Music Canada, the organization that monitors and lobbies for the Canadian recorded music industry, commissioned a study of 2500 Canadians to determine how COVID-19 is affecting the way we consume music.
Here are some general findings to set the table:
- Worry over the virus is declining. As of May 11, 30% of Canadians say they’re extremely/very worried about COVID-19. We’re also seeing a downward trend in worry.
- However, 69% of us are concerned about a second spike of the virus later this year.
- 51% say that it will take six months or more for things to get back to normal.
- 54% think that COVID-19 will “really change how I live.”
Now let’s look at music in general.
- 55% of Canadians say they love music. Another 36% says they like it. I don’t know what the last 9% are thinking.
- 31% are watching more online content from musicians
- 35% are listening to more music
- 31% are watching more music videos
- 24% are watching more recorded live concerts.
- 78% say that listening to music relieves stress
- 43% say they discovered new artists during the pandemic
- 55% are thrilled with all the new online content they’ve found about music and their favorite musicians.
- 79% say that digital experiences are okay, but they can’t replace the real thing.
Well, what about live music?
- 24% said they will “probably never” go back to a bar or pub for live music once all physical distancing restrictions.
- 21% will “probably never” go to a small venue for a concert, while 26% won’t be going to a large venue and 25% won’t ever go to a festival again.
- Going to a concert in the US? 50% say “No way. Ever.”
- 58% say that the cancellation of concerts makes them feel worse about the pandemic.
What can we learn from all this data?
- We’re worried about the impact of COVID-19. Digging into the numbers, live music lovers are extra worried.
- Those who love live music really, really miss going to gigs, but fears of COVID-19 may keep them at home, even when given the all-clear.
- Until a vaccine is found, live music lovers won’t feel comfortable, even if there’s testing.
- There’s a big difference between being able to do something and feeling comfortable doing it.