2022年年底音乐报告

Introduction

Inearly2022,wereintroducedourselvestotheworldasLuminate.

Embodyingthisnewbrandidentitybestreflectsourvaluesforobjectivity

andtransparency,anditalsoalignswithourmissiontocontinueourroleas

theauthoritativeandmosttrustedsourceforentertainmentdatainthisever-

evolvingcreativeeconomy.

Asweroundoutourfirstcalendaryearwiththatinmind,wearepleased

topresentour2022Year-EndMusicReport,whichprovidesanin-depth

lookatconsumptiontrendsandaudienceresearchinsightswithourunique

expertise.Asboundariescontinuetobepushedbothbyartistsandindustry

professionals,sohasthescopeofouranalysis,bridgingtogethermusic’s

expandingroleasitpertainstootherareaslikefilm,TV,gaming,finance,

Web3,socialmediaandelsewhere.

Includedinthisreport,you’llseesixtrendareasweidentifiedasworth

furtherexplorationfromthispastyearfrommultipleangles,andespeciallyas

theyrelatetofuturebusinessplanning.Wearealsopleasedtopresentyear-

endChartsfromourpartnersatBillboard,fueledbyourdata,tocloseoutthis

year’sreport.

TheConsumption

Renaissance

Whilestreamingcontinuedtogrowin2022,withU.S.on-demand

audiostreamshittingthetrillionmarkforthefirsttimeeverina

singleyearinlateNovember,thatisonlypartoftheyear’smusic

consumptionstory.Lookingatthelandscapeoverthepastyear,

specificallyhowdifferentartistsacrossdifferentgenres

engagedwithaudiencestolaunchsuccessfulalbumcampaigns,there’sa

biggerpicturetotakeintoaccountwhenitcomestoconsumptionmethods.

TheyearsawnewalbumsfromTaylorSwift,BeyoncéandBadBunny

earnNo.1positionsontheBillboard200upontheirdebuts,buteachartist

achievedtheNo.1spotthroughadifferentmixofconsumptionmeans.While

BadBunnydiditwith100%digitalofferings(streaminganddigitalalbums)

forhisalbumUnVeranoSinTi,only55%ofthefirst-weekconsumption

numbersforBeyoncé’sRenaissanceweredigitalandonly38%thefirst-week

consumptionnumbersforTaylorSwift’sMidnightsweredigital.Notably,

Swift’sphysicalproductofferingsmadeup62%throughmultiplevinyland

CDofferingsforfans,andMidnightssold575Kvinylproductsinitsfirst

week,breakingarecordpreviouslysetbyHarryStylesinMay.Swiftalso

achieved1.58millionequivalentalbumsuponthefirstsevendaysofrelease,

markingitthebiggestreleaseweekinsevenyears.

2

Fanalytics

InLuminate’sFall2022Music360ResearchReport,weintroducedthe

U.S.MusicListenersMarketSegmentation.Itisafirstofitskindforthis

audience,actingasananalyticaltoolthatgroupslike-mindedconsumersintodistinctgroupsandenablesustogainricherinsightsintoeach

group’sbehaviors,thoughts,andopinions.We’veidentifiedfivedifferent

typesofmusiclistenersintheU.S.basedonbroadbehaviorsandattitudes,andtheyareasfollows:TheEnthusiast,TheDevotee,TheRadioRocker,TheCoolKid,andTheGhostListener.

Inthefollowingreport,wesharesomeinsightsintohowthesefivetypesof

musiclistenersbehave,andhowtheyengagewithsomeof2022’smostpopular

albumreleases.Forexample,TheEnthusiast,whoismorelikelytobemaleandGenX,listenedtoBeyoncé’snewalbumasmuchastheylistenedtoTaylorSwift’snewalbumthisyear.

