备受期待的报告全面报道年度音乐盛事
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尼尔森美国音乐年终报告》中其他值得关注的见解和趋势包括
- 目前，按需音频流已增长到音频消费总量（专辑+等量曲目+按需音频流等量）的 38%，成为最大的消费份额。
- 现在，点播音频流的份额在历史上首次超过了数字销售总额（数字专辑+数字曲目等价物）。
- 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.
- 数字平台仍然是最主要的销售平台，但随着精通技术的消费者转向流媒体平台，数字销售的下降速度远远超过实体销售。
- 十多年来，实体专辑在专辑销售总额中所占的份额首次超过上一年。
- 2016 年，黑胶唱片销量在实体专辑总销量中所占比例增至 11% 以上。这标志着黑胶唱片连续11年实现同比增长，今年的销量超过1300万张，创下了尼尔森音乐时代（自1991年以来）的最高纪录。
- 在互联网零售商和演唱会门票捆绑销售的带动下，互联网/邮购/实体店群体有史以来第一次成为实体销售的最大份额，从而结束了长达九年的实体专辑销售由大众商家主导的局面。
- 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.
- 虽然歌曲销量与去年相比出现了大幅下滑（-25%），但歌曲消费（销量+音频流媒体等价物，150 个音频流媒体对 1 首歌曲销量的比率）继续保持强劲势头，音频流媒体的贡献也在不断增加。2016 年，尽管只有 5 首歌曲的销量超过了 200 万，但仍有 15 首歌曲的销量突破了 300 万大关（歌曲销量+音频流媒体等价物）。全年销量最高的歌曲是德雷克的《One Dance》，歌曲销量+音频流当量超过 550 万，其中 64% 的销量来自音频流。 事实上，本年度排名前五的歌曲中，来自流媒体的销量份额均超过了销量份额。
- 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.
- 社交媒体继续推动歌曲销售，尤其是在病毒式视觉元素成为歌曲推动力的情况下。Rea Sremmurd 的 "Black Beatles "成为 "人体模特挑战 "的非官方背景音乐时，这首歌曲正在走向流行。明星、体育明星和政治人物都参加了这项挑战，这帮助这首歌获得了今年第 28 位的最高销量（销量+音频流当量）。
- 2016 年达到里程碑的作品数量堪称整个行业的典范。
- 流媒体里程碑创下了创纪录的数字。有 27 首歌曲的点播音频流突破了 2 亿次，而 2015 年只有两首歌曲达到了这一目标。此外，全年有 12 首歌曲的视频点播流突破了 2 亿次，而去年只有 7 首。2015 年，只有三首歌曲的点播音频总流量超过了 5 亿次，其中 Fetty Wap 的《Trap Queen》以 6.17 亿次居首。2016 年，有 6 首歌曲超过了 5 亿次，其中两首（Desiigner 的《Panda》和 Rihanna 的《Work》）超过了 7 亿次。
媒体咨询
Mat Newman mnewman@rogersandcowan.comChris Robins crobins@rogersandcowan.comBrian Giglio bgiglio@rogersandcowan.com
关于尼尔森
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.
