{"id":13024,"date":"2015-10-30T06:41:04","date_gmt":"2015-10-30T06:41:04","guid":{"rendered":"http:\/\/atif.unaldi.org\/blog\/?p=13024"},"modified":"2015-10-30T06:41:04","modified_gmt":"2015-10-30T06:41:04","slug":"spotify-yeni-medya-arastirmasini-acikladi","status":"publish","type":"post","link":"http:\/\/atif.unaldi.org\/blog\/2015\/10\/30\/spotify-yeni-medya-arastirmasini-acikladi\/","title":{"rendered":"Spotify yeni medya ara\u015ft\u0131rmas\u0131n\u0131 a\u00e7\u0131klad\u0131"},"content":{"rendered":"

D\u00fcnyaca \u00fcnl\u00fc ara\u015ft\u0131rma \u015firketi TNS\u2019in ara\u015ft\u0131rmas\u0131na g\u00f6re Spotify, gen\u00e7 hedef kitle aras\u0131nda T\u00fcrkiye\u2019nin en b\u00fcy\u00fck alt\u0131nc\u0131 \u201cradyo istasyonu\u201d konumunda. Ara\u015ft\u0131rma, Spotify\u2019\u0131n Avrupa genelinde reklamverenler i\u00e7in radyo istasyonlar\u0131n\u0131n haftal\u0131k eri\u015fim rakamlar\u0131n\u0131n y\u00fczde 10 oran\u0131nda artmas\u0131n\u0131 sa\u011flad\u0131\u011f\u0131n\u0131 ortaya koydu.
\nSpotify, d\u00fcnyaca \u00fcnl\u00fc ba\u011f\u0131ms\u0131z ara\u015ft\u0131rma \u015firketi TNS ile ger\u00e7ekle\u015ftirdi\u011fi \u201cYeni Radyo\u201d adl\u0131 pazar ara\u015ft\u0131rmas\u0131n\u0131n sonu\u00e7lar\u0131n\u0131 a\u00e7\u0131klad\u0131. T\u00fcrkiye\u2019nin de aralar\u0131nda bulundu\u011fu 10 Avrupa \u00fclkesinde* 20 binden fazla kat\u0131l\u0131mc\u0131 ile g\u00f6r\u00fc\u015f\u00fclen ara\u015ft\u0131rma kapsam\u0131nda, Spotify\u2019\u0131n reklam destekli versiyonunu kullanan \u00fccretsiz kullan\u0131c\u0131lar\u0131n eri\u015fim ve nitelik \u00f6zellikleri, geleneksel radyo dinleyicilerinin \u00f6zellikleri ile kar\u015f\u0131la\u015ft\u0131r\u0131ld\u0131. Ara\u015ft\u0131rma, dinleyici penetrasyonu ve m\u00fczik dinlerken ge\u00e7irilen zaman\u0131n uzunlu\u011fu bak\u0131m\u0131ndan \u00f6nemi h\u0131zla artan online m\u00fczik dinleme platformlar\u0131n\u0131n, reklamverenler i\u00e7in geleneksel radyo istasyonlar\u0131n\u0131n kolayca eri\u015femedi\u011fi dinleyici kitlesine eri\u015fimde \u00f6nemli bir avantaj sundu\u011funu ortaya koydu. Ara\u015ft\u0131rma sonu\u00e7lar\u0131na g\u00f6re Spotify, Avrupa genelinde reklamverenlerin radyo istasyonlar\u0131 \u00fczerinden eri\u015ftikleri kitleyi ortalama y\u00fczde 10 art\u0131rmalar\u0131n\u0131 sa\u011fl\u0131yor.