GenZ,Music,andMoney

AsGenZbecomesmoreandmorepowerful,influencingthemarketwiththeirconsumptionhabits,alleyeswereontheirbehaviorsthispastyear.AccordingtoLuminate’sFall2022Music360ResearchReport,GenZ

musiclistenersintheU.S.spend+21%moretimeweeklywithmusicthanlistenersfromanyothergeneration.Muchofthattimeisspent

discoveringmusiconstreamingserviceslikeSpotify,Apple,andYouTubeandonshort-formvideoplatformsandappslikeTikTok.Infact,GenZismorelikelyto

discovermusiconbothsourcesthantheaveragelistenerby13%and19%,respectively.

GenZ’sconsumptionbehaviorsareonlyjustapartoftheirstory.Theyarealso

willingtospendmoneytosupporttheirfavoriteartists,especiallywhenitcomestomerchastheyexpressedadesirefortheirfavoriteartiststooffermoremerchasanopportunitytoshowsupportby+30%morethantheaveragemusiclistenerintheU.S.Andoverall,theyspend+18%moremoneyonmusicmonthlythantheaverageU.S.musiclistener,fuelingsalesforvinylrecord-breakingweeksbyHarryStylesandTaylorSwiftthisyear.

Inthefollowingreport,wedivedeeperintoGenZ’sothermusic-relatedbehaviors,whatcausesareimportanttothem,andwhattheirfavoritegenresare.

FromSynconScreen

toGrowthinStreams

TheKateBush–StrangerThingsstoryearnedmajorheadlinesthispastsummer,whenstreamsforBush’smusicgrewbyover20,000%afterhersong“RunningUpThatHill(ADealWithGod)”appearedinanepisodeoftheNetflixseries.Butthat’sjustaverynotableexampleofabuilding

trendinthediscoveryorre-discoveryofmusiconstreamingplatforms.

LUMINATEMUSICCONNECT3

OtherscriptedshowslikeEuphoriahavecontributedtomajor

consumptionincreasestomusicfromnewerartists,whilecatalogartists

sawincreasesfromcreativeon-screenpartnerships.Forexample,when

EltonJohnLive:FarewellFromDodgerStadiumstreamedonDisney+,during

thetrackingweekendingNovember24,2022,EltonJohn’smusicshowed

significantweek-over-weekgainsinhisprimaryartiststreamingcatalog

andradioairplayintheU.S.Infact,on-demandstreams(audioandvideo

combined)forhisDiamondsalbumwereup15%duringthatweek,whilehis

physicalalbumsaleswereup160%.

Inthefollowingreport,weunpackhow2022unveiledthepowerofthe

righton-screensyncsandpartnerships.

SweetCaroline,

SweetCatalogSale!:

UnpackingTheValuationBehind

ThoseBig-FigureMusicDeals

Themulti-milliondollarsalesofhigh-profilecatalogscontinued

tomakethenewsin2022,withcontemporarypopstarslike

JustinTimberlake,andmusiclegendslikePhilCollinsandNeil

Diamondearninghighfiguresfortheirrepertoires.Butwhatdo

financialanalystslookattodeterminethevalueofthatmusic?

Inthefollowingreport,wetakealookathowinterestrates,streaming

performance,andmore,affectthosepricetags,andhowthemarketplace

canchangeaccordingly.

GlobalOutlook

Thispastyearsawmusic’scontinuedglobalgrowth,with

worldwideoverallstreamingconsumptiongrowingby25.6%

over2021.AndwhileweknowthatColdplay’s“Hymnforthe

Weekend”hadthemosttotalcombinedaudioandvideostreams

globallyin2022,wasthatahitsonginthemostcountries?Inthis

reportwearepleasedtointroduceLuminate’snewGlobalHitScore,which

highlightssongswhichhaveachievedtoppopularityonamulti-countrylevel.

Readontocheckoutthetop-scoringglobalsongsof2022,alongwithan

explanationofourmethodology.

4

Contents

TheYearinMetrics

6

Trend1:TheConsumptionRenaissance

8

Trend2:Fanalytics

16

Trend3:GenZMusicandMoney

25

Trend4:FromSynconScreentoGrowthinStreams

29

Trend5:SweetCarolineSweetCatalogSale!

