CMA Announces Music Discovery Research Findings
November 20, 2014 at 3:04 PM (PT)
The COUNTRY MUSIC ASSOCIATION (CMA) presented MUSIC DISCOVERY RESEARCH to members TODAY (11/20) at the annual membership meeting in NASHVILLE.
"An important part of our mission as the trade association for the format is to provide meaningful research and tools to help our constituents advance their business interest by gaining a better understanding of the general music consumer as well as the core Country fan," explained CMA CEO SARAH TRAHERN. "The annual membership meeting was the perfect platform to present these important findings directly to our stakeholders in the industry."
Research was conducted among 1,600 adults 18+ to evaluate music discovery behaviors among music fans including Country and other top genres. The reported findings represent consumer actions that occurred within a seven-day window between JULY 22nd and JULY 31st of this year. Additionally, the study sought to identify sources for music discovery amongst the sampled group and the impact discovery source had on music purchasing.
Key findings as presented by CMA Sr. Dir./Marketing Research KAREN STUMP included:
-- New music discovery was slightly higher among core Country music fans when compared to core fans of other genres, regardless of discovery platform;
-- The number one source of new music discovery was AM/FM radio, with 43% citing radio as their source of new music discovery. YOUTUBE and streaming apps each were credited at 13%, skewing higher among fans 18-34;
-- Discovery of new artists was most common, with 49% of those sampled reporting hearing a new song by an unfamiliar artist;
-- Streaming apps and television viewing drove higher levels of new artist discovery at 56% and 62% respectively, while radio was strongest in supporting the discovery of new releases from familiar artists;
-- After discovery, 48% of those sampled sought out additional information about the song or artist via YOUTUBE and the INTERNET;
-- Overall, 19% of fans who discovered a new song or artist purchased that new music within seven days of discovery. Purchase levels were highest among consumers who discovered new music via streaming apps, with 25% of those purchasing.