Nielsen veröffentlicht US-Musikbericht 2016 zum Jahresende

Der mit Spannung erwartete Bericht bietet eine umfassende Berichterstattung über das Jahr in der Musik

New York Jan. 5, 2017 – Nielsen, the industry’s leading source for music data and insights, today released its 2016 U.S. Year-End Report for the 12-month period ending Dec. 29, 2016. This highly anticipated report provides comprehensive coverage of the year in music from the coveted Nielsen Music Year-End charts, presented by Billboard, to insights on the most important industry trends from sales and streaming to social media and overall consumer engagement across today’s most popular platforms.The Nielsen Music U.S. Year-End Report confirms that the music industry experienced steady and consistent growth in 2016, with overall volume up 3% over 2015, fueled by a 76% increase in on-demand audio streams compared to last year. On-demand audio streams surpassed 250B streams in 2016, and overall on-demand streams (including video) have reached 431B. The industry did experience sales decreases in nearly all formats, particularly digital sales. However, the growth in streaming was more than enough to off-set the declines, which resulted in a positive year for the music business.“The music industry continues to grow at a healthy rate, and 2016 showed us that the landscape is evolving even more quickly than we have seen with other format shifts,” said David Bakula, SVP of Music Industry Insights. “Thanks to the rapid emergence of new technologies and channels for discovery and engagement, consumers are finding and listening to more music in new ways.”Drake’s Views release was the leader in total volume (albums + track equivalent albums + audio on- demand streaming equivalent albums) this year, followed by Adele’s 25 and Beyoncé’s Lemonade. For the second year in a row, Adele’s 25 led the year’s album sales in the U.S., marking only the second time in history that the same album has been the top seller in two consecutive calendar years (the first being Adele’s 21 album in 2011 & 2012). Vinyl LP sales, which have reached an all-time Nielsen Music-era high volume of 13M units, increased for the 11th consecutive year in 2016. The top vinyl LP of the year was Twenty One Pilots’ Blurryface, with David Bowie’s Blackstar and Adele’s 25 finishing close behind.The biggest song of the year in terms of total activity (sales + audio streaming equivalents) was Drake’s “One Dance,” followed by “Closer” by Chainsmokers (feat. Halsey) and “Work” by Rihanna (feat. Drake). Topping the Digital Songs Sales charts this year were “Can’t Stop the Feeling!” by Justin Timberlake, “Closer” by The Chainsmokers (feat. Halsey) and “My House” by Flo Rida.

Weitere bemerkenswerte Erkenntnisse und Trends aus dem Nielsen Music U.S. Year-End Report 2016 sind:

