Streaming State of Mind

In just over a decade, the concept of streaming has gone from virtually anonymous to completely ubiq – uitous. MP3 players and DVR kits once transformed the way we listened to music and caught up on our favorite shows. Now, it ’s our smartphones, smart TVs, and other connected devices that give us instant access to media content. On those devices, services like Netflix, HBO Go, Hulu, Spotify, Pandora, Amazon Prime, and Apple Music have filled the landscape, serving as entry points to the streaming world.

For brands and marketers, these on-demand, on-the-go streaming services have the potential to provide unprecedented levels of consumer understanding. With streaming data, you don’t just get a basic demographic snapshot, you get to know what songs, artists, and playlists people are listening to— which can help you determine what they’re doing, how they’re feeling, or even what they’re thinking at the exact moment you want to reach them. This level of contextual data could take segmentation to an entirely new level, letting advertisers reach a hyper-specific, targeted audience at key points throughout their day.