Music Biz Study: Hip-Hop, Dance Fans Embrace Streaming, Spend Money On Music

Music Biz/LOOP

Hip-hop and dance music fans are more likely to embrace next-generation digital behavior than fans of other genres, according to a new study from LOOP (LOTS OF ONLINE PEOPLE) provided to the MUSIC BUSINESS ASSOCIATION (MUSIC BIZ).

The complete findings are compiled in “Music Genres: How Different Fans Consume,” the second in-depth report from the member-exclusive MUSIC BIZ CONSUMER INSIGHTS portal. The report will be unveiled TOMORROW (AUGUST 2nd) at 2p (ET) during a free webinar open to members and non-members alike; registration for the webinar will be open until 12:45p (ET) on AUGUST 2nd.

Based on a study conducted by LOOP in MAY with 3,014 U.S. respondents, the report examined respondents’ attitudes toward more than 50 genres, compiling fans into five categories based on their preferences: Rock (65% of respondents), Pop (43%), Country (40%), Hip-Hop (30%), and Dance (24%). They were then profiled in terms of age, gender, music consumption, device usage, social media usage, and brand advocacy.

The study revealed that Dance and Hip-hop fans were more likely to listen via on-demand streaming services, which accounted for 34% of Dance fans’ listening time and 31% of Hip-hop fans’ listening time, compared to the national average (total sample) of 24%. In addition, these fans are more likely than the general population to listen to music on their smartphones, which accounted for 24% of Dance fans’ listening time and 27% of Hip-Hop fans’ listening time, compared to the national average of 18%.

The study also found that Dance and Hip-hop fans are more likely to pay for music than the general population, with 79% of Dance fans and 72% of Hip-hop fans saying they had purchased a music-related product over the previous six months, compared to only 63% of the general population. Moreover, 31% of Dance fans and 24% of Hip-hop fans said they had paid for a subscription to a music streaming service vs. the overall average of 17%. Dance and Hip hop fans are also more likely to pay a premium for superior sound quality, with 25% and 21%, respectively, saying they would “definitely” do so vs. only 16% of the general population.

Said MUSIC BIZ Pres. JIM DONIO: “This report gives MUSIC BIZ members key information on how to approach fans of every genre while revealing interesting trends around specific categories of fans. It is encouraging to see Hip-hop and Dance fans embracing new forms of music distribution, and their willingness to pay for music products is one of many indicators that the future of the industry is bright.”

Added LOOP Co-founder DAVID LEWIS: “These results confirm that, in addition to enjoying different types of music, fans of various genres also behave differently when it comes to their favorite listening methods, devices, and more. We hope this report will help readers better target fans of every genre to ensure the health of the overall music business.”

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