There’s a new study on how people discover music–and it’s a little concerning
We’ve come a long way from discovering new music via the radio, wandering in record stores, and word-of-mouth. Bain & Company has a new survey on how Americans discover music in the digital age. (Yes, it’s an American story, but we can probably extrapolate a few things for Canada.)
Entitled Music Discover: More Channels, More Problems, the survey (n= 5,000 people) can be summarized as this: There’s too much music to choose from and it’s increasingly difficult for labels and artists to target possible fans.
- 56% picked playlists created by streaming platforms.
- 44% cites recommendations, shares, and reviews.
- 43% said social media
- 42% said movies, TV, and other media (radio included)
You can read the entire survey here. There are some nifty animated charts.
