The Digital Media Association (DIMA), the trade association representing the world’s leading streaming services, has revealed new research around the streaming and spending habits in the Americana fan genre.
Through the research, it was found that Americana fans spend more than double on music annually than any other genre, with the average fan spending $837 on recorded music, live and merchandise compared to $400 in other genres. It was also revealed that Americana fans spend 24% more time listening than other genre fans. 71% of Americana fans also pay for an on-demand subscription, beating the 44% national average.
“This research underlines the passion of the Americana community and how streaming is deepening that engagement.” says Graham Davies, President and CEO, DIMA. “Americana has grown from a regional scene into a genre with national and international reach. With streaming now representing 69% of recorded music revenues globally, streaming services are powering this growth by connecting artists directly with audiences everywhere. Innovations from streaming services help ensure that Americana creators and rights holders in genres like Americana reach audiences across the country and around the world, and empower fans to discover new music and build deeper, lasting relationships with their favorite artists.”
DIMA’s research also spotlighted the Americana listener demographic, revealing that 76% of Americana music streamers are under 44, and the strongest concentration of U.S. listeners are in the South Central and South Atlantic regions. Additionally, 90% of Americana fans largely stream at home, with an additional 73% consistently listening in their car.
Madison Hahnen is Project Manager at MusicRow Magazine, where she helps carry out operational objectives and large-scale projects for the company. She also manages the company’s subscriptions. Hahnen graduated from Bryant University in May of 2020 with a B.S. in Team & Project Management and a minor in communication studies.
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