Luminate Year-End Report 2023

2023

Luminate Year-End Music Report

Contents

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Year-End Metrics

Making Moves

Languages, Listeners and Locations

It Was All a Stream

Year-End Charts

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Date range for consumption data: 12/30/22-12/28/23 (As compared to 12/31/21-12/29/22)

Vol. Change

+33.7%

5.3T

Global Metrics

Total On-Demand Song Streams (Audio + Video)

Total On-Demand Audio Song Streams

Vol. Change

+22.3%

7.1T

3.4T

4.1T

U.S. Metrics

+ 12/30/22-12/28/23 (As Compared To 12/31/21-12/29/22) * SEA (STREAM-EQUIVALENT ALBUMS): 1250 PREMIUM STREAMS = ONE ALBUM // 3750 AD-SUPPORTED STREAMS = ONE ALBUM; TEA (TRACK-EQUIVALENT ALBUMS): 10 DIGITAL TRACKS = ONE ALBUM ** CATALOG = 18 MONTHS OR OLDER AND HAVE FALLEN BELOW NO. 100 ON THE BILLBOARD 200 CHART AND DON’T HAVE A SINGLE FROM THE ALBUM THAT IS CURRENT ON ANY OF BILLBOARD’S RADIO AIRPLAY CHARTS ON-DEMAND VIDEO SONG STREAMING INCLUDES OFFICIAL, SONG UGC AND NON-SONG UGC

2022+

2023+

Introduction

In July, with the release of the Luminate 2023 Midyear Music Report, we revealed new insights around the power and influence of super fans and the increase of foreign language-music consumed by U.S. listeners. The data in that report also shed light on the continued growth of content (ISRCs) added to streaming services each day. In the following report, we explore the continuation of those trends, using data to illustrate how they are defining the state of the music industry. We also share newer trends that have taken shape since the first half of the year, amplified by our new country-level streaming data for 50 different global markets – now accessible on our new data platform. The enclosed findings are consistent with Luminate’s commitment to being the trusted, objective and accurate data source reflecting and serving the entertainment industry at-large. That commitment also extends to helping bridge the gap for all adjacent industries including technology, finance, advertising, brand marketing and more. As always, the Charts included in this report are presented by Billboard, Luminate’s exclusive chart partner for more than three decades.

As streaming growth continues on a global scale — the latest Luminate data shows a +12.7% increase in total On-Demand Audio streaming activity between 2022 and 2023 — conversations surrounding artist royalty payments are at the forefront of the industry. An important part of those conversations requires understanding what is actually being streamed and how much content listeners have to choose from. In the following report, we unpack new data-fueled insights surrounding the gender identity of the top streamed songs — including the fact that there was a +4.2% YoY increase of female artists in the Top 500 most streamed (On-Demand Audio) songs in the U.S. in 2023. We also share new insights into the ongoing streaming pyramid of what percentage of songs are actually getting significant streams, what Catalog music performs best on streaming by year, and the latest view of independent vs. major label streaming market share.

Super fans continue to prove their power in the music industry, having an outsized impact on sales and streams. But they also support their favorite artists beyond music consumption, with options for purchasing merch and experiences — both online and in-person — proving to be just as vital for expressions of their fandom. In the following report, we breakdown the latest insights surrounding the next generation of super fans. For example, Luminate’s latest audience insights data shows that super fans spend 126% more on artist merch than the average music listeners. Diving even deeper, we’re taking a look at the super fans that drive the K-Pop and J-Pop merch market, with a focus on what kind of demand drives that business. We also show the latest insights on platforms like Discord and Patreon and their impact on connecting artists with their most engaged listeners.

Between Barbie, Taylor and Beyoncé, music was all over the big screen in 2023. In the following report, we take a look at how the relationship between music, film, TV and SVOD (video streaming) evolved over the past year to drive multi-media awareness and engagement across various projects. For example, our data shows that Netflix's Wham! documentary drove massive On-Demand Audio streaming gains for the Wham! and George Michael’s catalog on a global scale after its premiere. Using Luminate’s audience research insights, we also illustrate the correlation between movie theater goers’ behaviors and those of live concert attendees. U.S. movie theater goers are 54% more likely to have attended a live concert in the last 12 months than the general population. These insights also help us understand behaviors around music discovery — like the fact that 30% of U.S. Gen Z and Millennial females discover new music and artists through movies and movie soundtracks, which makes them 15% more likely to do so than the general population.

