Music Discovery Streaming’s Growing Role
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The 20,000 Foot View: Radio has long led music discovery and continues to do so today. However, streaming – both audio and video – are making up ground fast, especially among more engaged and younger music fans. These shifts in discovery come as music marketing strategy is placing an ever-greater emphasis on streaming.
Key Insights
- Despite declining and the onslaught of streaming, is still the main way which consumers discover music, with
- YouTube retains place at and, perhaps more it gained six points on between 2019 and 2020
- Audio streaming the biggest gainer and between and 2020, moving from the widely cited way of finding music to the third, with
- Streamers and aficionados over-index strongly for social illustrating the importance of targeting to drive streams
- The less an audio streaming market, the the role of radio – YouTube’s importance is largely unaffected
- There is generational divide in music discovery, younger consumers skewing towards audio and YouTube, while older ones on radio
- Audio streaming the dominant form of music among daily users of streaming YouTube and radio are also key
- Just of weekly active users rely on for music discovery
Companies and brands mentioned in this report: Spotify, YouTube