2019 American Music Awards

A Look at Twitter #Music's First 24 Hours

Data centered around the launch of #Music, recorded by web data and analytics provider Attensity Media, provides some insight into the app's update and usage across the social web after its first 24 hours.

Tracking shows that Internet radio stations are some of the heaviest users of the #NowPlaying hashtag. They use it to share entire on-air playlists, and as a result these radio stations are garnering a large number of retweets from listeners. Because of their heavy use of the hashtag, 105.9 ARDAN Radio (@ardanradio), The Beat 99.9FM (THEBEAT999FM) and EKR Internet Radio (@ekrnetwork) show up frequently in the #NowPlaying section of #Music when followed on Twitter. This suggests that the use of the hashtag could become a best practice for radio stations who act as curators, as use of the hashtag will cause their programming to show up in the recommendation sections of #Music.

Monitoring what people are saying in the social web reveals a volume of about 7,000 posts per hour relating to #Music. By tracking the #NowPlaying hashtag, we see that Chris Brown, Justin Timberlake, Bruno Mars, Justin Bieber, Taylor Swift and Lil Wayne were the top tweeted about artists on the service on the first day. #NowPlaying, the hashtag encourages users to use when sharing music from the app, was used twice as much as #music (37,188 vs 13,634).

A report on TheNextWeb reveals that Spotify is more popular than iTunes in an analysis of #NowPlaying tweets that include music links. The breakdown (gathered by Simply Measured) is as follows:

- Spotify: 11,987 mentions
- iTunes: 11,612 mentions
- Rdio: 3,457 mentions

Overall, uptake and usage is fairly evenly distributed across the US when each state is normalized by population, and overall volume by minute showed a spike of buzz around the Good Morning America Promotion. According to the data, sentiment was evenly split between positive and negative. Positive sentiment centered mostly around excitement about the new app, while negative sentiment was mostly centered around frustration/anger about the lack of Android support.


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