

Helena Kosinski: "What we've really noticed is the rise in music and listening to music from Africa"

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MRC Data’s 2020 U.S. Year-End Report, presented for the first time in collaboration with Billboard, reveals that total audio consumption overcame significant behavioral changes in 2020 and grew 11.6% over the year prior.

Before the world shut down, audio streaming was growing steadily through early March, up 20% over the same period in 2019, while total audio consumption (which includes album sales) was up 15% in the first 10 weeks of the year. Despite a 5.7% decline during the first eight weeks of lockdown, on-demand audio consumption rebounded throughout the remainder of the year and finished 2020 with a 17% increase year-over-year — to a record 872.6 billion streams. For full-year 2020, total audio consumption was up 11.6% to 756.8 million album equivalent units.

Vinyl also completed its 15-year growth streak and broke the milestone for the format’s biggest sales week since MRC Data began electronically tracking vinyl in 1991. Record Store Day’s Black Friday 2020 event helped sell 1.253 million albums the week ending Dec. 3, while holiday shopping led to a record total of 1.841 million vinyl albums sold in the week ending Dec. 24 (up 27.5% from the previous week).

On the artist front, The Weeknd, Lil Baby, and Taylor Swift highlighted a year of music-listening milestones with the most-played song at radio (“Blinding Lights”), most-popular album (My Turn), and best-selling album (folklore).

Download the report to discover so much more about 2020 including:

  • Uncover how diverse musical tastes (and consumption methods) can be across Japan, Germany, France, Italy, and the UK
  • The impact of COVID-19 on consumption and streaming trends
  • What are the top genres, trends, artists and songs that defied the odds of 2020
  • Impact of live-streaming, social media, K-Pop and award shows on the 2020’s music scene 
  • The year in charts across different genres and formats