Streaming tops the list of Discovery sources replacing broadcast and digital radio as top source of new music according to a recent study by US consultancy MusicWatch. They surveyed 1000 music listeners in the US covering their music listening habits and other topics around the discovery experience.
For generations, radio, retail and recommendations drove music discovery. These ‘3 R’s’ helped to create awareness of new music; curated by DJ’s, record store staff and our closest friends. Fifteen years ago broadcast radio was the top source of music discovery but by the late noughties the discovery scene had begun to shift, with digital downloads and nascent streaming models taking a greater role, CD sales waning, and increasing emphasis on re-discovery of catalogue music.
Key findings of Music Discovery survey
- Innovation has fuelled music discovery. The survey examined 35 potential sources for music discovery, asking which were helpful to music discovery with two-thirds (63%) citing streaming, either audio or video services. Other sources considered useful were live streams, podcasts or smart speakers. The time we are spending watching video-on-demand helped place movies and TV shows high on the list.
- Music discovery is a highly personal experience with six out of ten music listeners reported that they had experienced a music discovery moment in the past 6 months. Nearly half of respondents said they were satisfied hearing songs from their favourite artists, while 26% spend a lot of time seeking new songs and artists that they had not heard before. One in four ‘lean-in’ and actively look for new music while they listen, but 44% are content just having new music curated for them.
- There are high levels of activation. The research showed that six in ten are going back to re-listen to the song that they discovered with 65% using an audio or video service to accomplish that. These ‘re-streamers’ also go deeper into the artist’s catalogue, looking for lyrics, pictures or artist information. This activation can have direct financial impact for artists. Impressively, 42% look for tour information and 46% search for places to buy the music.
- Streaming features supporting music discovery are highly effective. Many streamers regularly take advantage of playlist features intended to highlight new music. Half say that personalized playlists do a good job of exposing them to new music; 82% like the mix of old and new music they are hearing.