It Was All a Stream

Business Beyond The Stream

Soundtracks & Syncs

2023

Year-End Metrics

12/30/22-12/28/23 (As Compared to 12/31/21-12/29/22)

Vol. Change

+12.3%

159.7T

142.2B

On-Demand Streaming: Video

Vol. Change

+12.6%

1.1B

974.9M

Total Album Consumption

Album + TEA + On-Demand SEA*

Vol. Change

+12.9%

1.0B

0.9B

Total Digital Music Consumption

Digital Albums + TEA + On-Demand SEA*

Vol. Change

+5.2%

105.3M

100.1M

Total Album Sales

Physical + Digital

Vol. Change

+12.7%

1.2T

1.1T

On-Demand Streaming: Audio

Vol. Change

+14.6%

1.5T

1.3T

On-Demand Song Streaming

Audio + Video

Vol. Change

+5.8%

212.1K

200.5K

Cassette Sales

Vol. Change

+8.9%

87.0M

79.9M

Physical Album Sales

Vol. Change

+3.8%

17.5M

16.9M

CD Album Sales

Vol. Change

+21.7%

23.6m

19.4M

Vinyl LP Sales

2022+

2023+

U.S. Catalog vs. Current Consumption

2022+

2023+

Vol. Change

+10.9%

300.4M

270.9M

Current Total Album Consumption

27.4%

27.8%

Current Share

Vol. Change

+13.2%

796.8M

703.9M

Catalog Total Album Consumption

72.6%

72.2%

Catalog Share

TREND 1

Making Moves Genre Trends in 2023

3X Millennials who attend live events and virtual concerts on average spend 3X more per month on music activities than the average U.S. listener

+22% Gen Z are more likely to agree with the statement:

36% Virtual concert attendees cite Friends/Relatives as a source of virtual concert discovery

Source: Luminate Music Consumption Data

Regional Mexican has grown in 2023 to 21.9B U.S. On-Demand Audio streams

+60%

*SUPER FANS ARE THOSE WHO ENGAGE W/ ARTISTS AND THEIR CONTENT IN 5+ DIFFERENT WAYS Source: U.S. Music 360 2023 - Q3

Super Fans spend +68% more money on music each month than the average U.S. music listener

+68%

Super Fans spend 126% more on artist merch than the average music listeners

+126%

Super Fans spend 76% more money on Physical Music compared to the Average U.S. Music Listener

+76%

SOURCE: U.S. Music 360 2023 - Q3

Are 70% more likely to have attended a live concert in the last 12 months (34%)

Live Concert goers are 76% more likely to go to a movie theater in the next 3 months (60%)

59% say they like watching live streamed performances by music artists, which is 13% more than Gen Pop

+70%

+76%

59%

TREND 2

U.S. Listeners Engaging with Non-English Content

Source: Luminate Music Consumption Data *Streaming Share of Top 10k Total On-Demand (audio & video) tracks

About Luminate

Luminate is the preeminent entertainment data and insights company, unleashing access to the most essential, objective, and trustworthy information across music, film, television, gaming, short-form video and more. Luminate’s databases house information compiled from over 500 verified sources, managing more than 20 trillion data points.

About Luminate

click on circles TO READ about each trend

SOURCE: Nigeria Music 360 2023

A Closer Look: Music Consumer Profiles in Select African Countries

A New Country Consumer is Emerging to Power the Genre to One of the Fastest-Growing in the U.S.

Younger Fans Are Powering Country Artists to New Streaming Heights

Bailey Zimmerman

Zach Bryan

Luke Combs

Morgan Wallen

Average Country Fan

Music Streaming

AM/FM Radio

#1 LISTENING FORMAT

Millennial

Biggest Fan COhort

Gen Z/ Millennial

Millennial

Boomers

Gen Z/Millennial

CLICK on map for more info

There was an average of 103.5K new ISRCs delivered to DSPs each day in 2023, which is up 10.8% from 2022 when there was an average of 93.4K delivered each day

Average Daily ISRC Delivery to DSPs

Rest of Industry*

Major Distribution

*Inclusive of independent distribution and DSPs that cater to creator network

2023

Year-End Charts

Luminate is the preeminent entertainment data and insights company, unleashing access to the most essential, objective, and trustworthy information across music, film and television, with data compiled from hundreds of verified sources. Today, the company maintains its more than 30-year legacy of accurate storytelling by powering the iconic Billboard music charts, while also acting as the premiere database for the television and film industries. Working closely with record labels, artists, studios, production companies, networks, tech companies, and more, Luminate offers the most valued source of comprehensive, independent, and foundational entertainment data that drives industry forward. Luminate is an independently operated company and a subsidiary of PME TopCo., a joint venture between Penske Media Corporation and Eldridge.