• Audio-Streaming auf Abruf ist inzwischen auf 38 % des gesamten Audiokonsums (Alben + Titeläquivalente + Audio-Streaming-Äquivalente auf Abruf) angewachsen und stellt damit den größten Anteil am Konsum dar.
• Der Anteil des On-Demand-Audio-Streaming hat nun zum ersten Mal in der Geschichte die gesamten digitalen Verkäufe (digitale Alben + digitale Titeläquivalente) übertroffen.
• Rock continues to be the dominant genre in terms of album sales (both physical and digital), but the streaming landscape is led by R&B/Hip-Hop, which garners the highest share of on-demand audio streams with heavily streamed artists like Drake, The Weeknd, Kanye West, Rihanna and J. Cole.
• Der digitale Vertrieb ist nach wie vor die dominierende Verkaufsplattform, aber die digitalen Verkäufe gehen viel schneller zurück als die physischen Verkäufe, da die technikaffinen Verbraucher auf Streaming-Plattformen umsteigen.
• Zum ersten Mal seit über einem Jahrzehnt ist der Anteil der physischen Alben an den gesamten Albumverkäufen größer als im Vorjahr.
• Der Anteil der Vinyl-LPs an den gesamten physischen Albumverkäufen stieg 2016 auf über 11 %. Damit steigt der Absatz von Vinyl-LPs seit 11 Jahren von Jahr zu Jahr und erreichte in diesem Jahr mit über 13 Millionen Verkäufen einen neuen Rekord in der Nielsen Music-Ära (seit 1991).
• Zum ersten Mal in der Geschichte ist die Gruppe Internet/Versandhandel/Verkaufsstellen, angeführt von Internethändlern und Konzertkartenbündeln, zum größten Anteil der physischen Verkäufe geworden, womit eine neunjährige Periode endet, in der die Massenverkaufsstellen der führende Treiber der physischen Albumverkäufe waren.
• This was an extremely successful year for Drake, who had the most overall volume; the most digital song sales; the most streams (by a huge margin); and the most heavily consumed album of the year with Views. In its debut week, Views became the only album to surpass 1M in weekly total volume (albums + track equivalents + on-demand streaming equivalents), and set an all- time record for most streams from an album with over 245M.
• In 2016, there were 12 occurrences where an album’s songs had over 100M audio streams in a week. This was led by Drake’s Views, which accomplished that feat an amazing 8x, but also included J. Cole’s 4 Your Eyez Only (with the second highest debut week stream volume in history) , The Weeknd’s Starboy (2x) and Beyoncé’s Lemonade.
• Only six albums debuted with over 200K in album sales in their first week in 2016 (there were 13 such cases in 2015), led by Drake with 852K first week sales for Views. Other albums to surpass the 200K mark in their first week include Beyoncé’s Lemonade (485K), J. Cole’s 4 Your Eyez Only (363K), Metallica’s Hardwired…To Self Destruct (282K), Frank Ocean’s Blonde (232K) and The Weeknd’s Starboy (209K).
• Chance the Rapper’s album Coloring Book became the first to surpass 500K with only streaming album equivalents. Since its debut in May, the album has stayed on the Billboard 200 chart for 33 consecutive weeks, peaking at #8. The album is the 58th highest volume album of the year without the benefit of a single sale, which is truly an historic accomplishment.
• Während die Songverkäufe im Vergleich zum Vorjahr stark rückläufig waren (-25 %), ist der Songkonsum (Verkäufe + Audio-Streaming-Äquivalente bei einer Rate von 150 Streams für einen Songverkauf) weiterhin stark, wobei der Beitrag der Audio-Streams zunimmt. Im Jahr 2016 übertrafen 15 Songs die 3-Millionen-Marke (Songverkäufe + Audio-Streaming-Äquivalente), obwohl nur 5 Songs einen Umsatz von über 2 Millionen erreichten. Der umsatzstärkste Song des Jahres war Drakes "One Dance" mit über 5,5 Mio. verkauften Songs + Audio-Streaming-Äquivalenten, wobei 64 % des Volumens aus Audio-Streams stammten. Die Top-5-Songs des Jahres hatten alle einen größeren Anteil am Volumen durch Streaming als durch Verkäufe.
• For the second straight year, Adele’s 25 tops the Album Sales chart. 25 becomes only the second album in Nielsen Music history to lead the Album Sales chart in two consecutive calendar years. The first album to accomplish that feat was Adele’s 21 album in 2011 & 2012.
• Despite the fact that Adele’s 25 was the best-selling album of the year, Adele was only the second best-selling album artist of the year. The best-selling artist in terms of album sales was Prince, who passed away suddenly in April. Prince’s albums sold over 2.2M units in 2016 and he was the only artist to sell over 1M digital and physical albums this year. Prince also sold 5.4M digital songs, giving him the highest sales volume of the year (albums + track equivalents), just out-selling Drake and Adele. The day after his death was announced, Prince sold over 1M digital songs and over 200K digital albums. Prince’s catalog was very tightly controlled on streaming platforms and the gains that were seen after his passing were far more evident in the sales numbers than what we saw from some other comparable artists that passed this year.
• Soziale Medien trieben die Songverkäufe weiter an, vor allem in Fällen, in denen eine virale visuelle Komponente zum Treiber für den Song wurde. Der Song "Black Beatles" von Rea Sremmurd war auf dem besten Weg, ein Hit zu werden, als er zum inoffiziellen Soundtrack der Mannequin Challenge wurde. Prominente, Sportstars und Politiker nahmen an der Challenge teil, was dazu führte, dass der Song in diesem Jahr das 28. höchste Volumen (Verkäufe + Audio-Stream-Äquivalente) erreichte.
• Die Anzahl der Titel, die im Jahr 2016 Meilensteine erreichten, war beispielhaft für die gesamte Branche.
• Die Streaming-Meilensteine wurden mit Rekordzahlen erreicht. Es gab 27 Songs, die 200 Mio. On-Demand-Audio-Streams übertrafen, während 2015 nur zwei Songs diese Marke erreichten. Außerdem übertrafen 12 Songs 200 Mio. On-Demand-Videostreams in diesem Jahr, während es im letzten Jahr nur sieben waren. Im Jahr 2015 übertrafen nur drei Songs die Marke von 500 Millionen On-Demand-Audiostreams, angeführt von Fetty Waps "Trap Queen" mit 617 Millionen. Im Jahr 2016 übertrafen sechs Songs die 500-Millionen-Marke, zwei davon (Desiigners "Panda" und Rihannas "Work") übertrafen 700 Millionen.

Presse-Anfragen

Mat Newman mnewman@rogersandcowan.comChris Robins crobins@rogersandcowan.comBrian Giglio bgiglio@rogersandcowan.com

Über Nielsen

Nielsen Holdings plc (NYSE: NLSN) is a global performance management company that provides a comprehensive understanding of what consumers Watch and Buy. Nielsen’s Watch segment provides media and advertising clients with Total Audience measurement services across all devices where content—video, audio and text—is consumed. The Buy segment offers consumer packaged goods manufacturers and retailers the industry’s only global view of retail performance measurement. By integrating information from its Watch and Buy segments and other data sources, Nielsen provides its clients with both world-class measurement as well as analytics that help improve performance. Nielsen, an S&P 500 company, has operations in over 100 countries that cover more than 90% of the world’s population. For more information, visit www.nielsen.com.