Survey shows strong US growth in streaming & listener hours [MusicWatch]

The latest Music Watch survey showed strong streaming growth and engagement among US consumers during the second quarter of 2022, driven by 18-44-year-olds.

The survey of US internet users aged 13 and older found 10 million more music streamers in the US compared with a year ago and 20 million more compared to early-pandemic Q2 2020.

The number of US paid music subscribers rose to 86 million (US) – up nearly 20 million from pre-pandemic levels – with growth coming from 18–24 year-olds who have returned after cutting back on paid subs during COVID aw ell as 35-44 year-olds.

Adding subscribers to SiriusXM Satellite Radio brings the total to 97 million.

Listening & Engagement Soared

Music listening hours also accelerated in Q2 2022, rising 28% from last year to 19 hours weekly.

That growth was across multiple formats, including streaming and SiriusXM, with the exception of AM/FM radio.

Music streaming time spent listening (TSL) was up 7 percent.

TikTok & Social Video Music Consumption

The audience for listening to music on social platforms, including video services such as TikTok, continues to expand

On a past three-month basis, 73 million listened to music on social video platforms, including TikTok, Instagram Reels, or YouTube Shorts. On average, users of social video apps who are listening to content with or about music are spending nearly 8 hours per week on those platforms.

More @ MusicWatch

Bruce Houghton is Founder and Editor of Hypebot and MusicThinkTank and serves as a Senior Advisor to Bandsintown which acquired both publications in 2019. He is the Founder and President of the Skyline Artists Agency and a professor for the Berklee College Of Music.