Streaming share of English language content in Top 10K U.S. Total On-Demand (Audio & Video) tracks down 3.8% since 2021; Spanish grows 3.8%

Top 3 Languages in U.S. Consumption 2023*

English — 88.8%

Spanish — 8.1%

Korean — 0.7%

English Language Share of Streaming in U.S.

Spanish Language Share of Streaming in U.S.

Morgan Wallen

Media Contact: press@luminatedata.com

U.S. Genres that Grew the Slowest (or Declined) in ODA

-10.2%

Comedy

-6.9%

New Age

-6.2%

Children

SOURCE: Luminate Music Consumption Data

CLICK ON CIRCLES for more info

-193.9MOn-Demand Audio Streams

-452.1MOn-DemandAudio Streams

-890.1MOn-DemandAudio Streams

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Click here to download a PDF version of the report.

SOURCE: Artist & Genre Tracker 2023

As new technologies become available, the music industry is grappling with how to make use of them in ways that will drive beneficial growth for the entire ecosystem, and one of the most notable innovations that’s being utilized in the live music space is the virtual concert. In the following report, we use ABBA’s ongoing “ABBA Voyage” virtual residency in London, UK, to highlight the ways this new type of live engagement can drive streaming growth for Catalog music. Furthermore, we break out listener behaviors to showcase who exactly spends money on a virtual event. Building on that Catalog growth, we also take a look at the current state of Catalog acquisitions and how current economic realities have impacted that big music investment trend.

The Music Plays Forever

In our 2023 Midyear Music Report, we revealed that the share of English-language music is decreasing among the most streamed songs in the U.S. That trend has continued throughout the rest of this year. The latest data shows that since 2021, there’s been a -4.8% decrease in English-language music’s share amongst the Top 10K most-streamed songs in the U.S., and notably, a +3.8% increase in Spanish-language music’s share in that same timeframe. We know this is due to the Latin genre’s significant rise fueled by artists like Bad Bunny, Peso Pluma and Eslabon Armado. That’s only part of the story. To understand the relationship between language and music listeners, we’re diving deep into our audience research insights and listener profiles. Our latest data shows that 63% of Gen Z and 65% of Millennial music listeners in the U.S. agree that they “listen to new music to experience new cultures and perspectives.” Knowing where these listeners of multilingual music engage online is also key to understanding music discovery. In the following report, we share what platforms those are and what languages are most popular on the global level. Beyond that, we share insights into music discovery behaviors in emerging markets Nigeria and Kenya.

Languages, Listeners and Locations

It’s no secret that 2023 was a good year for Country Music on the Charts in the U.S., with artists like Morgan Wallen, Luke Combs, and Zach Bryan releasing new albums and scoring hits. Earlier this year, Luminate shared that Country Music had its highest On-Demand streaming week ever this year in the U.S., when Wallen released his album in March. The album generated 482.65m On-Demand Audio (ODA) streams during the week ending March 9, 2023, pushing the weekly Country genre total to a peak of 2.22B ODA streams (which means Wallen’s album was responsible for more than 1 in every 5 Country ODA streams that week). That record was broken again in July, with a total of 2.41B Country ODA streams in the U.S. during the week ending July 13, 2023. With numbers like these, Country was one of 2023’s fastest growing streaming genres in the U.S. But what other genres saw streaming growth across global markets? In the following report, we breakdown the continued growth of core genres like Latin and World Music (inclusive of K-Pop and Afrobeats) as well as listener profiles for emerging subgenres like Regional Mexican. Most notably, as Luminate releases the first phase of it's all new data platform, we are now able to share country-level streaming data for 50 markets including the U.S. and Canada. Using those new tools, we unveil the markets where core genres like R&B/Hip-Hop, Dance/Electronic and Country are getting traction outside of North America.

