Breaking through the noise is more important than ever for artists. As passive listening grows, facilitating active discovery has become a challenge. On top of this, the way consumers discover music is changing (and fragmenting) as streaming plays a weaker role in music discovery, overshadowed by YouTube and social media for younger consumers. Drawing from MIDiA’s Q4 2024 Global Consumer Survey, this report analyses how consumers across age cohorts, genre fandoms, and other segments discover music – and, perhaps more importantly, what they do next. The result provides recommendations for artists and marketing teams to use their resources more effectively depending on their specific goals.

Key data and insights:

• Top-ranked music discovery methods for 16-24-year-olds versus overall consumers, Q4 2024, global
• Top actions after discovering a song, Q4 2024, global
• Primary music discovery method and most likely next action, Q4 2024, global
• Consumer average spend in previous month on live music / concerts / gigs, by top discovery method, Q4 2024, global
• Consumer average spend in previous month on merch, by top discovery method, Q4 2024, global

This report sources data from:

• MIDiA Research Q4 2024 Consumer Survey, Total-9,019 (US-1002, UK-1000, Australia-1001, Canada-1000,Germany-1006, France-1008, Sweden-1000, South Korea-1001, Brazil-1001)

Words: 4004 Pages: 20 Infographics: 5

Companies and brands mentioned in this report: Spotify, Spotify Discovery Mode, TikTok, and YouTube