(ETX Daily Up) – dir = “ltr”> Who from the radio or from our relatives most influences our musical tastes? Neither, according to a new study. The vast majority of Americans consult streaming platforms looking for new hits to listen to, and no longer traditional music influencers.
The Covid pandemic – 19 will not have changed anything: streaming continues to occupy an essential place in the music industry. This is what the Nielsen Music / MRC Data research institute says in a new study, which in July looked at the music consumption habits of Americans. It turns out that more than two-thirds of respondents watch music videos online (62%) or listen to songs and playlists on streaming platforms (61%). In comparison, only 27% turn to the radio.
The influence of streaming is even more marked when we look at music recommendations. If Americans continue to turn mainly to the radio to discover new songs or artists to listen to, more and more of them are consulting audio and video streaming platforms. The influence of entourage on music recommendations is less marked than before, and has collapsed by 4% compared to last year.
Vinyl convinces, livestream concerts less
The study is also interested in “livestream” concerts, these performances filmed, broadcast live or recorded on the Internet, which multiplied during the health crisis. Although they have moved upmarket over the months, they have struggled to impose themselves in the cultural consumption habits of Americans. Only 5% of respondents have watched it in the past 12 months. Why ? Some have favored other forms of entertainment while others refuse to pay for a virtual concert.
Another strong trend observed during the pandemic: the comeback of vinyls. Given for dead after the arrival of CD and streaming, the LP has experienced a spectacular rebirth in recent months. This new craze for black cakes is carried by an audience of young aficionados. According to the MRC Data study, Gen Z members are more likely to have purchased a vinyl last year than music lovers of any other generation.