\nYeni Medya Ara\u015ft\u0131rmas\u0131, T\u00fcrkiye\u2019deki Spotify kullan\u0131c\u0131 yap\u0131s\u0131 ile ilgili ilgin\u00e7 sonu\u00e7lar\u0131 da ortaya koydu. Buna g\u00f6re:
\n Spotify, y\u00fczde 20,1 eri\u015fim oran\u0131 ile T\u00fcrkiye\u2019nin en b\u00fcy\u00fck dijital m\u00fczik servisi konumunda. 15-34 ya\u015f grubu aras\u0131nda eri\u015fim rakamlar\u0131 y\u00fczde 27,8\u2019e \u00e7\u0131k\u0131yor.
\n Ara\u015ft\u0131rmaya g\u00f6re Spotify geleneksel bir radyo kanal\u0131 olsayd\u0131, T\u00fcrkiye\u2019nin 6. b\u00fcy\u00fck radyo kanal\u0131 olurdu. 15-34 ya\u015f aral\u0131\u011f\u0131nda y\u00fczde 28 haftal\u0131k eri\u015fim oran\u0131 ile Spotify bir\u00e7ok radyo kanal\u0131n\u0131 geride b\u0131rak\u0131yor.
\n T\u00fcrkiye\u2019de \u00e7evrimici kitlenin y\u00fczde 49\u2019u Spotify\u2019\u0131 biliyor. Yani her 2 ki\u015fiden 1\u2019i Spotify\u2019\u0131 tan\u0131yor. Ya\u015f aral\u0131\u011f\u0131 d\u00fc\u015ft\u00fck\u00e7e Spotify\u2019\u0131n bilinirli\u011fi de art\u0131yor. Y ku\u015fa\u011f\u0131nda bilinirli\u011fi \u00e7ok daha y\u00fcksek. 25-34 ya\u015f aral\u0131\u011f\u0131nda bilinirlik oran\u0131 y\u00fczde 60, 15-24 ya\u015f aral\u0131\u011f\u0131nda y\u00fczde 67\u2019ye \u00e7\u0131k\u0131yor.
\n Spotify, sa\u011flad\u0131\u011f\u0131 ilave eri\u015fim ile reklamverenlerin geleneksel radyo istasyonlar\u0131 arac\u0131l\u0131\u011f\u0131yla eri\u015ftikleri hedef kitlelere ek olarak daha geni\u015f kitlelere eri\u015fmelerinde rol oynuyor. Reklamverenler radyoda verdikleri sesli reklamlar\u0131 Spotify\u2019da da de\u011ferlendirmeleri halinde daha geni\u015f kitlelere ula\u015fma \u015fans\u0131 yakal\u0131yorlar. \u00d6rne\u011fin T\u00fcrkiye\u2019de Spotify, 15-34 ya\u015f grubunda Kral FM\u2019e y\u00fczde 18, Power FM\u2019e ise y\u00fczde 15 oran\u0131nda ek kullan\u0131c\u0131 eri\u015fimi getiriyor. \u00dcstelik markalar Spotify\u2019da verilen reklamlar\u0131n hedefledikleri kitlelere daha etkin ula\u015ft\u0131\u011f\u0131ndan emin olabiliyorlar.
\n Geleneksel radyo kanallar\u0131 en \u00e7ok sabah saatlerinde, Spotify ise t\u00fcm g\u00fcn dinleniyor.
\nY ku\u015fa\u011f\u0131 online m\u00fczik dinleme platformlar\u0131n\u0131 tercih ediyor
\nYeni Radyo ara\u015ft\u0131rmas\u0131na g\u00f6re m\u00fczik sekt\u00f6r\u00fc, geli\u015fen T\u00fcrkiye dijital sekt\u00f6r\u00fcn\u00fcn en \u00f6nemli i\u00e7eriklerinden birini olu\u015fturuyor. Ara\u015ft\u0131rmada \u00f6zellikle Y ku\u015fa\u011f\u0131n\u0131n radyodan daha fazla Spotify dinledi\u011fi g\u00f6r\u00fcl\u00fcyor. 25-34 ya\u015f aral\u0131\u011f\u0131nda radyo dinleme oran\u0131 y\u00fczde 25 iken, Spotify dinleme oran\u0131 y\u00fczde 30. 15-24 ya\u015f aral\u0131\u011f\u0131nda radyo dinleme oran\u0131 y\u00fczde 24 iken Spotify dinleme oran\u0131 y\u00fczde 39\u2019a \u00e7\u0131k\u0131yor.
