Embed Size (px)
Citation preview
2015 The Country Music Association
2015 The Country Music Association
The Power Of Country Music
talking about how hot Country Music is at the moment, and there is certainly tons of great music and buzz to be heard. They say numbers lie, and we have the numbers to prove that Country Music is hottest genre with super-engaged fans (lots of them) and chart topping industry performance. Take a look at the latest trends and learn where and why the POWER of Country Music is making its mark in music business.
Country Music
Consumers
More than 42% of the U.S. Population
30% growth in audience over the past ten years speaks volumes to the
Source: MRI Gfk Survey Of the American Consumer 2014
107 Million Country Music Consumers Age 12+
Region by region, one-third or more are consuming Country Music as the genre grows in appeal and accessibility across the nation.
Country is Strong Country-wide
% Source: MRI Gfk Survey Of the American Consumer 2014
Country Has Diverse Age Appeal This growing fan base continues to resonate with an audience that crosses all ages
16%
16%
17%
16%
19%
15%
65+
55-64
45-54
35-44
25-34
18-24
Source: MRI Gfk Survey Of the American Consumer 2014
Country Fan Base by Age Segment
Key Population Trends Impacting Growth
Youth and Diversity segments are driving the majority of new audience growth as one
Source: MRI Gfk Survey Of the American Consumer 2014
Country Music listening has increased by
42%
12-17 year olds 25% listen to
Country Music today -doubling the number of listeners in this growing segment
Hispanics
This audience has
tripled in the last
ten years with one in five now enjoying country music
African Americans
The number of Country Music consumers jumps
56% over the last ten years
18-24 year olds
Delivering Desirable Psychographics Educated, family-oriented and discerning consumers provide a foundation for spending habits
The Country Music audience over-indexes on these psychographic qualities making them a strong consumer target for lifestyle brands and discretionary spending.
59% Are
Married
70% Own
Home
59% College
Educated
60% Full-time
Employed
$76k Average
HHI
Source: MRI Gfk Survey Of the American Consumer 2014
This audience has been quick to adopt new technology and today are active users of all
the most popular platforms.
93%
cell phone
80%
High-speed
internet smartphone
landline tablet
66% 59% 33% Source: Nielsen Music 360° 2014; Respondents ages 13+
And we expect them to continue their love and consumption of technology as the next wave of
devices and tools are rolled out.
Device Ownership
Among Country
Consumers
Social Media and Country Music
76% 26% 21% 11%
SOCIAL MEDIA PLATFORM COUNTRY NON-COUNTRY
Facebook 85% 79%
Twitter 24% 22%
Pinterest 24% 13%
Instagram 21% 19%
% who are active on each social media site on a weekly basis
Those who listen to Country Music are likely to be active on top social media sites on a daily basis.
Source: Nielsen Music 360° 2014; Respondents ages 13+ Source: Nielsen Music 360° 2014; Respondents ages 13+
Country Music Access and
Consumption
Country Music Consumption Hits High Notes The genre consistently ranks as one of the top-consumed genres across various formats
>5,701,100,000 Units Consumed Annually*
135,000,000
Digital Tracks
10,100,000
Digital Albums
23,000,000
Physical CDs
>5,533,000,000*
On Demand Streams
Source: Nielsen Soundscan 2014. * based on top 25k song titles. Excludes passive streams
Country Radio Tops the Charts
↘ Over 2100 Country Station Formats across the Country
↘ 62 country format stations added over past 12 months
↘ More stations than any other format category
Format Rank Station Count
1. Country 2132
2. News/Talk 2108
3. Religion 1732
4. Cont. Christian 1128
5. Classic Hits 805
Data source: M Street Corp February 2015
Country
Classic Rock
Adult Contemporary
News/Talk
Pop Contemporary Hit Radio
15.2
10.6
8.0
7.6
5.6
Classic Hits
All Sports
Contemporary Christian
Hot Adult Contemporary
Urban Adult Contemporary
5.5
5.3
4.3
3.5
3.3 Source: Nielsen Audio 2014
Format Rankings by Share of Total Listening (%)
Questions about Country Music Consumers and this market? Please contact us! Country Music Association
Get in Touch 1 Music Circle South Nashville, TN 37203
(615) 244-2840
