How Americans Discover Music
Edison Research
Consumer and market researchers. Sole providers of the U.S. Election Exit Poll. Podcast Research since 2006.
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In this week’s insight:
Have you ever noticed a specific song stuck in your head all day and you’re not sure how it got there or why you can’t stop singing it? Here at Edison Research, we like to use data to answer your biggest questions. Our new report on Music Discovery will debut in a webinar on Thursday, August 15 at 2pm EDT, and will explore all the ways music might find its way into your ears and get stuck in your head.
In this presentation, based on a nationally-representative survey of the U.S. population age 12 and older, you will learn how important keeping up to date with music is to Americans, where they go to discover music –?how many people go to Spotify? Social media? – and importantly,?what their primary avenue is for musical exploration. Not only will the webinar go in-depth on all of these questions, it will also explore how habits and preferences around music discovery have changed over time.
And here’s a sneak peek: Among the many sources we asked about, two had a clear difference between men and women age 12+. As you can see in the chart below, women who are interested in learning about music are much more likely to use AM/FM radio as a source.
Strongly leaning the other way is video games. As you can see, men are nearly twice as likely to say they learn about music from their gaming consoles as women. Music in video games has come a long way from the theme songs to Tetris and Super Mario Bros. (catchy as they were). Games such as Fortnite feature current songs by popular artists, and games like Grand Theft Auto actually have radio stations playing in the in-game cars (and official playlists on streaming services to match). ? These are only two small points among many that will be unveiled in this webinar. You will also see how music discovery is changing over time – and this data is particularly illuminating. So, please click here and sign up for the webinar. Note that if you sign up for the webinar you will receive the presentation deck regardless of whether you are able to attend. ?
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