MIDiA Chart Of The Week: Listening Habits Of Streaming Music Consumers
Although the relatively early stage of development of the streaming market means that most listening habits are not yet being changed, there are fundamental shifts emerging among streamers and subscribers that point to the future of music consumption:
- Subscribers are fickle listeners: 58% of subscribers report listening to individual albums and tracks just a few times while 60% are doing this more than they used to because they are discovering so much new music. In both instances the rate is approximately double that of overall consumers. The abundance of choice presented by streaming services is contributing to lower listener engagement with any single artist or release. People are listening to more music but less frequently.
- Choice abundance leads to casual fan relationships: The surfeit of choice can be a barrier for more mainstream fans, creating a Tyranny Of Choice where the sheer volume of music is overwhelming. For sophisticated fans - which is what the majority of subscribers are - it is manifesting as a grazing mentality with users listening widely but not frequently. Artist – fan relationships are moving from long term liaison to short term flings.