Making Moves

The Music Plays Forever

Soundtracks & Syncs

Business Beyond the Stream

click on TABSTO VIEW METRICS

Global Metrics

U.S. Metrics

Vol. Change

-9.3%

18.3M

20.2M

Digital Album Sales

U.S. Catalog vs. Current

Canada Metrics

Vol. Change

+5.8%

212.1K

200.5K

Cassette Sales

Vol. Change

+21.7%

23.6m

19.4M

Vinyl LP Sales

Vol. Change

+3.8%

17.5M

16.9M

CD Album Sales

Vol. Change

+13.3%

41.6M

36.7M

Physical Album Sales

Vol. Change

-1.9%

5.1M

5.2M

Total Album Sales

Physical + Digital

Vol. Change

+12.3%

159.7T

142.2B

On-Demand Streaming: Video

Vol. Change

+15.3%

130.2B

112.9B

On-Demand Streaming: Audio

Vol. Change

+18.3%

145.1B

122.7B

On-Demand Song Streaming

Audio + Video

Vol. Change

+15.0%

107.2M

93.2M

Total Album Consumption

Album + TEA + On-Demand SEA*

Canada Metrics

2022+

2023+

Canada Catalogue vs. Current

Vol. Change

+9.1%

28.8M

26.4M

Current Total Album Consumption

26.9%

28.3%

Current Share

Vol. Change

+17.4%

78.4M

66.8M

Catalogue Total Album Consumption

73.1%

71.7%

Catalogue Share

Canada Catalogue vs. Current Consumption

2022+

2023+

+23.7%

+20.4BOn-Demand Audio Streams

Country

+24.1%

+19.4BOn-Demand Audio Streams

Latin

+26.2%

+5.7BOn-Demand Audio Streams

World

CLICK ON CIRCLES for more info

2023 Fastest Growing Genres by U.S. On-Demand Audio Streams

BAD BUNNY: Daniel Sannwald

SOURCE: U.S. Music 360 2023 - Q3

Source: Luminate Music Consumption Data

Top 5 Global Languages

Gen Z Country Listeners are 48% more likely to discover new music through video and/or audio streaming services than the average U.S. music listeners and +16% more likely than Gen Z music listeners

+48%

Gen Z Country Listeners are 64% more likely to listen to playlists shared by family and friends than the average U.S. music listeners and +16% more likely than Gen Z music listeners

+64%

Music Discovery and the Gen Z Country Fan

Zach Bryan

Bad Bunny

Regional Mexican Music is One of 2023's Biggest Breakout Genres

SOURCE: U.S. Music 360 2023 - Q3

Regional Mexican in the U.S.

#1 Music Discovery Method: Video and/or Audio Streaming Services

Gen Z Regional Mexican Listeners are 70% more likely to discover music through Short Video Clips on social video websites/apps than other U.S. music listeners

Distribution of listeners in the U.S. (Darker colors indicate greater listener proportions)

SOURCE: U.S. Music 360 2023 - Q3 Pluma: Mary Beth Koeth

How Do Non-Hispanic Listeners in the U.S. Discover Regional Mexican Music?

Peso Pluma

Video and/or Audio Streaming Services

Social Media

Movies/ Movie Soundtracks

Source: Luminate Music Consumption Data

R&B/Hip-Hop

In a year when Hip-Hop celebrated its 50th anniversary, the genre continues to lead all others in U.S. consumption.

Catalog streaming volume of R&B/Hip-Hop tracks in the U.S. grew 11.3% in On-Demand Audio over 2022, though streaming of Current titles (those less than 18 months old) is down 7.1% this year.

YOUNGBOY NBA: Diwang Valdez

Top 5 R&B/Hip-Hop Artists

Ranking by U.S. On-Demand Audio Streams, FY 2023

ARTIST NAME

ON-DEMAND AUDIO STREAMS 2023

YoungBoy Never Broke Again

RANK

Drake

YoungBoy Never Broke Again

SZA

The Weeknd

Rod Wave

8.3B

4.5B

4.4B

3.9B

3.3B

Subgenres on the Move

Alt. Rock is the Largest Growing Sub-Genre in the U.S. with +15.9B New ODA Streams in 2023

Lana Del Rey

SOURCE: Artist & Genre Tracker 2023 - Q3

Alt. Rock Fans Are ...

