Warner Music Group’s SVP of global business development and strategy Tracy Gardner is one of the industry executives enthused about the potential for smart speakers and voice controls.

“It is particularly fascinating because it is engaging an entirely new audience with on demand streaming services. It’s reaching a demographic that hasn’t previously listened to music via streaming,” she said, in an interview for the NY:LON Connect conference blog.

“And we’re seeing listeners on these platforms engage with genres that typically under-perform within streaming services. For example, in the US we’re seeing that country music is over-indexing on voice activated streaming.”

“We’re also seeing users of voice activated streaming services engage at a very high level. And high engagement is a key metric so we expect that voice will drive lots of new subscribers and be effective in driving retention.”

Gardner is keen for streaming services to explore some of the under-served demographics.

“For example, classic rock is not prominently featured on the leading streaming services, but we know that more than 30 per cent of subscribers are over 40,” she said.

“There is so much that services can be doing to target these different user bases and exposing them to content that matches their tastes.”

Gardner is speaking on the keynote panel on Growth Hacking Global Streaming at NY:LON Connect on January 23. Music Ally co-runs the conference with the Music Business Association. Read her full interview on the NY:LON Connect blog.

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