How Music Charts

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It’s Excursion Thursday, we’re teleporting to Tokyo, Japan, where local music matters for Spotify and Instagram, but not so much for Shazam and YouTube. What does that say about public and private listening habits in Tokyo? @chartmetric #excursionthursday #musicindustry #business #data #nerdout #analysis

Show Notes

  • Highlights
    • It’s Excursion Thursday, we’re teleporting to Tokyo, Japan, where local music matters for Spotify and Instagram, but not for Shazam. What does that say about public and private listening habits in Tokyo?
  • Mission   
    • Good morning, it’s Jason here at Chartmetric with your 3-minute Data Dump where we upload charts, artists and playlists into your brain so you can stay up on the latest in the music data world.
  • Date
    • This is your Data Dump for Thursday, May 30th, 2019.
  • Excursion Thursday:
    • As Japan’s capital and the world’s largest city with a population of around 38 million, Tokyo is the heart of the No. 2 music market in the world.
    • Despite streaming’s rescue of the global music industry from a $14.6B decline in global revenue since the 2000s, a lot of Japanese simply don’t care as 71% of their local recorded music revenue in 2018 came from physical sales.
    • Along with their love of physical music goods, Japan’s consumer base also remains faithful to its local artists. According to Ichiro Asatsuma, Chairman of Fujipacific Music., the breakdown of the country’s physical sales is typically 85-90% Japanese repertoire and 10-15% international.
    • Now how does this percentage distribution hold up in Tokyo’s digital market? 
    • Looking at Top Artists by Spotify Monthly Listeners in the past month, 18 of the top 25 are Japanese, and by recent Instagram Followers, 15 of the Top 25 Artists are also local. 
    • But Spotify and Instagram are generally more private platforms when it comes to use, at least in comparison to an audio fingerprinting app like Shazam, which is utilized in a public space like a bar or a club.
    • So, what’s the Shazam spread look like? Of the 25 Top Artists by Shazam Chart Occurrences in the past month, only three are Japanese.
    • So recently, locals tend to prefer Japanese artists on Spotify and Instagram, at 72 and 60 percent respectively, but not at quite the same 85-90 percent distribution that Asatsuma suggests for physical.
    • On Shazam, the preference for Japanese artists bottoms out at only 12% domestic.
    • This suggests that Tokyo locals are more likely to listen to their fellow countrymen and women when they’re in a personal streaming mode and they’re simply curious about foreign music when they’re in a public environment.
    • But YouTube, arguably the most “global” platform of this bunch and the 2nd most visited website in the world, seems to have more of a globalizing effect on Tokyo’s use of it. 
    • Looking at Top Artists by local YouTube Video Views, only eight of the top 25 are Japanese. Same story when it comes to Top Tracks by local YouTube Views, with just three of the top 10 originating in Japan. That’s a 32 and a 30 percent distribution, respectively, indicating international preference just might increase the more global the streaming platform gets.
    • Granted, these streaming stats are from the last 28 days, so they’re more current, and also susceptible to fluctuation and recent if a few Japanese bangers make some great YouTube videos next month, then the numbers might be telling a different story.
  • Outro

What is How Music Charts?

How Music Charts is the second season of Chartmetric's music industry + data podcast!

Season 1: "Your Music Data Dump" was 107 episodes of 3-minute, current event-focused episodes involving music data.
Season 2: "How Music Charts" is long-form & interview-driven with music industry guests focused on music & data today.

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