How People Connect With Music Through Artists and Genres They Love
Global music industry insights 2021
1-Dec-2022
An IFPI survey has revealed some interesting insights about how people are connecting with the artists and music they love. The report based on the views of 43,000 music fans across 21 countries paints a diverse picture of how music is enjoyed around the world. According to the research, fans are exploring new opportunities to engage with new, dynamic, and immersive music experiences.
This engagement is driven, in part, by record labels’ investment and the increasing abundance and growth of music licensed for streaming services, particularly subscription audio streaming, which provides fans with the choice to listen to their favourite artists and music.
THE
MUSIC ENGAGEMENT
MIX
05%
OTHER FORMS OF MUSIC LISTENING
(e.g., TV, on-demand premium video services such as Netflix or music swapped with family and friends)
03%
SOCIAL MEDIA PLATFORMS
(e.g., Facebook, Instagram)
02%
LIVE
(including livestreaming)
Globally, people are spending more time listening to music. More people listen to music today than ever before, spending an average of 18.4 hours a week listening to music (up from 18 hours in 2019).
As a result of record labels’ investment, engagement with streaming, especially subscription audio streaming, continues to grow, demonstrating increasing value to fans. There is a 51% increase in time spent listening to music via subscription audio streaming, as music fans continue to embrace streaming for its access and autonomy to choose the artists and music that they enjoy.
Many people, especially young people, find comfort and healing through music in difficult times. 87% said that music provided enjoyment and happiness during the pandemic. 68% of 16-19 said new releases from their favourite artists helped them during the pandemic.
With the advent of short-form video, live streaming, and in-game experiences, music fans have experienced an increased level of engagement with music. 68% of the time spent on short-form video apps involved music-dependent videos, such as lip-syncing and dance challenges. Additionally, one in three (29%) said they had watched a concert live in the last 12 months.
A NEW AND
EXCITING LANDSCAPE
FOR
MUSIC LISTENERS
There is a rich and diverse mix of genres being enjoyed by music fans around the world. The study found that well over 300 genres were listed by at least one participant as genres they typically listen to. These genres included GQOM, Axé, and Hokkien songs. This reflects the rich, diverse, and highly competitive music landscape fans now enjoy around the world.
Source: IFPI
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