\nYeni Radyo ara\u015ft\u0131rmas\u0131 radyo istasyonlar\u0131 ve Spotify dinleyicilerinin m\u00fczik dinleme al\u0131\u015fkanl\u0131klar\u0131 aras\u0131ndaki temel farklar\u0131 da ortaya \u00e7\u0131kard\u0131. T\u00fcrkiye\u2019den 15-64 ya\u015f aral\u0131\u011f\u0131nda 2 bin ki\u015finin kat\u0131ld\u0131\u011f\u0131 ara\u015ft\u0131rmaya g\u00f6re kat\u0131l\u0131mc\u0131lar en \u00e7ok sabahlar\u0131 \u201ctrafikte\/seyahat halindeyken\u201d radyo dinlemeyi tercih ediyor ve g\u00fcn i\u00e7inde radyo kullan\u0131mlar\u0131 azal\u0131yor. Spotify \u00fczerinden m\u00fczik dinleme al\u0131\u015fkanl\u0131\u011f\u0131 ise g\u00fcn\u00fcn tamam\u0131na yay\u0131l\u0131yor ve ak\u015fam vakti tavan yap\u0131yor. Spotify kullan\u0131c\u0131lar\u0131, m\u00fczik dinlerken ayn\u0131 anda en \u00e7ok internette zaman ge\u00e7irdiklerini ve rahatlamaya y\u00f6nelik aktiviteler yapt\u0131klar\u0131n\u0131 belirtiyor.
\nSpotify T\u00fcrkiye \u00dclke M\u00fcd\u00fcr\u00fc Erg\u00fcl \u00c7ivi, Spotify olarak sesli reklam end\u00fcstrisinde ciddi bir b\u00fcy\u00fcme potansiyeli oldu\u011funa inand\u0131klar\u0131n\u0131 ve Avrupa sesli reklam pazar\u0131n\u0131n, yakla\u015f\u0131k 8 milyar dolarl\u0131k ABD pazar\u0131 boyutlar\u0131na ula\u015fmas\u0131na yard\u0131mc\u0131 olmak istediklerini s\u00f6yledi. \u00c7ivi, radyo kampanyalar\u0131nda dijitalle\u015fme s\u00fcrecinin h\u0131zlanmas\u0131, bunun ilk ad\u0131m\u0131 olarak dijital dinleyici kitlesinin temel davran\u0131\u015f bi\u00e7imlerinin anla\u015f\u0131lmas\u0131 ve geleneksel ve dijital m\u00fczik dinleyicileri aras\u0131ndaki etkile\u015fim derinli\u011finin ortaya \u00e7\u0131kar\u0131lmas\u0131 gerekti\u011fini kaydetti. \u00c7ivi, \u201cGer\u00e7ekle\u015ftirdi\u011fimiz \u2018Yeni Radyo\u2019 ara\u015ft\u0131rmas\u0131 m\u00fczik t\u00fcketimini ve geleneksel ve dijital platform kullan\u0131c\u0131lar\u0131 aras\u0131ndaki davran\u0131\u015f farklar\u0131n\u0131 anlamak amac\u0131yla ger\u00e7ekle\u015ftirilen ilk \u00e7al\u0131\u015fmalardan biri oldu. Spotify\u2019\u0131n, radyo kullanmayan \u2018dijital dinleyici\u2019 grubuna ne zaman ve ne \u015fekillerde ula\u015ft\u0131\u011f\u0131n\u0131 tan\u0131mlayan bu ara\u015ft\u0131rma ile medya sat\u0131n almac\u0131lar\u0131n radyo kampanyalar\u0131n\u0131 daha iyi anlamalar\u0131n\u0131 sa\u011flayarak pazar\u0131n geli\u015fimine katk\u0131da bulunmak istiyoruz\u201d diye konu\u015ftu.
