Quotation Winkler, Daniel, Goldenberg, Jacob, Muchnik, Lev, Wlömert, Nils. 2021. The Path to Success - How Playlist Inclusions Predict Success of Songs on Music Streaming Services. INFORMS Marketing Science 2021, Virtual, United States/USA, 03.06.-05.06.


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Abstract

On access-based online content services users are confronted with ever-increasing content libraries and content owners compete for the users limited time. One example is the music industry, where streaming services provide consumers with access to millions of songs and content owners (e.g., artists and labels) earn income according to their market share of streams. To help consumers navigate these vast content libraries, curated playlists, which feature selections of songs by different artists according to a specific context, have emerged as a new tool to influence demand. Despite their important position, the role of playlist curators in shaping demand is not well understood. On the one hand, curators base their decisions on information about new songs before they become available and may thus influence the trajectories of song. On the other hand, curators may select songs that are already successful and hence, merely react to a song's positive trajectory. In this research, we develop a methodology to determine the influence of playlist curators using network analysis techniques. By placing each playlist in a latent space, their centrality in the dynamic network of playlists at a given point in time can be determined. We show that listings on more central playlists have a positive effect on the success of a songs and this effect is stronger than the number of followers a playlist has. The results are relevant for content publishers, whose investments in new talent are both costly and risky due to the low success rate in this market. Our model can be used to identify promising talent early in their careers. In addition, artists may use the findings to design efficient seeding strategies by targeting influential curators with their content. Our findings also explain which curation decision drive the importance of a curator in the network and may thus be used to optimize curation.

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Publication's profile

Status of publication Published
Affiliation WU
Type of publication Paper presented at an academic conference or symposium
Language English
Title The Path to Success - How Playlist Inclusions Predict Success of Songs on Music Streaming Services
Event INFORMS Marketing Science 2021
Year 2021
Date 03.06.-05.06.
Country United States/USA
Location Virtual
URL https://simon.rochester.edu/simon-events/ISMSconference2021

Associations

People
Winkler, Daniel (Details)
Wlömert, Nils (Details)
External
Goldenberg, Jacob (Interdisciplinary Center Herzliya, Arison School of Business, Israel)
Muchnik, Lev (The Hebrew University of Jerusalem, The Jerusalem School of Business Administration, Israel)
Organization
Institute for Retailing & Data Science IN (Details)
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