Vevo 2015 Music Fan Report: Millennials And Music A Strong Combo
September 28, 2015 at 11:29 AM (PT)
VEVO released its 2015 MUSIC FAN REPORT this morning, focusing on further defining the most influential and coveted demographic of music fan, the MILLENNIAL after an intensive month-long research study consisting of quantitative research, in-person interviews and behavior analysis of 2,000 U.S.-based MILLENNIALS (defined as ages 13-34).
“MILLENNIALS represent one of the most unique, complex and powerful demographics for brands to engage with and our 2015 MUSIC FAN REPORT shows that having a music strategy is essential to reaching this audience,” said VEVO Chief Revenue Officer JONATHAN CARSON. “Our ability to have a deeper understanding of the preferences, intricacies and nuances of this influential audience allow us to get them closer to the music they love in ways that are most relevant to them.”
The results of the research saw an audience that has "incredibly deep attachment to music," with 58% of participants seeing themselves as an avid music fan. The MILLENNIAL audience prefers media services that blend sight, sound and motion to map to their lifestyle.
The report saw the emergence of four distinct tribe categories of MILLENNIAL music fans, each with a unique set of interaction and consumption trends. So-called AVID MUSIC FANS represent 58% of the total MILLENNIAL audience, numbering 55 million.
TALENT SCOUTS (represent 14% of total pie): This tribe represents the cutting-edge of MILLENNIAL music consumption and a group that considers itself the tastemakers of modern music. This group skews towards males between 25-34 and sees music as social currency focusing on first-mover access and sharing of opinions. They’re willing to pay more for premium experiences and want the latest technology to enjoy them. Their music interests are diverse spanning electronic, pop, R&B and alternative.
FRONT ROW FANS (represent 10% of total): This tribe is all about their communities and looks to music as a reflection of pop culture and a means to share and engage within these communities of influence, both directly and through social media channels. They skew towards suburban female students between ages 18-24 and more heavily skew to rock, pop and country genres.
CROWDSURFERS (21% of total): This tribe is the always-on consumer of entertainment content who are experiencing music throughout the day across multiple platforms. This audience skews towards young urban families between the ages of 25-34 that favors genres such as LATIN, HIP-HOP, DANCE and INDIE POP. Music is a constant presence in their life both through the work day and when they come home to engage with family. They stay up on entertainment news and look for recommendations to influence their discovery process.
SOLOISTS (13%): Representing one of the more distinct MILLENNIAL fan tribes, the soloist marches to the beat of their own drummer. They tend to be comprised of single, independent 18-24-year-olds who make a deep and personal connection to the music they love. Their experiences tend to be more solitary in nature where they invest all-in on an artist and look for the deeper meaning behind the music they create. They are less influenced by peer groups and pop culture and have a voracious appetite to go behind the music for custom content and unique experiences on the artists they love.
For the complete survey, click here.