\nSpotify ara\u015ft\u0131rma sonu\u00e7lar\u0131ndan yola \u00e7\u0131karak g\u00fc\u00e7l\u00fc bir veri i\u015fleme ve medya planlama arac\u0131 \u00fczerinde \u00e7al\u0131\u015f\u0131yor. Bu ara\u00e7 \u015firketin medya sat\u0131n almac\u0131lara ihtiya\u00e7lar\u0131na \u00f6zel sat\u0131n alma i\u00e7g\u00f6r\u00fcleri sunmas\u0131na olanak tan\u0131yacak. Spotify bu arac\u0131 Spotify hizmeti \u00fczerinde reklamveren markalara y\u00fcksek hedeflenmi\u015f medya planlar\u0131 sunmak i\u00e7in kullanabilecek ve Spotify\u2019\u0131n di\u011fer medya ara\u00e7lar\u0131na verilen reklamlara ek olarak ne kadar daha fazla kitleye eri\u015fim sa\u011flayabileceklerini g\u00f6rmelerine olanak tan\u0131yacak.
\n*TNS ve Spotify i\u015fbirli\u011finde ger\u00e7ekle\u015ftirilen Yeni Radyo ara\u015ft\u0131rmas\u0131 kapsam\u0131nda \u0130ngiltere, Almanya, Fransa, \u0130spanya, \u0130talya, T\u00fcrkiye, \u0130sve\u00e7, Norve\u00e7, Danimarka ve Finlandiya\u2019dan kat\u0131l\u0131mc\u0131lar ile g\u00f6r\u00fc\u015f\u00fcld\u00fc.<\/p>\n","protected":false},"excerpt":{"rendered":"

D\u00fcnyaca \u00fcnl\u00fc ara\u015ft\u0131rma \u015firketi TNS\u2019in ara\u015ft\u0131rmas\u0131na g\u00f6re Spotify, gen\u00e7 hedef kitle aras\u0131nda T\u00fcrkiye\u2019nin en b\u00fcy\u00fck alt\u0131nc\u0131 \u201cradyo istasyonu\u201d konumunda. Ara\u015ft\u0131rma, Spotify\u2019\u0131n Avrupa genelinde reklamverenler i\u00e7in radyo istasyonlar\u0131n\u0131n haftal\u0131k eri\u015fim rakamlar\u0131n\u0131n y\u00fczde 10 oran\u0131nda artmas\u0131n\u0131 sa\u011flad\u0131\u011f\u0131n\u0131…<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3],"tags":[],"class_list":["post-13024","post","type-post","status-publish","format-standard","hentry","category-blogum"],"yoast_head":"\nSpotify yeni medya ara\u015ft\u0131rmas\u0131n\u0131 a\u00e7\u0131klad\u0131 - At\u0131f \u00dcnald\u0131<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"http:\/\/atif.unaldi.org\/blog\/2015\/10\/30\/spotify-yeni-medya-arastirmasini-acikladi\/\" \/>\n<meta property=\"og:locale\" content=\"tr_TR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Spotify yeni medya ara\u015ft\u0131rmas\u0131n\u0131 a\u00e7\u0131klad\u0131 - At\u0131f \u00dcnald\u0131\" \/>\n<meta property=\"og:description\" content=\"D\u00fcnyaca \u00fcnl\u00fc ara\u015ft\u0131rma \u015firketi TNS\u2019in ara\u015ft\u0131rmas\u0131na g\u00f6re Spotify, gen\u00e7 hedef kitle aras\u0131nda T\u00fcrkiye\u2019nin en b\u00fcy\u00fck alt\u0131nc\u0131 \u201cradyo istasyonu\u201d konumunda. 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