CMA Study: Country Fans Put Money Where Their Mouth Is
May 11, 2016 at 9:54 AM (PT)
Country music fans spend more on music than fans of any other genre, with 77 percent of them having purchased music products and services during the past six-to-12 months. That’s just one piece of data revealed in the second of three webinars staged by the COUNTRY MUSIC ASSOCIATION, which is gradually sharing results from its recent, comprehensive consumer research study, “Understanding Today’s Shifting Consumer Landscape And Changing Country Music Audiences, Music Choices, And Behaviors” (UTSCLACCMAMCAB).
As we discovered last week (NET NEWS 5/4), Millennials, non-whites, and Hispanics are the fastest growing sector of Country fans, and this week’s webinar demonstrated they’re also putting their money where their mouth is. While overall Country music consumers spend $392 annually on related products and services, the non-white subgroup spends even more, at $472, with concerts, festivals, and digital music their most common purchases.
Radio remains viable and relevant too, still cited as the most-used medium for overall listening among Millennials, with 41 percent listening daily. That generation also utilized a variety of streaming services for music consumption, as did non-whites, with both segments using YOUTUBE at a higher rate than consumers overall. The data reported in was compiled by a third-party research partner, THE FUTURES COMPANY. The third of three webinars is set for TUESDAY, MAY 17th at 2p (CT).