Welcome to Dan Calladine’s monthly look at key numbers in media & technology from the last month. This time he takes a look at Tidal, Netflix, Pinterest and more…

1.45 billion – The number of minutes spent online in the US in December 2015, according to comScore. This is 35 percent higher than in December 2013, but all of the growth is coming from mobile (up 78 percent) and tablets (up 30 percent), while desktop time spent has actually fallen by 1 percent.  Mobile is now 54 percent of time spent, up from 41 percent in 2013, while desktop has fallen from 47 percent to 35 percent.



68% – Over 2/3 of American smartphone owners stream music on their phones every day, according to Parks Associates, with users listening for an average of 45 minutes per day each.  Surprisingly they found Amazon Prime to be the most popular service – probably because music streaming is included in the standard Prime fee, along with video streaming and free delivery, and not sold separately

3m – The number of paying subscribers for the music service Tidal, owned by Jay-Z and friends, following a big boost from Kanye West’s Life of Pablo, which was only available to stream on the site. Tidal is much newer than Spotify, which has 30m paying, and Apple Music (11m), but Apple has far bigger resources, so this must be seen as a success for the Tidal

400,000 – The number of subscribers Lena Dunham’s Lenny Letter email picked up in just six months, another example of the power of celebrity in the new social world. The twice-weekly email also has an extraordinarily higher open-rate – 65 percent, which means that an average of 260,000 people read each issue.

49m – The number of connected TV homes in the US – including smart TVs, TVs connected to advanced gaming consoles, and also ‘dongle’ devices like ChromeCast and Amazon’s Fire Stick, allowing people to put the new on-demand services like Netflix onto their biggest screens easily.  Connected TV has been quietly growing for a few years, and can now surely be seen as mainstream.

350,000 – The number by which US pay TV subscriptions fell in 2015, which is presumably related – but far smaller – to the number of connected TV households.   Traditional Pay TV is now under serious threats from the new services, especially in the US, where both Facebook and Twitter are also starting to ramp up their live video offerings, and bidding for sports broadcast rights.

2,500 – Netflix’s library of titles in the US has shrunk by this number since the start of 2014. We think of Netflix as the producer of lots of new shows like House of Cards and Orange Is The New Black, and they’re very good at marketing their offering, but they’re less keen to talk about how they now have about a third fewer films and TV shows to choose from than they used to

72% – The proportion of Pinterest users who have seen something on the site, and then bought offline, according to their own Millward Brown research.  Pinterest is now rolling out internationally – a UK office opened earlier this year – and they are very keen to demonstrate their role in the purchase process and what differentiates them from other social services