33

Trend6:GlobalOutlook

36

Year-EndCharts

40

U.S.2022

TheYear

inMetrics

12/31/21-12/29/22(AsComparedTo1/1/21-12/30/21)

+25.6%

Vol.Change

+22.6%

Vol.Change

+12.9%

Vol.Change

GLOBALMETRICS2021†2022†

TotalOn-Demand

SongStreams(Audio+Video)

4.2T

5.3T

On-DemandAudio

SongStreams

2.7T

3.4T

On-DemandVideo

SongStreams

+31.2%

Vol.Change

1.5T

1.9T

U.S.METRICS20212022

TotalAlbumConsumption

+9.2%

Vol.Change

Album+TEA+On-DemandSEA*

893.1M

974.9M

TotalDigitalMusicConsumption

+10.5%

Vol.Change

DigitalAlbums+TEA+On-DemandSEA*

810.3M

895.0M

On-DemandSongStreaming

Audio+Video

1.1T

1.3T

+12.2%

Vol.Change

On-DemandStreaming:Audio

988.2B

1.1T

+12.1%

Vol.Change

On-DemandStreaming:Video

142.2B

159.7B

+12.3%

Vol.Change

DigitalTrackSales

202.9M

151.9M

-25.1%

Vol.Change

TotalAlbumSales

Physical+Digital

109.0M 100.1M

DigitalAlbumSales

26.2M

20.2M

-8.2%

Vol.Change

-22.8%

Vol.Change

PhysicalAlbumSales

82.8M79.9M

CDAlbumSales

40.6M35.9M

VinylLPSales

41.7M43.5M

CassetteSales

343K

440K

-3.5%

Vol.Change

-11.6%

Vol.Change

+4.2%

Vol.Change

+28%

Vol.Change

U.S.CATALOG**VS.CURRENTCONSUMPTION20212022

CatalogShare

69.8%

72.2%

CatalogTotalAlbumConsumption

623.6M

703.9M

CurrentShare

30.2%27.8%

CurrentTotalAlbumConsumption

269.5M270.9M

+0.5%

Vol.Change

†12/31/21-12/29/22(ASCOMPAREDTO1/1/21-12/30/21)

7

*SEA(STREAM-EQUIVALENTALBUMS):1250PREMIUMSTREAMS=ONEALBUM//3750AD-SUPPORTEDSTREAMS=ONEALBUM;TEA(TRACK-EQUIVALENTALBUMS):10DIGITALTRACKS=ONEALBUM

**CATALOG=18MONTHSOROLDERANDHAVEFALLENBELOWNO.100ONTHEBILLBOARD200CHARTANDDON’THAVEASINGLEFROMTHEALBUMTHATISCURRENTONANYOFBILLBOARD’SRADIOAIRPLAYCHARTSON-DEMANDVIDEOSONGSTREAMINGINCLUDESOFFICIAL,SONGUGCANDNON-SONGUGC

TREND1

The

Consumption

Renaissance

9

332K

TotalFirstWeekEquivalents

Beyoncésellsover190kalbums(vinyl,CD,digital)infirstweekfor57%albumshare

CONSUMPTIONMIXFIRSTWEEKOFRELEASE

StreamingEquivalentsDigitalAlbumsCDsVinylCassettes

273K

TotalFirstWeekEquivalents

BadBunnyscoresNo.1Billboard

200albumpurelyfromdigital

consumptionofferings–streaminganddigitalalbumsales

4.2%

95.8%

12.9%

42.6%

36.6%

7.9%

1.58M

TotalFirstWeekEquivalents

TaylorSwiftbreakssingle-weekvinylsalesrecordwith575kunitsonwayto1.58mequivalentunitsandbiggestalbumreleasein7yearsintheU.S.

