The streaming music space is hotting up all over Asia Pacific, especially in Australia where competition is intense.Tech site CNET Australia reports that 14 separate services – including Spotify and Pandora – operate in a country with a population of just 22 million.
Their figures were published before the launch of iHeartRadio Australia, which is the 15th platform.
In the race for subscribers, do streaming services water down radio listening or are they a natural extension of a radio brand?
Asia Radio Today spoke to Mark Shaw, CEO of Songl, Southern Cross Austereo’s platform, who is confident that its group of radio stations can help the streaming service push in front.
1. How has Songl performed in the first few months of being live?
We are really buoyant around our early results. The measures we are focusing on are 1, Songl bran
2. What unique features does Songl have that you think will make a difference to its long-term success?
We have a dynamic platform full of rich content that changes regularly. We have a team of people responsible for programming and content which enables us to reflect current activity with artists in the music space, across new releases and tours. Our curation across playlists and channels, plus our weekly artist promotions, are already resonating with the consumer.
3. What’s your take on the idea that online music services take listeners away from traditional radio, that you weaken your main brands. What impact is it having on radio listening?
I believe the opposite is true. Thanks to DMD’s (Digital Music Distribution) relationship with SCA, we integrate Songl as a fantastic music extension for the listener. We house SCA stations on the platform, we integrate messages back and forth via Songl and the national metro and regional radio stations, which ultimately creates a richer listening experience for the consumer.
4. Competitor iHeartRadio just launched last week. Although their offer is slightly different, are they are worry?
iHeart and services such as Pandora definitely offer the consumer a unique way to consume radio. We have no issues with these services in market. We have built a premium streaming music brand in Songl, that has all this, and so much more . We deliver video, create content and playlists from artists and celebrities, we are solidly integrated with artists and run artist promotions. I’m confident we have a superior consumer offering, based on a subscription model that supports the industry in terms of revenue for labels and artists.
5. What’s the potential for this market in Australia in terms of numbers?
We have our own expectations of where we see Songl in 12 months based on size of market and additional factors such as the number of services in market. I believe 2014 will see a dramatic movement in subscription service revenues.. We know that the relative revenues for streaming across total music revenue last year was less that 1%. The market will grow and there will be a redefining of the market and landscape over the next 12 months