The Music Discovery Report by Edison Research reveals the significance of staying up to date with music for the American population aged 12 and above. It also highlights the various platforms used for this purpose and how their usage has changed over time.
During a webinar led by Alex Bargiacchi, Senior Director at Edison Research, discoveries were shared with the audience. Some notable findings regarding music discovery include:
– Almost half of the U.S. population 12+ believes it is important to stay current with music: 14% consider it very important, while 35% find it somewhat important.
– Over time, Spotify has become one of the main sources for discovering new music: In 2016, 25% of Americans 12+ used Spotify for this purpose, but today that number has nearly doubled to 48%. Among all platforms, Spotify is also the most frequently used source for learning about music.
• The most dedicated music followers tend to be Americans aged 12-34 and those who identify as African American: Nearly one-quarter of African Americans aged 12+ consider it very important to keep up with music, while an additional 41% consider it somewhat important.
• Despite the rise of social media, word of mouth, YouTube, and AM/FM radio remain significant factors in music discovery: When asked about the importance of keeping up with music, 82% of Americans aged 12+ cite friends and family as a source, followed by 70% who turn to YouTube and 50% who listen to AM/FM radio.
Bargiacchi said, “Knowing your desired audience is extremely important when crafting your music promotion strategy. Habits and preferences differ significantly among various audience segments. Understanding and utilizing data should always be part of any music promotion strategy to help artists and creators reach strategic goals.”