0.6%

10.2%

27.7%

25.0%

36.4%

HowGenreListenersareConsumingMusicContent

ConsumptionMethodsMoreLikelyToBeUsedByGenreListeners

Listening

toVinyl

Records/LPs

ListeningToCDs

Streaming

AudioSongsOnline

Streaming

MusicVideosOnline

WatchingShort

MusicVideoClipsOnSocialSites

Listening

toAM/FM

Radio

READAS:HIP-HOP/RAPLISTENERSARE35%MORELIKELYTOWATCHSHORTMUSICVIDEOCLIPSONSOCIALSITES

COMPAREDTOTHEAVERAGEMUSICLISTENER

COUNTRY

(112)

(103)

(103)

POP

(119)

(110)

(109)

HIP-HOP/RAP

(135)

(123)

(119)

ROCK

(109)

(109)

(108)

LATIN

(130)

(119)

(116)

R&B

(122)

(114)

(113)

U.S.MUSIC3602022(WAVE1&2)10

R&B/HipHop

Rock

Pop

Latin

Country

Dance/Electronic

WorldMusic

Christian/Gospel

Children

Classical

Jazz

NewAge

Comedy

Holiday/Seasonal

Blues

Latin,Children,World,Dance/Electronic,ClassicalGenres

GrowFasterThanthePaceoftheIndustry

TotalOn-Demand(Audio+Video)GenreGrowthvs.Industry

2022VolumeChange2022%Change12.2%TotalOn-DemandIndustryGrowthRate

25B

20B

15B

10B

5B

0

-5B

30%

20%

10%

0%

-10%

-20%

AFROBEATS&K-POPLISTENERSHELPDRIVEWORLDGENREGROWTH

554%

AfrobeatsListeners

intheUSare554%

morelikelythanthe

averageUSMusicListener

touseBandcamp

+

227%

K-PopListenersin

theUSare227%

morelikelythantheaverageUSMusicListenertolistentoEDM

+

AUDIENCEINTELLIGENCEREPORT(AFROBEATSLISTENERS)(K-POPLISTENERS)LUMINATEMUSICCONNECT

11

1/14

Nearly1inevery14Latinaudio/videostreams

sinceitsrelease

isasongfrom

BadBunny’sUnVerano

SinTialbum(7%oftotal

Latinon-demandstreamsintheU.S.since5/6/22)

1/7

Morethan1in7Children‘saudio/videostreamsin2022isasongfromEncanto

(15%oftotalChildren‘s

on-demand

streamsin2022)

LUMINATEMUSICCONNECT12

VINYLIN2022

RecordStoreDays,TaylorSwiftAlbumLaunch

andHolidayPeriodDriveBiggestSalesWeeks

VinylWeekOverWeek

2.5M

2.0M

1.5M

1.0M

0.5M

0

2.2mcopiessoldinweek

ending12/22/22

TaylorSwift

Midnights

AlbumRelease

Week

2022

Drop2

Record

StoreDay

2022

Drop1

Record

StoreDay

3/1/225/1/227/1/229/1/2211/1/22

GenZmusiclistenersare27%morelikelytopurchasevinylrecordscomparedwiththeaveragemusiclistener

(+194%higher

likelihoodthan

averagemusic

listeners)

50%

Vinylbuyersowna

recordplayer

+

109%

Vinylbuyersspendmoremoneyonmusicmonthly

U.S.MUSIC3602022(WAVE2)LUMINATEMUSICCONNECT

13

MERCHIN2022

+

Hip-Hop/Rapfansare26%morelikelytobuymerchonlinefroma

separateretailbrand

+31%

Countryfansare31%morelikelytobuy

merchatanin-personmusicevent

Rockfansare38%morelikelytobuymerchatanin-personmusiceventand30%morelikelytobuyonlinefromaseparateretailbrand

U.S.ARTIST&GENRETRACKER(WAVES3,4&5)14

Energetic

49%

Musicisanemotionalart.Knowingwhatmoodsdrivefanstolistenandthecausestheycareaboutcanhelpartistsformdeeperbondswiththeirfanbase.

