Data Store Music

Social media usage by music segments Q4 2022 Available for: US, UK, Canada, Australia, Germany, France, Sweden, South Korea, Brazil

Cover image for Social media usage by music segments Q4 2022


Our clients have full access to all of our datasets. Clients can log in to download this dataset.


This dataset contains survey data regarding weekly usage and daily usage of social media across over 115 music segments. It includes the following services: BeReal, Discord, Facebook, Facebook Messenger, Instagram, Instagram Reels, Pinterest, Snapchat, TikTok, Twitter, Weverse, WhatsApp, YouTube, and YouTube Shorts. 

Key benefits:

  • Inform your social media strategy
  • Set realistic expectations for your social media campaigns
  • Understand the relative positioning of social platforms, particularly which groups they cater to
  • Understand the ratios between weekly and daily active usage of social media, and see how this varies for different types of music consumer
  • Determine the optimum place to market your merchandise 

Examples of questions answered:

“What social media should I focus on to target rock fans versus hip hop fans?

“What percentage of Spotify subscribers use Instagram versus TikTok?”

“What percentage of Americans use Snapchat every day?”

“What percentage of Amazon Music users are female, compared to Apple Music users?”

“How does active usage of YouTube vary across age groups? How does this compare to TikTok?”

“Which social media are best to promote CD sales versus vinyl sales?”

“Which social platforms do merchandise buyers use most?”

“How can you best reach fans of your music genre?”

Key segments included:

By demographics:

Age, gender, age within gender, and income.

By behaviour:

Music streamers, music subscribers, digital single buyers, CD buyers, vinyl buyers, free music downloaders, gig attendees, merchandise buyers, in-car music streamers, live concert streamers, podcast listeners, streaming radio listeners, playlist curators, playlist listeners, album streamers, TV-show music streamers, Shazam music streamers, TikTok music streamers, playlist pre-savers, song sharers, radio listeners, and music radio listeners.

By time and money spent:

High and low music spenders, high and low time spent on music listening, aficionados (high money spent, high time spent), collectors (high money spent, low time spent), forgotten fans (low money spent, high time spent), the passive majority (low money spent, low time spent), and high and low merchandise spenders.

By service:

Weekly active users (WAUs), daily active users (DAUs), and paid users (where applicable) of YouTube Music App, YouTube (for music videos), SoundCloud, Tidal, Spotify, Apple Music, Amazon Music Unlimited, Amazon Music Free, Pandora, Audiomack, Shazam, Apple One, and Deezer.

By fans of specific music genres:

Afrobeats, classical, country, electronic / dance / EDM, hip hop, indie / alternative, jazz, K-pop, latin, metal, pop, R&B, rock, and world music.

By radio station / radio platform listeners: 

US only: iHeart, Slacker, NPR, WHTZ-FM, KIIS-FM, WBMP-FM, KCRW, Sirius XM, and WLTW-FM.

UK only: Capital, Heart, Magic, Radio 1, Radio 2, Radio 6, Radio 1Xtra, Classic FM, Radio 3, Scala, Radio X, and Kiss.Australia only: WSFM, Smooth FM, Kiis106.5, 2GB, 702 ABC, NOVA 96.9, ABC Radio, and Gold 104.3.

Canada only: CBC Radio One, CBC Radio Two, CHFI-FM, CHUM-FM, BOOM-FM, CFRB, Ici Radio, and TSN Radio.

Germany only: Dokumente und Debatten, Deutschlandfunk Kultur, Deutsche Welle, Deutschlandfunk Nova, Deutschlandfunk, WDR1 Lice, and SWR3.

France only: RTL, Europe 1, France Inter, Les Indes Radios, Franceinfo, RMC, and NRJ.

Sweden only: Rix FM, Lugna Favoriter, Bandit Rock, Sveriges Radio P1, Sveriges Radio P3, Dansbandska, and Electro Lounge.

South Korea only: MBC FM4U, KBS Cool FM, SBS Power FM, SBS Love FM, MBC Standard FM, and KBS Radio 2.

Brazil only: Globo, Transcontinental, Itatiana, Gazeta, Joven Pan, and Radio Alfa.

(note: services, companies and products vary by country)

Dataset Territories Available for Purchase




This report is relevant to the following roles: