Olivia Rodrigo Dominated Pop Streaming in 2021, Beating Adele and Taylor Swift

There were many resounding album releases in 2021, but few dominated the media headlines more than those of three Pop heavyweights: Adele’s “30”, Taylor Swift’s “Red (Taylor’s Version)” and Olivia Rodrigo’s “SOUR”. But which release brought its author the most attention in terms of a growing Spotify fanbase? Music research and analytics platform Viberate looked into the data to settle the dilemma once and for all.

For unbiased results, Viberate examined how many new Spotify followers each artist gained in two weeks following each release (the surrounding hype usually brings in new fans within that time period), and looked at spikes in monthly listeners after the release. To see if the artists have fans among their peers (other artists and festivals), Viberate additionally checked out how many notable social media mentions each artist got throughout the year.

The results show Olivia Rodrigo was the overall winner.

Olivia Rodrigo brought the most attention to her profile, as she gained over 14M new monthly listeners and 969K new followers in just two weeks. Her top-performing track was (and still is) “drivers licence”. It was clocking in almost 800M daily streams at the time of album release and has already amassed 1.2B streams so far.

Taylor Swift placed second with similarly incredible numbers. She gained 11.9M new monthly listeners and 759K new followers in two weeks. “All Too Well (10 Minute Version) (Taylor’s Version)” was streamed the most, averaging 50M streams per day.

Adele came in third. She gained 7.4M new monthly listeners and 694K new followers in two weeks. “Easy On Me” was streamed the most, with 385M plays at the two-week mark.

All three artists were mentioned on social media by their peers and music festivals a lot, with Taylor Swift being mentioned the most.

What can we learn from all this?

It’s interesting to note how different release strategies impact the streaming numbers. Adele’s biggest leap corresponds to her announcing the album and releasing the “Easy On Me” single, meaning that she brought in the majority of new fans in the promotional period. Taylor Swift released two albums in 2021, so she was omnipresent throughout the year. Her releases were placed on a ton of Spotify playlists (her current reach surpasses 390M Spotify listeners), and the steady growth suggests she’s been successfully converting listeners into fans along the way. Olivia Rodrigo is the Pop newcomer of the year not only because of the industry awards won, but also because her strategic releases (hit single first, album second) increased her Spotify following 50 times over in 2021.

For more data insights such as these, visit Viberate.

Olivia Rodrigo Dominated Pop Streaming in 2021, Beating Adele and Taylor Swift

The Future of Music isn’t in Streaming – It’s Happening on Social Media

The rise of social media has revolutionized the way artists get discovered. Justin Bieber made it thanks to YouTube, Shawn Mendes broke through on Vine, and, more recently, Lil Nas X went from Tik Tok jokester to one of the world’s most streamed artists on Spotify.

Instead of looking for talent the old-fashioned way via local gigs or personal recommendations, labels and promoters are now turning to data. Realizing the need for specialized analytics in the music business, Viberate (co-founded by acclaimed DJ and producer UMEK) has recently announced the newest addition to its platform: a comprehensive social media analytics tool for artists, labels, and other music professionals.

Music pros using them can work with up-to-date information via the Viberate platform, where every artist’s key Instagram, Tik Tok, Twitter, and Facebook metrics such as audience demographics, fanbase and engagement growth through time and top-performing posts are rounded up and neatly visualized in a single tool.

UMEK explains: “Social media demands quick action, so we wanted to give the artists and labels managing them a tool that helps them work faster, and more cost-effectively. Our analytics are also connected to each artist’s radio airplay, Spotify, and other music channels, therefore offering a full scope of insights for easier talent discovery and more effective promotion.”

The Viberate platform has already gained the trust of prominent industry names such as Glastonbury and Roskilde festivals, Insomniac Music Group as well as the management team of the world’s most popular DJ, David Guetta. Any artist or music professional who wants to leverage data can start by checking their own stats on Viberate, and work from there.

The Future of Music isn’t in Streaming – It’s Happening on Social Media

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