TopU.S.MusicListeningMoods

Happy

Calm

Fun

64%

51%

49%

Nostalgic

38%

Focused

30%

Sad

23%

Content

27%

CausesThatFansCareAbout

Hip-Hop/RapFans

CareMostAbout

1

MentalHealth

2

RacialJustice

3

Homelessness/Poverty

RockandCountryFans

BothCareMostAbout

1

MentalHealth

2

AnimalWelfare

3

Homelessness/Poverty

LatinFansCare

MostAbout

1

MentalHealth

2

Homelessness/Poverty

3

ClimateChange

MOODS-U.S.MUSIC3602022(WAVES1&2)CAUSESTHATFANSCAREABOUT-ARTIST&GENRETRACKER2022

15

TREND2

Fanalytics

LUMINATEMUSICFANALYTICS

Inthefirstofitskind,LuminateintroducesMusic

Fanalytics,asegmentationoftheU.S.MusicListener

Market.TheentireU.Smusic-listeningmarketisbroadly

dividedintofivekeysegmentsandeachofthemrepresentsuniquegroupsofmusiclisteners:

TheEnthusiast

TheDevotee

TheRadio

Rocker

TheCoolKid

TheGhost

Listener

17

10%

TheEnthusiastrepresents

10%ofmusiclisteners

Meet

TheEnthusiast

ComparedwithListenersinOtherSegments

theEnthusiastismorelikelyto...

Bemale

BelongtoGenX

Behigherincome,$75,000+

Spendmoremoneyonmusicmonthly*

Beplanningtoattendlivemusicthisyear*

Engagewithvideomusiccontent,physicalmusic*monthly

Payformusicstreaming(audio/video)

Engagewithsports*,playvideogames*,&engageinesports

MUSICFANALYTICS-THELUMINATEU.S.MUSICMARKETSEGMENTATION

PLEASENOTETHATTHISANALYSISISSUBJECTTOREFINEMENTASADDITIONALRESPONDENTSAREADDEDTOTHESAMPLE.TRENDSARELIKELYTOREMAINTHESAME.

*THESEDEMOGRAPHICSREPRESENTTHOSEMORELIKELYTOAPPEARINTHISSEGMENTVS.MOSTOTHERSEGMENTS

18

8%

TheDevoteerepresents8%ofmusiclisteners

Meet

TheDevotee

ComparedwithListenersinOtherSegments

theDevoteeismorelikelyto...

Bemale*

BelongtoGenX*

BeLGBTQ+

Spendthemosttimewithmusicweekly

Engagewithvideomusiccontent,physicalmusic*monthly

Streammusicforfree(audio/video)

Listento24of25topgenres

Attendliveevents,watchmovies,listentopodcasts,&useshortvidclips*

MUSICFANALYTICS-THELUMINATEU.S.MUSICMARKETSEGMENTATION

PLEASENOTETHATTHISANALYSISISSUBJECTTOREFINEMENTASADDITIONALRESPONDENTSAREADDEDTOTHESAMPLE.TRENDSARELIKELYTOREMAINTHESAME.

*THESEDEMOGRAPHICSREPRESENTTHOSEMORELIKELYTOAPPEARINTHISSEGMENTVS.MOSTOTHERSEGMENTS

19

28%

TheRadioRocker

represents

28%ofmusic

listeners

Meet

TheRadioRocker

ComparedwithListenersinOtherSegments

theRadioRockerismorelikelyto...

Befemale*

BelongtotheBoomerorSilentgenerations

BeCaucasian/White

LiveintheMidwest*

ListentoAM/FMradio

Cookfoodforleisure&watchtelevision*

Streammusiconlyforfree(audio/video)

MUSICFANALYTICS-THELUMINATEU.S.MUSICMARKETSEGMENTATION

PLEASENOTETHATTHISANALYSISISSUBJECTTOREFINEMENTASADDITIONALRESPONDENTSAREADDEDTOTHESAMPLE.TRENDSARELIKELYTOREMAINTHESAME.

