CMA Research: Daily Country Music Listenership On The Rise
According to new research commissioned by the Country Music Association, the percentage of country music listeners who tune in daily has increased slightly over the past six months, from 25% in May 2019, to 27% by the end of 2019.
“The fact that Country Music is garnering more daily listeners means we are connecting more frequently with our audience,” says Karen Stump, CMA Senior Director, Market Research. “We’re converting casual listeners to more engaged listeners.”
The research also shows that the upward shift in daily listening is more pronounced among country music listeners aged 18-34, and those 50-64. Satellite radio emerged as the platform with the most growth in daily usage among country listeners, while the levels of daily country music listening remained steady on other platforms.
The average country music listener also spends approximately 50% of their music listening time tuning in to the country genre, with non-country genres taking up an equal amount of listening time, though these shares vary by demographic, platform and geography.
The research is based on a sample of more than 12,000 music listeners over the age of 18. The data was collected monthly beginning in 2019.
These stats are released via the CMA’s newly-launched product Trend Watch, which offers a monthly look into the behaviors of country music consumers. The tool is exclusive to active CMA members.
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