+42%

MusicDiscovery

+44%

Merch

+93%

Social

more likely to purchase merch from an Artist Official Online Store compared to U.S. Gen Pop

more likely to discover music through movies/movie soundtracks compared to U.S. Music Listeners

more likely to use Reddit compared to U.S. Gen Pop

YOASOBI

1.67B

2023 U.S. On-Demand Audio (ODA) streaming of J-Pop tracks ranked in U.S. Top 10K World Music songs

World Genre Snapshot

more likely to be Gen Z

+95%

more likely to identify LGBTQ+*

+94%

more likely to be male (63% male)

*COMPARED TO GEN POP 13+ SOURCEs: U.S. Music 360 2023 - Q4, Luminate Music Consumption Data

+26%

World Genre Spotlight: J-Pop

(Darker Colors Indicate Greater Listener Proportions)

Source: Luminate Music Consumption DataBased on top 100 songs in each genre ranked by U.S. total on-demand audio streaming

CLICK on GENRE for more info

Where Are Genres Performing Best Outside Their Home Region?

Where do the Top 100 songs in each of these genres take up most proportion of streams outside of their home region?

Afrobeats (Ex-Middle East & Africa)

Luxembourg Netherlands France United Kingdom Portugal

Country (Ex-NORTH AMERICA)

Australia New Zealand Ireland United Kingdom Norway

Dance/Electronic (Ex-U.S.)

Vietnam Slovakia Croatia Malaysia Hungary

U.S. Hip-Hop/R&B (Ex-U.S.)

K-Pop (Ex-APAC)

Latin (Ex-LATAM, EX-U.S.)

South Africa New Zealand Canada Australia The Philippines

Peru Turkey Bolivia Romania Ecuador

Spain Italy Portugal Luxembourg Switzerland

Nigeria

98%

Overall streaming penetration among all music listeners

Top Music Discovery Methods:

Social Media

Friends/Relatives

Top Local Genre: Afrobeats

Top Foreign Genre: Blues

Kenya

Overall streaming penetration among all music listeners

Social Media

Streaming Services

Top Music Discovery Methods:

Top Local Genre: Kenyan Gospel

Top Foreign Genre: Christian/Gospel

99%

Languages, Listeners and Locations

Karol G

Latin Music Artists with More Than 1B U.S. On-Demand Audio Streams in 2023

TREND 6

The Music Plays Forever

Economic Realities of Catalog Royalties

Number of Publicly Reported Music Finance Acquisition Deals 2018-2023 Greater than $10M USD

Energizing Legacy Content

Virtual Concerts

TREND 3

It Was All a Stream

The Who, What, When, Where and How of Music Streaming in 2023

Streaming Share by Gender Identity within Top 500 U.S. Artists

Genre Gender Snapshot: U.S. Country Music

Streaming By Year

2023 Global Audio Track Streaming Pyramid

Meditation / Sleep / Focus

U.S. Marketshare: Share of Majors Distribution and Rest of Industry

U.S. Average Music Streaming Spend Increased Year-Over-Year

U.S. Subscription vs. Ad-Supported Streaming

TREND 4

Business Beyond the Stream

The Business of Artists and Their Super Fans

Understanding Super Fans

Big Business: K-Pop and J-Pop Merch

Passionate Fanbases are Most Likely to Use Community-Focused Platforms like Discord and Patreon

Top Ways Discord and Patreon Users Discover Music

TREND 5

Soundtracks & Syncs

How Music Made Its Way On Screen in 2023

Music Goes to the Movies

A Global Audience

Movies, Music and Culture

Music Discovery Through Film & TV

Streaming Documentaries Can Impact Consumption

Number of Music-Theme Series Growing on SVOD TV & Digital Services

3.6B

Bad Bunny U.S. On-Demand Audio Streams #13 OVERALL U.S. Rank in ODA

1.9B

Peso Pluma U.S. On-Demand Audio Streams #43 OVERALL U.S. Rank in ODA

1.3B

Eslabon Armado U.S. On-Demand Audio Streams #71 OVERALL U.S. Rank in ODA

1:182

1 out of 182 U.S. on-demand audio streams was a song by Bad Bunny, Peso Pluma or Eslabon Armado (aggregate 0.55% of all ODA streaming)

