French food group Danone teamed up with Spotify on an artistic campaign for its Light & Free yogurts aimed at young adults. Read more…

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Emmanuel Faber, chief executive of Danone, last year discussed how tastes have changed. “Consumers are looking to ‘pierce the corporate veil’ in our industry and to look at what’s behind the brand,” he said at the CAGNY industry conference. “The guys responsible for this are the millennials. They want committed brands with authentic products. Natural, simpler, more local and if possible small, as small as you can.”

Danone reported steady growth for 2018 and forecast that sales with rise 3 percent this year. The company this month said its specialized nutrition and bottled water divisions boosted fiscal Q4 2018 sales by 2.4% to €6 billion. For the full year, sales grew 2.6% to €24.7 billion despite the effect of a boycott campaign started on Facebook to protest Morocco’s rising food prices. Sales of its Activia yogurt brand were flat in Europe, stabilizing after years of decline.

For the company to compete more effectively against Facebook, Google and Amazon in digital advertising, Spotify will need to collect more personal information about subscribers to improve its ad targeting.

Percentage of Streaming Viewers Who Use Another Subscriber’s Account

Group (Birth Years*) / Service Netflix Amazon Prime Video Hulu
Millennials (1981-1996) 18.1% 17.7% 20.0%
Generation X (1965-1980) 8.9% 12.7% 16.7%
Baby Boomers (1946-1964) 10.9% 19.5% 17.8%
Total 15% 16.5% 19.2%

Source: survey of 1,127 people using Amazon’s Mechanical Turk; 50.9 percent of survey participants were men, and 49.1 percent were women. Participants ranged in age from 18 to 81 with a mean of 37 and a standard deviation of 11.9. Respondents were disqualified from the survey if they didn’t use a video streaming service.

*Birth years from Pew Research Center.

21 percent of Super Bowl LIII viewers were forecast to watch the game this year, compared with 8.1 percent a year earlier, according to programmatic ad platform Adtaxi.

Other findings:

68% of viewers will simultaneously use another media platform to engage with Super Bowl-related content while watching. Most of them (78%) will use social media, while 30% will use group chats, 28% will visit sports websites and 15% will turn to online forums.

53% of viewers are most looking forward to the game itself, while 27% are looking forward to the commercials; 20% are most eager to watch the halftime show.

Cutting the Cord: 61% of Americans would not miss cable television if forced to give it up forever. In addition, 64% of cable subscribers have plans, at some point, to cancel their subscription in favor of streaming content digitally; 41% say they will do so within the next year

Reasons to Stream: 60% of those moving away from traditional cable in favor of streaming say their reason is to save money. Meanwhile, 43% want to watch on their own schedule, 43% like the option of binge watching, 36% want to avoid traditional TV commercials, and 27% prefer the content options on streaming platforms

Platform Popularity: Netflix is the most popular streaming platform (76%), followed by Amazon Prime Video (58%), Hulu (41%), YouTube TV (25%) and HBO Now (16%)

Device Popularity: Smartphones/mobile devices are the most popular way to stream (68%), followed by streaming devices connected to the TV, such as the Roku (60%), laptops (48%) and tablets/iPads (36%).

Pandora Media is rolling out a pilot program for its new podcast service. Read more…

Sirius XM has about 28.5 million self-pay subscribers and Pandora has 6.8 million paying subscribers, compared with 87 million for Spotify and about 45 million for Apple Music.

National Public Radio was the top podcast publisher with 41 active shows and a unique monthly audience of 16.4 million in September, according to researcher Podtrac.