Songs engagement and paying strike report highs pushed led by streaming, vinyl, social online video [MusicWatch]

Tunes engagement and paying out are at document ranges as a lot more US buyers embrace tunes subscriptions and discover new music in a far more varied way than ever, in accordance to the newest purchaser investigation from Music Watch.

The range of People expending on recorded songs hit a 15 calendar year substantial of 211 million with investing per customer surging in 2021. This is dependable with current stats from the RIAA ( RIAA year-conclusion revenue report 2021) which showed US recorded new music revenues up 23%.

Tin this article have been a few primary motorists of this powerful development:

  • improved adoption of tunes streaming,
  • growling desire in vinyl by the more youthful demos
  • the actually meteoric rise of social online video.

Highlights from the 2021 MusicWatch buyer study

  1. The range of US recorded songs potential buyers strike a 15 year higher, at 121 million, or 50 % the US online inhabitants aged 13 and more mature. This is an 11 percent raise over 2020, and a 51 percent gain off the reduced of 80 million in 2014. 
  2. Recorded Music devote grew by 5 per cent this calendar year, to an average of $98, including streaming subscriptions (but not Sirius or Amazon Key), vinyl information, CDs and digital downloads. Overall  spend, which includes recorded music, items, stay functions, compensated live streams and SiriusXM subscriptions grew by 14 percent to $122 for each capita. 
  1. There are 211 million music streamers in the US, like “pure play” audio providers and online video expert services from YouTube. That translates to 87 p.c of the online utilizing populace who seasoned streaming at minimum when all through 2021. 
  2. The quantity of paid out subscribers hit a document 97 million. Such as people who subscribe to SiriusXM satellite radio and use their Amazon Prime subscription to entry Amazon Music, the overall paid base jumps to 130 million- additional than double the quantity from 5 many years in the past, with 56 million in 2017. 
  3. Regular with RIAA’s reporting that the price of vinyl shipments rose by 61 p.c, MusicWatch mentioned that the amount of new vinyl album consumers jumped by 27 % in 2021, and typical invest for every vinyl purchaser grew by 19 p.c. The advancement in prospective buyers was closely fueled by young consumers, aged 13-24. 
  4. The CD getting populace grew for the initial time in lots of a long time, also between young shoppers. MusicWatch has noted that the widely reported “CD resurgence” may be a mirage as the extended-expression trend in CD listening, in cars and trucks and at residence, remains detrimental and lots of CD KPI’s continue being underneath pre-pandemic ranges. 
  5. In phrases of how Us residents hear to tunes, streaming stays the most popular format, with pure engage in and online video expert services such as YouTube, Pandora, Spotify, Apple Music and Amazon accounting for 32 percent of weekly new music listening time. Broadcast and electronic radio follows, with a 17 % share. MusicWatch for the first time broke out time invested listening to audio and dance movies on platforms these as TikTok, Instagram Reels and Triller. These social video clip platforms account for 11 % of weekly new music listening. 
  6. Use and engagement metrics all around songs on social movie platforms are astounding. More than half the populace is utilizing social online video for new music or dance video clips and they spend just about 7 several hours per week on the system 48 p.c have interaction day-to-day, much more than for streaming or radio. 
  7. Sharing of paid streaming accounts, which had been surging, leveled off in 2021, as more adopt loved ones strategies and get their own subscriptions. 
  8. Stream-ripping of music data files proceeds to be a plague, with an believed 19 million ripping at least a person new music file during 2021.
  9. 95 per cent of online end users actively use one or a lot more units that can facilitate music streaming smartphones, good TVs, streaming media boxes or clever speakers. MusicWatch famous that development in sensible speaker use stalled during 2021. 
  10. Classic Rock remains the country’s “favorite” genre. We requested buyers which genres they regularly pay attention to, insert to playlists, go to shows, or get recorded songs or merch. Common Rock was #1, selected by 24 % HipHop by 21 % and Place by 20 percent. 


MusicWatch’s Once-a-year New music Review is made up of two customer investigate projects, the very first consisting of 5,000 respondents meticulously weighted to signify the US web making use of populace13 and more mature. This element seems to be at getting and songs engagement patterns, and gathers motivations for new music behaviors.

This is complemented with a analyze of US online people to recognize weekly tunes listening behaviors.

Both of those reports were fielded January 2022. The MusicWatch research is the longest jogging profile of the US tunes client, obtaining started in 2002. 

Bruce Houghton is Founder and Editor of Hypebot and MusicThinkTank and serves as a Senior Advisor to Bandsintown which acquired each publications in 2019. He is the Founder and President of the Skyline Artists Company and a professor for the Berklee College or university Of Tunes.