A new study commissioned by Meta from analytics firm Luminate<\/a> positions Instagram<\/a> as the music industry\u2019s most concentrated superfan environment after YouTube<\/a>, with 58% of music superfans using the platform to engage with artists and nearly one in three of its daily music engagers qualifying as a superfan.<\/p>\n The research, which drew on 739<\/strong> randomly sampled artists, a survey of 4,041<\/strong> US listeners and a quasi-experimental analysis of streaming data, also found that artists whose streaming growth is strongly correlated with Instagram engagement saw median streaming volumes grow 23% year-over-year between Q2 2024 and Q2 2025, compared with 3%<\/strong> for the broader artist population \u2014 though the study does not establish that Instagram activity caused that growth.<\/p>\n The report, which you can read in full here<\/a>, found that Meta\u2019s Activation program \u2014 which pairs labels and publishers with Instagram\u2019s Reels ad infrastructure \u2014 independently drove off-platform streaming by roughly 10% in the week an activation launched and the four weeks after.\u201d<\/p>\n \u201cWe find strong evidence that Instagram\u2019s program is effective in driving growth of an artist\u2019s off-platform streaming,\u201d according to the report.<\/p>\n The report cited Alex Warren<\/b>\u2018s song Ordinary <\/i>as a case study. The song, released in February 2025, gained additional momentum after Instagram Activations were launched several weeks later, according to the report. Reels viewership and streaming volumes both climbed before the song reached No. 1 on the Billboard<\/a><\/i> Hot 100.<\/p>\n \n The data suggests that Activation effects also sustain themselves longer than a new single release.<\/p>\n \u201cWe find strong evidence that Instagram\u2019s program is effective in driving growth of an artist\u2019s off-platform streaming.\u201d<\/p>\n Luminate<\/span><\/p>\n<\/blockquote>\n Digging further into that 58% superfan figure, Luminate found that Instagram ranks second only to YouTube (83%) among social platforms for superfan music engagement.<\/p>\n \n One in three daily music engagers on Instagram, or 32%<\/b>, qualifies as a superfan, nearly double the 18%<\/b> rate observed across the broader base of music-engaged social media users. Among Gen Z, that figure rises to 38%<\/b>.<\/p>\n The research combined Luminate\u2019s music consumption metrics across streaming, physical sales, and radio play with Meta\u2019s internal engagement data. Luminate is the analytics firm behind the Billboard Charts.<\/p>\n Luminate defined superfans as consumers who engage with an artist in at least 5<\/b> of 13<\/b> unique ways. Those behaviors span attending live performances, purchasing physical merchandise and serving as \u201ca primary word-of-mouth ambassador.\u201d<\/p>\n Jaime Marconette<\/b>, VP of Music Insights and Industry Relations at Luminate, said: \u201cSuperfans are the primary drivers of the modern music economy, and Luminate provides the standardized data necessary to measure their actual impact across the industry. Our analysis confirms that Instagram is a central environment for building these deep relationships, as it hosts a high concentration of fans willing to invest their time and money back into the artists they follow.\u201d<\/p>\n \n \u201cSuperfans are the primary drivers of the modern music economy, and Luminate provides the standardized data necessary to measure their actual impact across the industry.\u201d<\/p>\n Jaime Marconette<\/b>, Luminate<\/span><\/p>\n<\/blockquote>\n The study found that compared to the average social media user, daily music engagers on Instagram attend more concerts, buy more physical music, and listen longer.<\/p>\n A total of 45%<\/b> of Instagram\u2019s daily music engagers attended a live music event in the past year, against 32% <\/b>for the base audience.<\/p>\n About 21% <\/b>bought vinyl in the last 12 months, nearly double the 12% <\/b>figure for the broader group.<\/p>\n Instagram\u2019s music engagers are also among the highest spenders across social media platforms. They spend an average of $55<\/b> a month on non-live music, versus $34<\/b> for the general audience, and $54<\/b> for TikTok music engagers. Their streaming spending is also up at $18<\/b> per month, versus $11 <\/b>by average users and $16 <\/b>for TikTok music engagers.<\/p>\n Further comparing Instagram\u2019s music audience with TikTok\u2019s, the study found that the two platforms drew audiences with almost similar paid streaming adoption \u2014 71%<\/b> for Instagram and 72% <\/b>for TikTok.<\/p>\n \n \u201cPartnering with Luminate on this custom study helps to explain what we have long believed to be true: Instagram is the best place to build artist careers.\u201d<\/p>\n Tamara Hrivnak<\/b>, Meta<\/span><\/p>\n<\/blockquote>\n While 32% <\/b>of users on Instagram qualify as music superfans, only 27%<\/b> fit that category on TikTok, according to the report.<\/p>\n Tamara Hrivnak<\/b>, VP of Music & Product Partnerships at Meta, said: \u201cPartnering with Luminate on this custom study helps to explain what we have long believed to be true: Instagram is the best place to build artist careers.\u201d<\/p>\n \u201cBeyond short-lived moments, we see that Instagram can uniquely connect artists with Superfans and the high-value music audiences that drive their careers, both in terms of off-platform streaming and beyond.\u201d<\/p>\n Music Business Worldwide<\/span><\/p>\n<\/div>\n \u2018 The preceding article may include information circulated by third parties \u2019 <\/em><\/p>\n \u2018 Some details of this article were extracted from the following source www.musicbusinessworldwide.com \u2019 <\/em><\/p>\n","protected":false},"excerpt":{"rendered":" A new study commissioned by Meta from analytics firm Luminate positions Instagram as the music industry\u2019s most concentrated superfan environment after YouTube, with 58% of music superfans using the platform to engage with artists and nearly one in three of its daily music engagers qualifying as a superfan. The research, which drew on 739 randomly […]<\/p>\n","protected":false},"author":2,"featured_media":2356064,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"_jetpack_memberships_contains_paid_content":false,"jnews-multi-image_gallery":[],"jnews_single_post":[],"jnews_primary_category":[],"jnews_social_meta":[],"footnotes":""},"categories":[25179],"tags":[],"class_list":["post-2356063","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-music"],"jetpack_featured_media_url":"https:\/\/celebrity.land\/en\/wp-content\/uploads\/2026\/04\/Meta-touts-Instagram-as-music-superfan-hub-in-new-Luminate.jpg","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/posts\/2356063","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/comments?post=2356063"}],"version-history":[{"count":1,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/posts\/2356063\/revisions"}],"predecessor-version":[{"id":2356065,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/posts\/2356063\/revisions\/2356065"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/media\/2356064"}],"wp:attachment":[{"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/media?parent=2356063"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/categories?post=2356063"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/tags?post=2356063"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}![](\"https:\/\/www.musicbusinessworldwide.com\/files\/2026\/04\/Screenshot-2026-04-02-at-3.10.39-PM-80x41.jpg)
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