Streaming Opens Channels for More Music Consumption

"On average, Americans spend just over 32 hours a week listening to music in 2017, up 5.5 hours over last year," Nielsen reports. "How is this possible? Technology. At home, at work and traveling in between, people are consuming more music than ever before, from more devices."

"New technology and the latest gadgets allow listeners to seamlessly engage with music anywhere, anytime. Smartphones, laptops and tablets are among top devices for music engagement at home, and radio still dominates in-​car listening, but new technology is becoming more and more relevant."

People are consuming music everywhere. Even when they subscribe to streaming services, they are doing so on multiple devices, platforms and providers. The new AudienceSCAN survey found 6.3% of Americans pay for Apple Music, but 13% use iHeart Radio. Listeners are mixing and matching pay and free services to suit their preferences – dabbing toes into Pandora and Spotify, based on moods.

"Music listeners use an average of 3.4 devices in a typical week to engage with music (teens and Millennials average 3.8). Those who currently pay for streaming services use an average of 4.8, while weekly AM/​FM radio streamers use an average of 5.5."

Streamers can't get enough; they want their music everywhere. The latest AudienceSCAN study revealed 12% of Streaming Music Service Listeners are planning to purchase stereo/​home audio equipment this year.

"While smartphones, laptops and television are still the most popular ways we listen to music, newer tech is becoming more mainstream, further personalizing at-​home and in-​car music experiences. Consumers are now incorporating voice-​controlled devices and high-​end specialized headphones into their weekly listening habits."

  • 43.5% are using smartphones for listening in a typical week
  • 36.6% using PC/​laptops to listen
  • 23% are using televisions to listen
  • 20% using tablets to listen
  • 11% are using standalone radios/​clock radios/​portable speakers for listening

The most recent AudienceSCAN study found 38% of Streaming Music Listeners are jamming to Top 40, 34% love alternative rock, and 32% are picking hip hop.

"U.S. music listeners value both quantity and quality, with 30% saying they’re willing to pay more for top-​quality music technology. That number climbs to 40% among Millennials."

AudienceSCAN data is available as part of a subscription to AdMall for Agencies, or with the SalesFuel API. Media companies can access AudienceSCAN data through the AudienceSCAN Reports in AdMall.

Courtney Huckabay
Courtney is the Editor for SalesFuel Today. She analyzes secondary customer research and our primary AudienceSCAN research. Courtney is a graduate of Middle Tennessee State University.