*THESEDEMOGRAPHICSREPRESENTTHOSEMORELIKELYTOAPPEARINTHISSEGMENTVS.MOSTOTHERSEGMENTS

20

27%

TheCoolKidrepresents

27%ofmusiclisteners

Meet

TheCoolKid

ComparedwithListenersinOtherSegments

theCoolKidismorelikelyto...

Befemale*

BelongtoGenZorMillennials

LiveintheSouth

BeAfricanAmerican/Black

ListentoHip-Hop/Rap,R&Bmonthly

Streammusicforfree(audio/video)

UseSnapchatmonthly*

MUSICFANALYTICS-THELUMINATEU.S.MUSICMARKETSEGMENTATION

PLEASENOTETHATTHISANALYSISISSUBJECTTOREFINEMENTASADDITIONALRESPONDENTSAREADDEDTOTHESAMPLE.TRENDSARELIKELYTOREMAINTHESAME.

*THESEDEMOGRAPHICSREPRESENTTHOSEMORELIKELYTOAPPEARINTHISSEGMENTVS.MOSTOTHERSEGMENTS

21

MeetThe

GhostListener

ComparedwithListenersinOtherSegmentstheGhostListenerismorelikelyto...

Belessdemographicallydifferentiated

Speakmorethanonelanguage(inadditiontoEnglish)

Notplantoattendlivemusicinthecomingyear*

Streammusiconlyviapremiumservices

Havelessdefined&engagedpatternsinmusic

listeningbehaviors

27%

TheGhost

Listener

represents

27%ofmusic

listeners

MUSICFANALYTICS-THELUMINATEU.S.MUSICMARKETSEGMENTATION

PLEASENOTETHATTHISANALYSISISSUBJECTTOREFINEMENTASADDITIONALRESPONDENTSAREADDEDTOTHESAMPLE.TRENDSARELIKELYTOREMAINTHESAME.

*THESEDEMOGRAPHICSREPRESENTTHOSEMORELIKELYTOAPPEARINTHISSEGMENTVS.MOSTOTHERSEGMENTS

22

FANALYTICSBEHAVIORS

EachLuminateMusicFanalyticsgroup/segmenttendstohaveuniquelisteningcharacteristicsandbehaviorsthatarespecifictothem.Hereisabriefsummaryof

thosebehaviors—alongwithahandfulofsongsthatthesesuperfansmightenjoy.

WhileEnthusiaststendtolisten

toawidevarietyofgenres,they

aresignificantlymorelikelyto

listento”classic”genreslike

Americana,HolidayandJazz

music.Whilethesegenresaren‘t

theirfavorite/topgenres,listencarefullyto

thesesongs/artiststhatdemonstratehow

thesesub-preferencesinfluenceEnthusiasts’

finermusicbehaviors:

•BoyWithUke,”TwoMoons”

•MUNA,”SilkChiffon”(feat.PhoebeBridgers)

•Breland,”PraisetheLord”

•MIKA,”Lollipop”

•NessaBarrett,”Ladidie”

Devotees,liketheEnthusiasts,also

listentoanumberofgenres,while

stillhavinguniqueintereststhatset

themapart.Devoteestendtobeattheforefrontof“what’snext”—tuningintoemerginggenreslikeAfropop,EDM&

WorldMusicatsignificantlyhigherrates.Seehowthesepreferencestranslateintosongsandartiststheylistento(Björk’sinclusionisbroadlyindicativeoftheiravant-gardepreferences):

•Rosalía,“Despechá”

•FireboyDML,“AllOfUs(Ashawo)”

•Disclosure,“Omen”(feat.SamSmith)

•Björk,“HumanBehaviour”

•Amaarae,“SADGIRLSLUVMONEY(remix)”(feat.Moliy)

