Songs engagement and spending hit record highs driven led by streaming, vinyl, social video [MusicWatch]

New music engagement and investing are at file concentrations as much more US consumers embrace audio subscriptions and discover songs in a more assorted way than ever, according to the most recent consumer study from Songs Observe.

The amount of People in america paying on recorded tunes hit a 15 calendar year substantial of 211 million with expending per consumer surging in 2021. This is dependable with new stats from the RIAA ( RIAA yr-finish income report 2021) which confirmed US recorded songs revenues up 23%.

Tlisted here had been three main drivers of this solid advancement:

  • elevated adoption of new music streaming,
  • growling interest in vinyl by the younger demos
  • the really meteoric rise of social video clip.

Highlights from the 2021 MusicWatch customer survey

  1. The selection of US recorded songs potential buyers hit a 15 year substantial, at 121 million, or fifty percent the US web inhabitants aged 13 and more mature. This is an 11 % boost over 2020, and a 51 % achieve off the very low of 80 million in 2014. 
  2. Recorded New music devote grew by 5 % this calendar year, to an regular of $98, like streaming subscriptions (but not Sirius or Amazon Prime), vinyl documents, CDs and digital downloads. Overall  shell out, such as recorded music, goods, live events, paid are living streams and SiriusXM subscriptions grew by 14 per cent to $122 for every capita. 
  1. There are 211 million tunes streamers in the US, including “pure play” tunes products and services and video services from YouTube. That translates to 87 per cent of the world-wide-web using populace who expert streaming at minimum the moment throughout 2021. 
  2. The variety of paid subscribers strike a document 97 million. Including all those who subscribe to SiriusXM satellite radio and use their Amazon Primary subscription to access Amazon Music, the full paid foundation jumps to 130 million- extra than double the number from 5 several years in the past, with 56 million in 2017. 
  3. Steady with RIAA’s reporting that the price of vinyl shipments rose by 61 per cent, MusicWatch mentioned that the variety of new vinyl album purchasers jumped by 27 p.c in 2021, and common spend for every vinyl consumer grew by 19 per cent. The development in buyers was closely fueled by youthful shoppers, aged 13-24. 
  4. The CD obtaining inhabitants grew for the first time in several several years, also among the young customers. MusicWatch has famous that the broadly claimed “CD resurgence” may well be a mirage as the prolonged-time period trend in CD listening, in autos and at dwelling, continues to be destructive and a lot of CD KPI’s keep on being under pre-pandemic degrees. 
  5. In conditions of how Americans listen to songs, streaming remains the most well known structure, with pure engage in and video clip solutions this sort of as YouTube, Pandora, Spotify, Apple New music and Amazon accounting for 32 per cent of weekly music listening time. Broadcast and electronic radio follows, with a 17 per cent share. MusicWatch for the initial time broke out time spent listening to songs and dance video clips on platforms these kinds of as TikTok, Instagram Reels and Triller. These social online video platforms account for 11 percent of weekly new music listening. 
  6. Utilization and engagement metrics all-around audio on social video platforms are astounding. Over 50 % the populace is using social video for new music or dance movies and they devote nearly 7 hrs per 7 days on the system 48 percent have interaction each day, extra than for streaming or radio. 
  7. Sharing of compensated streaming accounts, which experienced been surging, leveled off in 2021, as far more undertake relatives programs and obtain their very own subscriptions. 
  8. Stream-ripping of song data files proceeds to be a plague, with an approximated 19 million ripping at minimum just one music file during 2021.
  9. 95 per cent of online customers actively use a single or extra equipment that can facilitate tunes streaming smartphones, intelligent TVs, streaming media bins or clever speakers. MusicWatch observed that growth in clever speaker usage stalled throughout 2021. 
  10. Traditional Rock stays the country’s “favorite” genre. We requested people which genres they regularly hear to, add to playlists, attend shows, or get recorded audio or merch. Classic Rock was #1, picked by 24 percent HipHop by 21 percent and Nation by 20 per cent. 


MusicWatch’s Yearly Music Research is composed of two shopper investigation assignments, the initially consisting of 5,000 respondents very carefully weighted to signify the US world-wide-web making use of inhabitants13 and more mature. This element appears to be like at getting and tunes engagement designs, and gathers motivations for new music behaviors.

This is complemented with a study of US internet end users to understand weekly new music listening behaviors.

Both of those scientific tests had been fielded January 2022. The MusicWatch analyze is the longest managing profile of the US songs customer, getting started in 2002. 

Bruce Houghton is Founder and Editor of Hypebot and MusicThinkTank and serves as a Senior Advisor to Bandsintown which obtained both equally publications in 2019. He is the Founder and President of the Skyline Artists Agency and a professor for the Berklee University Of Audio.