SOURCE: U.S. Music 360 2023 - Q3

Music Discovery and the U.S. “Multi” Lingual Listener

+34%

more likely to discover music via movie soundtracks than the average U.S. listener

more likely to discover music via exclusive TV shows from streaming platforms than the average U.S. listener

+36%

+50%

more likely to discover music via video games than the average U.S. listener

A Multilingual Music Listener is a music listener who reported listening to more than one language of music, and they are:

Multilingual music listeners are more likely than the average U.S. Gen Pop to use community-focused social media platforms

63% of Gen Z and 65% of Millennials agree they “listen to new music to experience new cultures & perspectives”

Multilingual music listeners are 42% more likely than the average music listener to say “having access to music by global artists” is important when choosing a streaming service

U.S. Millennials and Gen Z More Likely to Listen to Foreign Language Music

SOURCE: U.S. Music 360 2023 - Q3

Discord +133%

REDDIT +111%

WHATSAPP +100%

Share of English Language in Top 10K Global Tracks (Total On-Demand Audio + Video) Declining While Hindi Grows Along with India's Streaming Market

ABBA

Finance Acquisition Deals

How Rising Interest Rates Affect Long Term Cost of Loan

SOURCE: PITCHBOOK Chart represents only those music acquisition deals where value was publicly reported

Pop/Top 40 listeners in the UK are more likely to agree with the statement: "I am more likely to tune into a live streamed / virtual music performance or event if the artist is performing top hits and old favorites when compared to the average UK music listener"

+20%

The ABBA Voyage virtual concert tour launched on 5/26/22 for a minimum 2-year run and 2023 continues to show gains

SOURCE: UK Music 360 2023Source for music streaming: Luminate Music Consumption Data

Live music attendees are +170% more likely to attend a virtual concert than the average U.S. music listener

"I am more likely to tune into a live streamed/virtual music performance or event if the artist is debuting new music when compared to the average U.S. music listener"

SZA

Streaming share of Women within Top 500 Artists +4.2 percentage share points (ppts) over 2022

Streaming share of Female Artists within Top 500 Country artists +2.6ppts since 2019 but relatively unchanged over 2022 (+.07ppts) as Male Artists like Morgan Wallen, Zach Bryan and Luke Combs were streaming powerhouses in 2023 and acquired a high volume of share

Source: Luminate Music Consumption Data

When looking at the Top 500K U.S. tracks in 2023, music released in the most recent 5 years make up 48.3% of U.S. On-Demand Audio Streaming

CLICK to SEE SELECT year's Biggest Streaming Track

Source: Luminate Music Consumption Data

2019

Taylor Swift "Cruel Summer"

508M ODA

#10 OVERALL

2010

Miguel "Sure Thing"

411M ODA

#20 OVERALL

2005

Carrie Underwood "Before He Cheats"

138M ODA

#428 OVERALL

1995

2Pac "California Love"

134M ODA

#469 OVERALL

1991

Nirvana "Smells Like Teen Spirit"

175M ODA

#228 OVERALL

1987

Guns N' Roses "Sweet Child O' Mine"

171M ODA

#242 OVERALL

1977

Fleetwood Mac "Dreams"

283M ODA

#56 OVERALL

1965

Temptations "My Girl"

119M ODA

#628 OVERALL

436K tracks (ISRCs) were streamed 1M or more times Globally in 2023, up from 373.5K in 2022; This year, 45.6M tracks had zero streams

Source: Luminate Music Consumption Data

HOVER oVER PYRAMID for ISRC DETAILS

Who is the meditation / sleep / focus listener and what are they streaming?

3/5

Nearly 3-in-5 are women

20%

20% are 45-54 years old and another 19% are 25-34 years old

Are more than twice as likely to listen to Jazz, Classical, or TV/Movie soundtracks (on a monthly basis) than Gen Pop

Source: Artist & Genre Tracker 2023 - Q3

SOURCE/CREDIT

But Gen Z listeners report spending 11% less on Music Streaming Services Per Month

SOURCE: U.S. Music 360 2023Rodrigo: Gilbert Flores

of Gen Z premium music streamers said they are “extremely likely” to stop paying for their music subscription they currently have in the next six months.