MUSICFANALYTICS-THELUMINATEU.S.MUSICMARKETSEGMENTATIONLUMINATEARTIST+GENRETRACKER

BRELAND:NOLANKNIGHT;BOYWITHUKE:BRIANZIFF;NESSABARRETT:BETHSARAVO;BJÖRK:VIDARLOGI;FIREBOYDML:AARONJ.THORNTON/GETTYIMAGES

23

RadioRockersenjoyClassicRock,Countryandothergenresthat

establishedthemselvesdecades

ago—butthatdoesn’tmeanthey’reaversetonewreleases.We’vefoundthatRadioRockersstilltuneinto

newartists,solongastheyembodythesame

ClassicRockethos(withmodernCountry/Rock/Popfusionactsbeinganexample,whichtheytendtogravitatetowards):

•BruceSpringsteen,“BorntoRun”

•Guns‘nRoses,“WelcometotheJungle”

•LittleBigTown,“Boondocks”

•Foreigner,“Urgent”

•PistolAnnies,“HellonHeels”

GhostListeners–bynatureof

beingundertheradar–tendtolisten

tofewergenres(andatlowerrates)

thanotheraudiencesegments.That

said,theytendtolistentoK-pop,

LatinandotherWorldgenresat

similarratestolistenersoverall.Thesetrendsare

evidentwhenweaskedtheselistenerswhich

artiststheylike.Afewexamplesofsongs/artists

thatGhostListenersmightenjoyinclude:

•LESSERAFIM,“Fearless”

•RauwAlejandro,“TododeTi”

•Galantis&JVKE,“Dandelion”

•MarkTuan,“LastBreath”

•Kygo&WhitneyHouston,“HigherLove”

TheCoolKidsareresponsiblefor

manyofthetop-chartingartistsofthelastdecade,astheyweremorelikelytoadoptstreamingservicesandotherdigitaltechthatinfluencedtophits

fromthelastdecade.They’remuch

moreengagedwithHip-HopandR&Bthanany

otheraudience,butwillstilltuneintootherartistsorgenresaslongasitstrikesthesamechords:

•KendrickLamar,“m.A.A.dcity”

•DojaCat,“SaySo”

•SummerWalker,“PlayingGames”(feat.BrysonTiller)

•Future,“LifeIsGood”(feat.Drake)

•Nirvana,“SmellsLikeTeenSpirit”

MUSICFANALYTICS-THELUMINATEU.S.MUSICMARKETSEGMENTATIONLUMINATEARTIST+GENRETRACKER

PISTOLANNIES:ILDEANDJIMCOOK;SPRINGSTEEN:DANNYCLINCH;

24

KYGO:JOHANNESLOVUND;NIRVANA:SUBPOP;DOJACAT:DAVIDLACHAPELLE

TREND3

GenZ,Music,

andMoney

GENZMUSICBEHAVIORS&PREFERENCES*

+10%

Moremoneyonmusicmonthly

+19%

Moretimewith

musicweekly

+31%ofGenZwishartistsprovidedmore

merchoptionssotheycanshowtheirsupport

GenZisMoreLikelytoDiscoverMusicVia:

+61%

ShortVideoClipsonSocialVideo

Websites/Apps

+30%

Video/Audio

MusicStreamingServices

+25%

Websites/Apps

#

SocialMedia

*AMONGGENZMUSICLISTENERS,

COMPAREDWITHAVERAGEMUSICLISTENERSU.S.MUSIC3602022(WAVE1&2)

26

GenZIsMoreLikelyToUseTheseSocialNetworksInATypicalMonth

+105%+67%

SnapchatTikTok

+37%

Instagram

Comparedtothegeneralpopulation,GenZismore

interestedinplayingvideogames(+35%)andwatchingshort-formvideo(+26%).Ontheotherhand,GenZislessinterestedinlisteningtotheradio(-21%).

