How might we develop global experiences that create new ways for creators and listeners across all content types to engage with the product?
Solution Validation
Literature Analysis & Market Research
We identified a clear trend through our research: creators and Gen Z listeners both crave more authentic interactions. With the growing livestreaming market, there’s a opportunity to design experiences that bring those connections to life.
0%
0%
of creators say direct fan engagement is key to long-term growth and sustainability
— Patreon Creator Economy Report, 2023
3 in 4
Gen Z listeners say they want to interact with creators “like friends, not celebrities”
— Spotify Culture Next, 2023
$0B
$0B
projected size of the global livestreaming market by 2027
— Grand View Research, 2023
Competitive Analysis
Existing major platforms offer livestreaming for general creators, but none of them are specifically catered for artists and fans
Youtube Music
Community posts offer one-way communication
Spotify
Stories + DMs exist but lack built-in translation, limiting inclusivity
APPLE MUSIC
Strong in content but minimal in fan engagement features
Main Takeaway
Research showed that both creators and fans crave authentic, two-way engagement and the livestreaming market, projected to reach $77B by 2027, reinforces the opportunity. Existing platforms offer livestreaming, but none are designed specifically for audio creators and fans.
This gap positions Amazon Music to lead by transforming listening into shared, social experiences that engage artist-fan relationships.