12%

The most popular reason: I spend my money on other forms of entertainment (e.g. podcasts, movies, TV, etc.)

Slight downward trend in ad-supported streaming share over last eight quarters; +21.5m average weekly ODA streams in Q3 2023 vs if rate same as Q3 2022

SOURCE/CREDIT

U.S. Monthly Music Concert Spend

U.S. Monthly Music Streaming Spend

Percentage of U.S. On-Demand Audio Ad-Supported Streams in Industry

The Community

Expressions of Identity

Social Signaling

Gen Z spends 51% more money on artist merch than the average U.S. music listener

+51%

18% of U.S. Music Listeners are Super Fans

Travis Scott CREDIT: Gilbert Flores

boygenius

J-Pop listeners are +230% more likely to use either Discord or Patreon than the Average U.S. consumer

How much money on merch?

WHO WANTS MORE MERCH?

K-POP

J-POP

Gen Z K-Pop fans report spending $24/month on artist merch, +140% more than the average U.S. listener

Average K-Pop fans are 60% more likely to agree or strongly agree that they wish artists provided more merch options to show support for them and their work

Average J-Pop fans are more than 100% more likely to agree or strongly agree that they wish artists provided more merch options to show support for them and their work

Gen Z J-Pop fans report spending $16/month on artist merch, +100% more than the average U.S. listener

$24

$16

+103%

+60%

SOURCE: U.S. Music 360 2023 - Q3, Q4 // Artist & Genre Tracker 2023 - Q3

K-Pop fans are 50% more likely to purchase merch for a music event they did not attend and $30.20 is the optimal price for a T-shirt among this group.

EDM listeners are 225% more likely to use Discord than the Average U.S. consumer

LoFi Hip-Hop listeners are 233% more likely to use Patreon than the Average U.S. consumer

SOURCE: Artist & Genre Tracker 2023 - Q3

SOURCE: U.S. Music 360 2023 - Q3

#1 Streaming Services

#2 SocialMedia

#3Short Video Clips

Discord users are +115% more likely to use Twitch for consuming music than the average U.S. music listener

+115%

13% of U.S. Gen Z Indie Rock fans report a willingness to directly fund an artist via services like Venmo, CashApp, or Patreon, making them +225% more likely to do this than the average U.S. music listener

+225%

#3Streaming Services

#2 SocialMedia

#1 Friends and Relatives

Dua Lipa

CREDIT: michael buckner

Source for Taylor Swift industry stats: Luminate Music Consumption DataSource for Box Office stats: Luminate Film & TV Data swift: michael buckner

Taylor Swift

Movie Theater Goers ...

U.S. On-Demand Audio streaming increases outpace Global after three weeks of film release but U.S. and global both gain

Taylor Swift

TALKING HEADS

BEYONCé

HOVER OVER CHARTS FOR MORE DETAILS

3-Week Vol. Change

U.S. +52.61%

GLOBAL +42.46%

3-Week Vol. Change

U.S. +16.74%

GLOBAL +14.10%

3-Week Vol. Change

U.S. +29.97%

GLOBAL +24.57%

Source: Luminate Music Consumption Data

SOURCE: Luminate Music Consumption Data

Soundtracks provide an opportunity to introduce music to new Global markets

Top 5 Ex-U.S. Countries of Spider-Verse Soundtrack Total On-Demand (Audio + Video) Streams Week Ending 6/5/23

CREDIT: Lexie Moreland

Ice Spice

While Gen Z and Millennials are both more likely to discover new content through movies, Gen Z is 43% more likely to watch animated/cartoon movies than the average consumer

+43%

Millennials who listen to predominantly Black music genres (Afrobeats/Afropop, Gospel, Hip-Hop/Rap, Jazz, R&B and Reggae) are more likely to choose entertainment content that helps "connect with my culture/identity/values"

+33%

Source for Box Office stats: Luminate Film & TV DataSource for music streaming: Luminate Music Consumption Datagosling: Christopher Polk

Barbie Weekend Box Office & Barbie the Album Streams (Excl. U.S.) July 21-23, 2023

Ryan Gosling

Of Gen Z females discover new music and artists through movies/movie soundtracks, which makes them 20% more likely than the general population

