CMA Research Shows Country Music Consumers Spend More On Music
Key Findings Also Indicate Variations in Listening Platform Use
New Country Music Association research has shown that Country Music fans, on average, spend more on music than fans of any other genre. The findings were presented Tuesday during the second of three webinars presenting CMA's extensive consumer research initiative: "Understanding Today's Shifting Consumer Landscape and Changing Country Music Audiences, Music Choices, and Behaviors."
The latest webinar, titled "New Ownership Beliefs and Music Spending Profiles," revealed more Country Music fans spend on music than fans of other genres. Seventy-seven percent of Country Music fans had purchased music products and services in the past six to twelve months - a level higher than other genre audiences, which saw an average of 71 percent audience spending.
"This research has shown us the many ways consumer behavior patterns are shifting and changing," said Karen Stump, CMA Senior Director of Market Research. "These latest statistics show Country Music fans are not only consuming music, but they are still spending each year on music, downloads, concerts, and more."
Country Music consumers spend an average of $392 annually; however when the demographic data within the Country Music consumer subgroups is examined, that number jumps to $472 amongst non-white listeners, who are more likely to spend on concerts, festivals, and digital music. Gen X Country Music fans spend an annual average of $456.
Examining the consumption of these emerging fans amongst Millennial and non-white consumers, research showed that radio is still the most used medium for listening overall. Fifty-two percent of Millennials use streaming services daily to consume music, while 41 percent listen to radio daily. Forty-five percent of non-white fans use streaming services daily, and both groups utilize YouTube at a higher rate than consumers overall.
It is also important to note that seven percent of daily listeners access each and all surveyed platforms (radio, streaming services, YouTube, digital downloads, and physical CDs) daily to consume Country Music. Millennials and non-white fans are even more likely to be engaged with all platforms on a daily basis (11 percent and 13 percent, respectively).
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