CausesGenZCaresMostAbout

1

Mental

Health

2345

Homelessness/Poverty

ClimateChange

AnimalWelfare

RacialJustice

SOCIALNETWORKS-U.S.MUSIC3602022(WAVES1&2)ACTIVITYENGAGEMENT-U.S.ENTERTAINMENT3652022

27

WEB3/GAMING

59%

ofGenZawareoftheMetaverseareinterestedinit

+

42%

GenZis+42%morelikelytobegamerscomparedtothegeneralpopulation

GenZis+30%moreinterestedinMemesasNFTswhencomparedtothetotalNFTinterestedpopulation

Nearly90%ofGenZgamersuseagamingconsole

+50%

GenZgamersare

morelikelytouseaVR

headsetforgaming

comparedtothetotal

gamingpopulation

+69%

GenZgamersare

likelytobeinterestedinSandboxgames

comparedtothetotalgamingpopulation

more

LUMINATEU.S.LANDSCAPEREPORT:WEB3+GAMING28

TREND4

FromSync

onScreen

toGrowthin

Streams

01/06/22

01/13/22

01/20/22

01/27/22

02/03/22

02/10/22

02/17/22

02/24/22

03/03/22

03/10/22

03/17/22

03/24/22

03/31/22

04/07/22

04/14/22

04/21/22

04/28/22

05/05/22

05/12/22

05/19/22

05/26/22

06/02/22

06/09/22

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12/01/22

WhyAreSyncsDrivingMusicDiscovery?

MusicDiscovery(IndextoGeneralPopulation)

Hip-HopListeners

Movies

30%(120)

TV

28%(97)

CountryListeners

TV

31%(103)

Movies

28%(112)

RockListeners

Movies

31%(124)

TV

31%(103)

EltonJohnLivestreamwithDisney+

EltonJohnLive:FarewellFromDodgerStadiumonDisney+livestreamon11/20/22

drovetotalon-demandstreaminggainsofDiamondsalbum(+4.1mstreamsWOW)and

theEltonJohncatalog(+2.9mstreamsWOW)

DiamondsTotalOn-DemandStreamsEltonJohnPrimaryArtistCatalogTotalOn-DemandStreams

“HoldMeCloser”trackreleasewithBritneySpears

40M

Disney+Livestream

30M

20M

10M

0M

WEEKENDIN

EltonJohnandDisney+

makeagreatpartnership

becauseRockisthe#1

genreforDisney+users

andiseitherthe#1

or#2genreforallgenerations

G

GenZ

#1Genre

#2Genre

Hip-Hop/Rap

Rock

Millennials

Hip-Hop/Rap

Rock

GenX

Rock

Hip-Hop/Rap

Boomers

Rock

Oldies

U.S.ARTIST&GENRETRACKER2022

LUMINATEMUSICCONNECTJOHN:DAVIDWOLFF-PATRICK/REDFERNS

30

10/07/21

10/14/21

10/21/21

10/28/21

11/04/21

11/11/21

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12/02/21

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01/06/22

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03/03/22

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04/28/22

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05/26/22

06/02/22

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12/29/22

Euphoriaseasonpremiere1/9/22

EuphoriaOn-DemandStreamingSyncs:Labrinth

30M

20M

10M

0

LabrinthCatalogTotalOn-DemandStreams

WEEKENDING

+37%

Intheweekending

12/29/22,Labrinth’sprimaryartistcatalogcontinuestostream37%morethanit

didtheweekbeforetheEuphoriashowpremiereon1/9/22

Labrinth

LabrinthOn-DemandComparisonwith202120212022

WeeklyHigh

WeeklyLow

WeeklyAverage

9.7m

6m

9.3m

6.3m

15m

30.7m

#1Genre

#2Genre

GenZ

Hip-Hop/Rap

Rock

Millennials

Hip-Hop/Rap

Rock

GenX

Rock

Hip-Hop/Rap/Top40/Pop/R&B

Boomers

Rock

Oldies

Rockisthe

#1genrefor

HBOMaxusers

#1

U.S.ENTERTAINMENT365TRACKER2022LUMINATEMUSICCONNECT

LABRINTH:DAVEBENETT/GETTYIMAGES

31

10/07/21

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06/02/22

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