42%

Billie Eilish

U.S. Music 360 2023 - Q3EILISH: Michael Buckner

Both Wham! and George Michael Experience Uptick in Consumption after Netflix Music Doc Release

Wham! and George Michael Global and U.S. On-Demand Audio (ODA) Streams

HOVER OVER CHART FOR MORE DETAILS

Source: Luminate Music Consumption DataLana Del Rey: Lia Clay Miller

CREDIT: Baillie Walsh

CLICK ON THE LINE for more info

Making Moves: Genre Trends in 2023

Languages, Listeners and Locations

The New & The Old: Economic Realities of Catalog Royalties

It Was All a Stream: The Who, What, When, Where and How of Music Streaming in 2023

Business Beyond The Stream: The Business of Artists and Their Super Fans

Soundtracks & Syncs: How Music Made Its Way On Screen in 2023

SZA: Sami Drasin

Credit:Christopher Polk

Regional Mexican listenership sees higher concentrations along the West Coast and through the Southwest in states like Texas. This listenership aligns with Census demographic trends illustrating hispanic population patterns to the U.S. With 47% of Latin fans discovering new music via Friends and Relatives, the tie to culture is evident.

SOURCE: U.S. Music 360 2023 - Q3

Source: Luminate Music Consumption DataCyrus: Katie Jones

ON-DEMAND AUDIO

WEEK ENDING

Olivia Rodrigo

Miley Cyrus

Super fans are oftentimes first in their network to discover new music, they express themselves outwardly through their fandom, and they love participating in the community super fandom provides

Taylor Swift has had a monumental year in music, but two key stats to note in the U.S.:

She makes up 1.79% of the Total U.S. Market*

1 in every 78 Audio streams was a Taylor Swift song in the U.S. this year

1.79%

1/78

*Albums w/TEA w/SEA On-Demand Audio

Pop Music Listening in Select Asian Markets by Subgenre Streaming Share (Total On-Demand Audio + Video Streams)

The Philippines

JAPAN

REPUBLIC OF KOREA

Japan

Republic of Korea

The Philippines

CLICK on MAP to toggle countries

Total Average Monthly Music Spend Among Music Listeners

$116

Q3 2023

$116

Q3 2022

$96

2021

$117

U.S. Average Music Spend Increased YoY

Total live music event expenditures make up 62% of monthly spend

Beyoncé

SOURCE: U.S. Music 360 2023 Beyoncé: Christopher Polk

Latin Subgenre On-Demand Audio Growth

J-Pop Fans in the U.S. are...

Source: Luminate Music Consumption DataBAD Bunny: Daniel Sannwald; pluma: Mary Beth Koeth; ESLABON ARMADO, karol G: Christopher Polk; Fuerza Regida: Martha Galvan

The Top 500k U.S. tracks make up 87.3% of U.S. ODA streaming in 2023

87.3%

SOURCE: U.S. Entertainment 365 2023 - Q3

Includes Vinyl LP, CDs and Cassettes

1.0B

Fuerza Regida U.S. On-Demand Audio Streams #122 OVERALL U.S. Rank in ODA

1.0B

Junior H U.S. On-Demand Audio Streams #119 OVERALL U.S. Rank in ODA

1.3B

Karol G U.S. On-Demand Audio Streams #73 OVERALL U.S. Rank in ODA

percentage of share in the top 500K

Source: Luminate Music Consumption Data

Source: Luminate Data

Source: Luminate Music Consumption Data

source: Luminate Film & TV Data

Source: Luminate Music Consumption Data

Direct-To-Consumer (D2C)

Total U.S. D2C Album Sales Reach 12.7m; Physical D2C up 27.8%

2023 Physical D2C Sales by Week

SOURCE: Luminate Music Consumption Data

Taylor Swift's 1989 (Taylor’s Version) release week

D2C

The volume of U.S. Vinyl and CD D2C sales grew faster than the industry benchmark this year with over 60% of all D2C sales being Current titles

2023 U.S. D2C Genre Share

Physical D2C Sales

8.5M TOTAL

11.8M TOTAL +38.6% YOY

HOVER oVER CHART FOR MORE DETAILS

Albums w/TEA w/SEA On-Demand Audio

184M

Total Audio ISRCs Tracked

Indian singer King

38.6%

18.3%

13.2%

6.8%

6.7%

3.2%

13.3%

Kenya

Nigeria