Total revenue growth in streaming heartland markets in 2012 and 2013 painted a strong picture for the streaming era.  But by 2014 much of that growth had transformed into decline. Neither trends provide definitive evidence for the case for streaming but both point to the wafer thin margins between growth and decline in the music market.  Consumer behaviour and business models are both under going a transition process of seismic proportions, spearheaded by the Music Aficionados.  These consumers have long been the beating heart of music revenues but the market is becoming ever more dependent upon them and their behaviour will increasingly determine the music revenue outlook.