What is the Covid-19 world listening to?
by Cathy Buckmaster
In a world forever changed for businesses, employees and consumers, what will the data from this period tell us, when it all blows over? Thanks to the advent of music streaming services in the last decade, we already have one specific wave of data at our fingertips — and not to sound clichéd, but you might be surprised by some of the results.
Streaming is down
Despite widespread isolation and the resulting cries of boredom and restlessness, music streaming has actually decreased due to Coronavirus. In an unexpected turn of events, data analysis carried out by Quartz — a global news and insights website — found that streaming figures from Spotify have dropped since isolation began, especially in countries that were badly affected by the pandemic.
In Italy alone, Quartz discovered a 23% drop in the top 200 streams when comparing streaming on 3 March and 17 March — when Europe began following China’s lead regarding isolation rules. There were similar results in the US, UK, France and Spain.
Radio is up
Instead of streaming services like Spotify and Tidal, it seems people are tuning into the radio — a trend reflective of the very current human desire to devour as much news as possible in an effort to stay informed about an ever-changing situation.
The BBC reported that their own radio streams had seen an increase of 18%. In the article, BBC News music reporter Mark Savage said there were multiple reasons for this change: “Fewer people are commuting to work or going to the gym and shops that use Spotify for their in-store music are closing their doors. People who stream music in the office also seem to be turning off and watching Netflix instead and there's a big rise in radio listening — suggesting we're seeking companionship alongside our music."
The Quaran-tunes we’re listening to
While overall music streaming is down, there are some songs spiking amid the crisis. According to an NME article detailing the UK’s most popular Coronavirus tracks, the UK’s most popular coronavirus quarantine songs seem to dwell on social distancing.
Topping the list is Liverpool FC’s anthem (and newly adopted anthem of solidarity), Gerry & The Pacemakers’s You'll Never Walk Alone, followed by Akon’s Locked Up and The Police’s Don't Stand So Close to Me. REM’s 33-year-old 1987 song It’s the End of the World as We Know It (And I Feel Fine) has also re-entered the Top 100 on iTunes.
There has also been a spike in popularity in the songs being sung from balconies in Italy and Spain, according to Spotify’s Newsroom. After videos of Italian communities singing from their widows started circulating on social media, two songs, Abbracciame and Azzurro, have soared by 820% and 715% respectively. Similarly in Spain, streams of the 80s track Resistiré by Duo Dinamico jumped by over 435%.
Children’s music and podcasts see upswing
With schools closed and parents staring down the barrel of keeping their kids occupied while they work from home, there has been a big increase in streams of children’s music. Similarly, the desire to hit two birds with one stone is evident as parents try to keep children entertained with educational podcasts. According to a USA Today article, streams were jumping 12% week after week with children's audio streams up 5% and video streams soaring to 22%.
As countries and communities begin to emerge out of lockdown, it will be interesting to see what patterns are reflected in our listening behaviour. With our way of life looking drastically different for the next six months – with perspex screens in restaurants and phased retail reopening – it's unlikely that our dependence on radio for updates and government advice will lessen anytime soon. But maybe – just maybe – by the beginning of 2021, The Beatles' hit Come Together might find itself steadily climbing the streaming charts.