닐슨, 2016 미국 연말 음악 보고서 발표

많은 기대를 모았던 보고서가 올해의 음악 분야를 종합적으로 다룹니다.

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.

2016 닐슨 뮤직 미국 연말 보고서의 다른 주목할 만한 인사이트와 트렌드는 다음과 같습니다:

• 이제 온디맨드 오디오 스트리밍은 전체 오디오 소비(앨범 + 트랙 등가물 + 온디맨드 오디오 스트리밍 등가물)의 38%까지 성장하여 가장 큰 소비 비중을 차지하게 되었습니다.
• 이제 온디맨드 오디오 스트리밍 점유율이 사상 처음으로 전체 디지털 판매량(디지털 앨범 + 디지털 트랙 등가물)을 넘어섰습니다.
• 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.
• 디지털이 여전히 지배적인 판매 플랫폼이지만, 기술에 정통한 소비자들이 스트리밍 플랫폼으로 이동하면서 디지털 판매는 오프라인 판매보다 훨씬 더 빠르게 감소하고 있습니다.
• 10년 만에 처음으로 전체 앨범 판매량에서 실물 앨범이 차지하는 비중이 전년도보다 더 커졌습니다.
• 2016년 바이닐 LP 판매량은 전체 실물 앨범 판매량의 11% 이상으로 성장했습니다. 이는 11년 연속 전년 대비 증가한 수치로, 올해 1,300만 장 이상의 판매량을 기록하며 닐슨 뮤직 시대(1991년 이후)의 최고 판매량을 기록했습니다.
• 인터넷 소매업체와 콘서트 티켓 번들이 주도하는 인터넷/우편 주문/공연장 매장 그룹이 사상 처음으로 실물 앨범 판매의 가장 큰 비중을 차지하면서, 대량 판매처가 실물 앨범 판매를 주도하던 9년 동안의 시기를 마감했습니다.
• 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.
• 노래 판매량은 전년 대비 급격한 감소세(-25%)를 보였지만, 노래 소비량(노래 판매량 1곡당 오디오 스트리밍 150회로 환산한 판매량)은 오디오 스트리밍의 기여도가 증가하면서 여전히 강세를 이어가고 있습니다. 2016년에는 15곡이 300만 볼륨(노래 판매량 + 오디오 스트리밍 등가물)을 돌파했지만, 200만 이상의 판매량을 기록한 곡은 5곡에 불과했습니다. 한 해 동안 가장 많은 볼륨을 기록한 곡은 드레이크의 '원 댄스'로, 550만 이상의 음원 판매량 + 오디오 스트리밍 등가물을 기록했으며, 이 중 64%가 오디오 스트리밍에서 발생했습니다. 실제로 올해의 상위 5개 곡은 모두 판매량보다 스트리밍에서 발생한 볼륨 비중이 더 높았습니다.
• 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.
• 소셜 미디어는 계속해서 노래 판매를 촉진했으며, 특히 바이럴 비주얼 요소가 노래의 원동력이 된 경우가 많았습니다. 리아 스렘머드의 '블랙 비틀즈'는 마네킹 챌린지의 비공식 사운드트랙으로 사용되면서 인기를 끌기 시작했습니다. 유명 연예인, 스포츠 스타, 정치인 등이 챌린지에 참여하면서 이 노래는 올해 28번째로 높은 볼륨(판매량 + 오디오 스트림 등가물)을 기록하는 데 큰 도움이 되었습니다.
• 2016년에 마일스톤을 달성한 타이틀의 수는 업계 전반의 모범이 되었습니다.
• 스트리밍 마일스톤은 기록적인 수치를 달성했습니다. 온디맨드 오디오 스트리밍 2억 건을 돌파한 곡은 27곡이었으며, 2015년에는 단 2곡만이 이 기록을 달성했습니다. 또한, 지난해에는 7곡에 불과했던 온디맨드 동영상 스트리밍 횟수가 올해에는 12곡이 2억 건을 돌파했습니다. 2015년에는 총 온디맨드 오디오 스트리밍 수 5억 건을 돌파한 곡이 단 3곡에 불과했는데, 그 중 페티 왑의 '트랩 퀸'이 6억 1,700만 건을 기록했습니다. 2016년에는 6곡이 5억을 돌파했으며, 그중 2곡(디자이너의 '팬더', 리한나의 'Work')이 7억을 넘었습니다.

언론 문의

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

닐슨 소개

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.