A year ago, Facebook announced its Open Graph platform, and unveiled a series of digital music services that would be encouraging their users to share details of their listening with Facebook friends. Yesterday, the social network published a barrage of stats outlining some of the social growth for partner services since then.
No, not Spotify – for once, the limelight is on other services: 8tracks generates 4m Open Graph shares a week; KKBOX in Taiwan sees more than 50m actions shared to the Facebook timeline a month; Saavn has seen its daily referral traffic from Facebook grow by 30x; Songza recently got 1m Facebook referrals in a 30-day period, and sees its Facebook-connected users listening for 20% longer than others; Deezer is now adding 50k new users a day.
The topline figure is that since the launch of the Open Graph in September 2011, 62.6m songs have been played 22bn times across all Facebook’s partner services. Analytics service AppData provides specific stats, too: 23.5m monthly active Facebook-connected users for Spotify, 7.8m for Pandora, 3.2m for Deezer, 770k for Songza, 280k for KKBOX and so on.
Facebook has certainly had an impact, with Spotify seemingly the big winner out of those partners, thanks to its close association with the social network right from the start of Open Graph.
It’s also interesting to see BandPage included as one of the services praised in the Facebook blog post – the number of Open Graph actions shared by people through artists’ BandPages has grown by 3x in the last few months, apparently. Which skates over the fact that BandPage was one of the music marketing services most affected by Facebook’s new Timeline design for Pages – its Open Graph sharing may be growing now, but its overall traffic dropped off a cliff after the changes.
So what next for Facebook’s music offering? Brokering closer links between artist marketing Pages and those streaming partners? In-house commerce and/or subscription tools for those artists? Wooing Vevo away from YouTube? Watch this space.