2024年年底音乐报告（英）-90正式版

INTRODUCTIONInLuminate’s2024MidyearMusicReport,wesharedamyriadofinsightssurroundingstreaminggrowthonagloballevel,physicalmusictrends(fromD2Ctovariants),genreshiftsinthestreaminglandscapeandsuperfanbehaviors.Now,withthesecondhalfof2024behindus,additionaldatahelpspaintafullerpictureofthemusicindustryin2024.Inthefollowing2024Year-EndMusicReport,wedivedeeperintoseveralkeytrendstowatchin2025—genreshiftsonstreaming,highlightchangesinconsumptionacrossinternationalmarkets,delveintosongwritingrepresentationandprovideadditionalinsightsacrossgaming,livemusic,socialmediaandmore.Fueledbyin-depthanalysesofLuminate’sstreaming,salesandconsumerresearchdata,thisreportallowsustostayconsistentwithLuminate’smissiontoserveasthemosttrustedpartnerforentertainmentdata.Thesefindingsaremeanttobehelpfulforbusinessplanningacrossnotjustthemusicindustry’sneedsbutforallindustriesthatareconcernedwithmusic—fromfinancialinvestmenttotechproductdevelopment,frombrandpartnershipstogamingactivations,andbeyond.Asalways,theChartsincludedinthisreportarepresentedinpartnershipwithBillboard,Luminate’sexclusivechartpartnerformorethanthreedecades.ABOUTLUMINATELuminateisthepreeminententertainmentdataandinsightscompany,unleashingaccesstothemostessential,objective,andtrustworthyinformationacrossmusic,film,television,gaming,short-formvideoandmore.Luminate’sdatabaseshouseinformationcompiledfromover500verifiedsources,managingmorethan20trilliondatapoints.Contactusat

tolearnmore.STREAMING’SNEWFRONTIERSOn-DemandAudio(ODA)streamingcontinuedtogrowgloballyin2024but,whenlookingatU.S.growthversustherestoftheworld,ODAstreaminginex-U.S.territoriesgrewcollectivelyatafasterrateof+17.3%,whiletheU.S.growthratewas+6.4%.Wealsotakealookatlistenershiptrendsandpreferencesbyaudienceinternationally.Ad-supportedstreamersinMexicoover-indexinEasyListeningmusicstreamingversustherestofLatinAmerica,butthoselistenersdonotconsumeReligiousmusicatthesamerateastherestoftheregion.Inthefollowingreport,wetakealookatthesestreaminggrowthtrendsthroughthelensesofspecificcountries,platformsandservicetypes.Forexample,premiumstreaming—meaningpaidsubscriptionsandnotsolelyad-based—isgrowingitsoverallsharearoundtheworld.TheshareinLatinAmericancountrieshasgrownthemostsince2021but,whenlookingatgrowthinjust2024,countriesfromEasternEuropeandAsialead.WhenitcomestotheU.S.marketspecifically,thegenrestorychangedslightlyinthesecondhalfoftheyear.Inour2024MidyearMusicReport,wesharedthatLatinwasthefastest-growinggenrebyODAstreamingpointshare.ButactivityinthesecondhalfoftheyearsawPopedgeoutLatintobecomethefastest-growinggenreoverthefullyear.Popfinishedtheyearwith+0.48pointstoRock’s+0.40increase.ArtistslikeTaylorSwift,BillieEilishandSabrinaCarpenterhelpedestablishPop’srise.GLOBALSOUNDSYSTEMAsstreamingplatformsfacilitatethespreadofmusicacrossborders,anopportunityarisestoincreaseacountry’sculturalimpactthroughmusicinforeignterritories.Inthefollowingreport,weranktheTop10countriesbyrecordedmusicexportpowerandbreakdownthethreecountriesimportingthemostfromtheseexportmarkets.Usingthemethodologythatcombinesartistrank,countrymarketshare,numberofartistsexportedandnumberofcountriesimporting“foreign”artists’content,weseethattheUnitedStatesisthelargestexporter,withCanada,AustraliaandNewZealandimportingthemostfromtheU.S.InLuminate’sinauguralrankingofexportpowerwealsoseecountrieslikeSouthKoreaandBrazilintheTop10.ThisanalysisshowsusEnglishandnon-English-languagecountriesarepreformingdifferently.English-speakingcountriesarelosinglocalsharetonon-Englishlanguageimports.Usingindustry-leadingmetadatafromQuansic,whichLuminateacquiredatthestartof2024,wealsoanalyzesongwriterrepresentationamongstthemost-streamedsongsofthepastyear.TheUnitedStatesleadswiththemostsongwritersrepresentedintheTop1Kmost-streamedsongsof2024,globally,withtheUK,Canada,SwedenandFranceroundingouttheTopFive.FURTHERDOWNTHEPYRAMIDTensofthousandsoftrackscontinuetobeuploadedtostreamingplatformseveryday.Onaverage,thatdailynumberin2024was99K.Andwhilethemost-streamedsongsandartistsarerightfullybeinganalyzedandwrittenabout,wemusttakealookatthesongsfurtherdownthepyramidtofullyunderstandthemusiclandscapeof2024.Inthefollowingreport,weprovideadeep-divelookathowgenresarerepresentedamongstsongsthathaveachievedcertainstreamingnumbers.OurdatashowsthatPop,CountryandHoliday/Seasonalover-indexinU.S.streamingvolumefortrackswith100M+streamswhilemorenichegenresdisplaygreaterprominencefurtherdownthetail.Wealsodigdeeperintoconsumerresearchinsightsbehindlistenersofthelattergenres,specificallyhowthatmusicisdiscoveredbyitscorelistenership.STREAMS&SCREENSIntheeraofstreamingandbottomlessplaylists,understandinghow,whereandwhenmusiclistenersarediscoveringnewsongsandartistsismoreimportantthanever.Inthefollowingreport,weanalyzemusicdiscoverybehaviorsacrossfilm,TV,virtualengagement,gamingandmore.WealsouseLuminate’sStreamingViewership(M)tooltohighlightthemost-watchedmusicdocumentariesacrossallmajorSVODplatformsin2024,andprovideacasestudyonhowthosetitlescanaffectthestreamingconsumptionofadocumentarysubject’scatalog.FANS&BRANDSAtLuminate,westartedsharinginsightsaroundsuperfansin2021.However,asthetermcontinuestobeacentralfixtureinconversationssurroundingalbumreleasestrategiesandtouring,we’vedeepenedouranalysis.Inthefollowingreport,wesharethelatestdataaroundsuperfanbehaviorsandhowtheyaffectoverallmusicconsumption.Forexample,artistsarecontinuingtosolidifytheirdirectrelationshipswithfans,whichismostevidentbythefactthatDirect-To-Consumer(D2C)musicsalescontinuetoincrease.D2Csalesmadeup63%offirst-weekphysicalalbumsalesin2024amongtheU.S.Top200albumsoftheyear,and31.9%offirstweekalbumactivity(salesandstreaming)amongthose.In2024,wealsolaunchedtheLuminateIndex,anewcompositemetricforunderstandingthedepth,breadthandaffinityofanartist’sfandomamongU.S.consumers.Thefiveuniquecomponents—streaming,socialmediafootprint,awareness,publicperceptionandfanengagement—eachcontributetothecompositescore,whilefocusingondifferentaudiencesegmentsdrivesnewinsights,allowingbrandstomakebetterdecisionswhenitcomestoartistpartnerships.SETTINGTHESTAGELivemusicattendancecontinuestoboominapost-pandemicworld.Luminate’slatestindustry-leadingconsumerresearchdatashedslightonbehaviorsandattitudestowardconcertandfestivalattendance.Inthefollowingreport,weshowcasehowU.S.GenZmusiclistenersspentmorethananyothergenerationonlivemusicevents,includingmusicfestivals.ThispastyearmarkedthefirsttimeGenZtoppedothergenerationsinoverallliveeventspend,butMillennialsstillreportedspendingthemostspecificallyonconcerts(notinclusiveoffestivals).Wealsoprovideinsightssurroundingticketpriceattitudes,concertgoerdemandsfordifferentgenresandmore.INTHISREPORTCLICKTOJUMPTOSECTIONYEAR-ENDMETRICSSTREAMING’SNEWFRONTIERSGLOBALSOUNDSYSTEMFURTHERDOWNTHEPYRAMIDFANS&BRANDSSTREAMS&SCREENSSETTINGTHESTAGEYEAR-ENDCHARTS01YEAR-ENDMETRICS02030405060708BENSONBOONECREDIT:JOHNNACION12/29/23-1/02/25(ASCOMPAREDTO12/30/22-1/04/24)LUMINATE’S2024TRACKINGYEARRANFROMDECEMBER29,2023,TOJANUARY2,2025,ANDINCLUDED53WEEKSDUETOARARECALENDAROCCURRENCE.(THELASTTIMETHISHAPPENEDWASIN2018.)FORACCURATEYEAR-OVER-YEARCOMPARISONSINTHISREPORT,A53-WEEKPERIODFOR2023ISUSED(DECEMBER30,2022,TOJANUARY4,2024).GLOBALMETRICSON-DEMANDSTREAMINGAUDIOEX-U.S.ON-DEMANDAUDIOSONGSTREAMSSOURCE:LUMINATECONSUMPTIONDATA+12/29/23-1/02/25(ASCOMPAREDTO12/30/22-1/04/24)U.S.METRICSCLICKHEREFORANIMPORTANTNOTEREGARDINGU.S.PHYSICALSALESREPORTINGU.S.TOTALALBUMCONSUMPTION*ALBUM+TEA+SEAON-DEMANDAUDIO**DIGITALALBUMSALESU.S.TOTALDIGITALMUSICCONSUMPTIONDIGITALALBUMS+TEA+SEAON-DEMANDAUDIO**PHYSICALALBUMSALES*INCLUDESVINYLLP,CDsANDCASSETTESON-DEMANDSTREAMINGAUDIO2024U.S.INDIERETAILSOURCE:LUMINATECONSUMPTIONDATA+12/29/23-1/02/25(ASCOMPAREDTO12/30/22-1/04/24)*EXCLUDESU.S.INDEPENDENTRETAILSTRATASALES**SEA(STREAM-EQUIVALENTALBUMS):1250PREMIUMSTREAMS=ONEALBUM//3750AD-SUPPORTEDSTREAMS=ONEALBUM;TEA(TRACK-EQUIVALENTALBUMS):10DIGITALTRACKS=ONEALBUMU.S.CURRENTVS.CATALOGCONSUMPTIONCLICKHEREFORANIMPORTANTNOTEREGARDINGU.S.PHYSICALSALESREPORTINGTOTALALBUMEQUIVALENTCONSUMPTION(ALBUM+TEA+ON-DEMANDSEAAUDIO*)CURRENTSHARECATALOGSHARECURRENTTOTALALBUMCONSUMPTIONCATALOGTOTALALBUMCONSUMPTIONSOURCE:LUMINATECONSUMPTIONDATAU.S.INDIERETAILEXCLUDED+12/29/23-1/02/25(ASCOMPAREDTO12/30/22-1/04/24)*SEA(STREAM-EQUIVALENTALBUMS):1250PREMIUMSTREAMS=ONEALBUM//3750AD-SUPPORTEDSTREAMS=ONEALBUM;TEA(TRACK-EQUIVALENTALBUMS):10DIGITALTRACKS=ONEALBUMCATALOG=OLDERTHAN18MONTHSCANADAMETRICSCANADATOTALALBUMCONSUMPTIONALBUM+TEA+SEAON-DEMANDAUDIO*CANADATOTALPHYSICALALBUMSALESLPs,CDsANDCASSETTESCANADAON-DEMANDSONGSTREAMINGAUDIOCANADATOTALALBUMSALESPHYSICAL+DIGITALSOURCE:LUMINATECONSUMPTIONDATA+12/29/23-1/02/25(ASCOMPAREDTO12/30/22-1/04/24)*SEA(STREAM-EQUIVALENTALBUMS):1250PREMIUMSTREAMS=ONEALBUM//3750AD-SUPPORTEDSTREAMS=ONEALBUM;TEA(TRACK-EQUIVALENTALBUMS):10DIGITALTRACKS=ONEALBUMCANADACURRENTVS.CATALOGUECONSUMPTIONTOTALALBUMEQUIVALENTCONSUMPTION(ALBUM+TEA+ON-DEMANDSEAAUDIO*)CURRENTSHARECATALOGUESHARECURRENTTOTALALBUMCONSUMPTIONCATALOGUETOTALALBUMCONSUMPTIONSOURCE:LUMINATECONSUMPTIONDATA+12/29/23-1/02/25(ASCOMPAREDTO12/30/22-1/04/24)*SEA(STREAM-EQUIVALENTALBUMS):1250PREMIUMSTREAMS=ONEALBUM//3750AD-SUPPORTEDSTREAMS=ONEALBUM;TEA(TRACK-EQUIVALENTALBUMS):10DIGITALTRACKS=ONEALBUMCATALOG=OLDERTHAN18MONTHSNotesonTrendBreakDuetochangesinmethodologyandproviderreporting,twotrendbreaksoccurredin2024,whichmeansweareunabletoprovideanaccuraterepresentationofyear-over-yearchanges(2024vs.2023)inthefollowingtwoareas:•IndependentRetailPhysicalSales:Aspreviouslyreported,LuminatechangedthemethodologybehinditsindependentretailsalesreportingbeginningWeek1of2024.Whilethenewmodeledmethodologymoreaccuratelyrepresentstheindependentretailmarket,wedonothavecomparablehistoricaldatatoprovideanaccurateyear-over-yeartrend.Therefore,independentretailphysicalsalesunderthenewmethodologyfor2024areisolatedandnotrendingisprovidedversus2023.U.S.Vinylsalesare+4.3%in2024comparedto2023whenexcludingtheindependentretailstrata.•Video:AchangeinproviderreportingwasmadeinJanuary2024thataffectstheNon-SongUGCcategory.Duetothischange,weareunabletoprovidevideotrending.Allvideonumbersrepresentedinthisreportareeitherstand-alonesnapshotsintimeordonotincludetheimpactoftheNon-SongUGCchanges.Theseinstancesarenotedthroughout.SOURCE:LUMINATECONSUMPTIONDATA79.5%ofU.S.On-DemandAudio(ODA)StreamsarefromSongsReleasedin2010orLaterNearlyoneintwoU.S.On-DemandAudioStreamsareoftracksreleasedinthelastfiveyears(2020-2024)U.S.ON-DEMANDAUDIOU.S.ON-DEMANDAUDIOSTREAMSBYRELEASEYEARSTREAMINGBYDECADESOURCE:LUMINATEMUSICCONSUMPTIONDATABASEDONTOP500KU.S.ONꢀDEMANDAUDIOTRACKSAverageDailyISRCDeliverytoDSPsTherewasanaverageof99KnewISRCs**deliveredtoDSPs(digitalserviceproviderslikeSpotify,AppleMusic,YouTubeetal.)eachdayin2024,whichisdown4.4%from2023whentherewasanaverageof103.5kdeliveredeachday.SOURCE:LUMINATEMUSICCONSUMPTIONDATA*INCLUSIVEOFINDEPENDENTDISTRIBUTIONANDDSPSTHATCATERTOCREATORNETWORK**ISRCISTHE“INTERNATIONALSTANDARDRECORDINGCODE”0102STREAMING’SNEWFRONTIERS030405060708BRUNOMARSCOURTESYJOHNESPARZASTREAMINGREMAINSADOMINATINGFORCEINMUSICCONSUMPTION,MAKINGUP91.3%OFEQUIVALENTACTIVITYINTHEU.S.HOWEVER,WHEREAUDIOSTREAMINGISGROWING-BOTHINTHEU.S.ANDINTERNATIONALLY-CONTINUESTOEVOLVE.LUMINATEPROVIDESCONTEXTONSTREAMINGACTIVITYANDAUDIENCEINSIGHTS.Ex-U.S.On-DemandAudio(ODA)StreamingODAstreaminggrewinboththeU.S.andEx-U.S.marketsin2024,butEx-U.S.territoriesaregrowingatafasterrateof17.3%comparedtotheU.S.ODAgrowthrateof6.4%.WEEKLYEX-U.S.ON-DEMANDAUDIOSTREAMINGSOURCE:LUMINATEMUSICCONSUMPTIONDATAPremiumStreamingInSpotlightCountriesWithstreaminggrowthmaturingintheU.S.,Internationaladoptionoftheformatisahigherprioritythanever.Additionally,theconversionfromad-supportedtopremium(subscription)streamingdriveshigherroyalties.Brazil(No.4),Indonesia(No.8)andFrance(No.10)allrankintheGlobalTop10forTotalOn-Demand(Audio+Video)Streamingvolume,butrank34,48,26,respectively,inshareofPremiumstreaming.UnderstandingmarketvolumesandPremiumgrowthrateshelpscopyrightownerschoosemarketswiththemostopportunity.BRAZILPREMIUMSTREAMS-WEEKLYTREND+18.8%2024VS.2023SOURCE:LUMINATEMUSICCONSUMPTIONDATAPremiumStreamingInSpotlightCountriesWithstreaminggrowthmaturingintheU.S.,Internationaladoptionoftheformatisahigherprioritythanever.Additionally,theconversionfromad-supportedtopremium(subscription)streamingdriveshigherroyalties.Brazil(No.4),Indonesia(No.8)andFrance(No.10)allrankintheGlobalTop10forTotalOn-Demand(Audio+Video)Streamingvolume,butrank34,48,26,respectively,inshareofPremiumstreaming.UnderstandingmarketvolumesandPremiumgrowthrateshelpscopyrightownerschoosemarketswiththemostopportunity.FRANCEPREMIUMSTREAMS-WEEKLYTREND+11.6%2024VS.2023SOURCE:LUMINATEMUSICCONSUMPTIONDATAPremiumStreamingInSpotlightCountriesWithstreaminggrowthmaturingintheU.S.,Internationaladoptionoftheformatisahigherprioritythanever.Additionally,theconversionfromad-supportedtopremium(subscription)streamingdriveshigherroyalties.Brazil(No.4),Indonesia(No.8)andFrance(No.10)allrankintheGlobalTop10forTotalOn-Demand(Audio+Video)Streamingvolume,butrank34,48,26,respectively,inshareofPremiumstreaming.UnderstandingmarketvolumesandPremiumgrowthrateshelpscopyrightownerschoosemarketswiththemostopportunity.INDONESIAPREMIUMSTREAMS-WEEKLYTREND+8.7%2024VS.2023SOURCE:LUMINATEMUSICCONSUMPTIONDATAAverageGrowthofPremiumSharebyMarket(2024vs.2023)Readas:[Market]’sshareofpremiumstreamshasgrownby+xxptswhencomparing2024vs.2023.XAVICOURTESYOFLUISHERNANDEZSOURCE:LUMINATEMUSICCONSUMPTIONDATACOUNTRIESGROWINGTHEIRPREMIUMSTREAMSHARETHEMOSTTHOUGHLATAMLEADSINPREMIUMSTREAMINGGROWTHOVERALLSINCE2021,COUNTRIESINEASTERNEUROPEANDASIAHAVEGROWNTHEMOSTINTHEPASTYEARSOURCE:LUMINATEMUSICCONSUMPTIONDATA*MELON&FLOWASADDEDASLUMINATEDATAPROVIDERSINJUNE/JULY2023WhatStreamersAreListeningtoinSelectTerritoriesUnderstandingthenuancesoflistenershipacrossmarketsprovidesinsightsonwhat’spopularwhereandwithwhom.Forinstance,ad-supportedstreamersinMexicoover-indexinEasy-ListeningstreamingversustherestofLatinAmerica,buttheselistenersdonotconsumeReligiousgenremusicatthesamerateastheirregion.PREMIUMSTREAMINGSOURCE:LUMINATEMUSICCONSUMPTIONDATAWhatStreamersAreListeningtoinSelectTerritoriesUnderstandingthenuancesoflistenershipacrossmarketsprovidesinsightsonwhat’spopularwhereandwithwhom.Forinstance,ad-supportedstreamersinMexicoover-indexinEasy-ListeningstreamingversustherestofLatinAmerica,buttheselistenersdonotconsumeReligiousgenremusicatthesamerateastheirregion.AD-SUPPORTEDSTREAMINGSOURCE:LUMINATEMUSICCONSUMPTIONDATAU.S.On-DemandAudio(ODA)StreamingAftergrowing+12.6%intheU.S.in2023,audiovolumegrowthheld+6.4%intheU.S.in2024;whencomparingfortwoyeargrowth,theaveragevolumeofODAstreamsperweekin2024(25.2B)is+19.8%over2022(21.3B).WEEKLYU.S.ON-DEMANDAUDIOSTREAMINGSOURCE:LUMINATEMUSICCONSUMPTIONDATAU.S.CoreGenreTrendsin2024TOP10COREGENRESRANKEDBYU.S.ONꢀDEMANDAUDIOSTREAMINGVOLUMER&B/Hip-HopleadsinoverallODAstreamingvolumewithmorethan1inevery4U.S.streamsbeingfromthegenre.ThegenreisfacingincreasedcompetitionasitsoverallODAshareisdown1.7pointssince2023.KENDRICKLAMARCREDIT:pgLangSOURCE:LUMINATEMUSICCONSUMPTIONDATAGENRESHAREOFU.S.ON-DEMANDAUDIOSTREAMINGTHATISCURRENT,CATALOGANDDEEPCATALOGWORLD,LATINANDCOUNTRYLEADWITHSHAREOFGENRESTREAMINGTHATISCURRENT(18MONTHSOLDORNEWER).LATINANDCOUNTRYHAVECONTINUEDTOBETWOOFTHEFASTESTGROWINGGENRESINTHEU.S.ANDTHISILLUSTRATESTHEINFLUENCEOFNEW,HIGHIMPACTHITSSOURCE:LUMINATEMUSICCONSUMPTIONDATAPopEdgesOutRockastheFastest-GrowingGenrein2024FASTEST-GROWINGCOREGENRESINTHEU.S.RANKEDBYON-DEMANDAUDIOSHAREPOINTCHANGESIN2024VS.2023Popgrowsitsshareofaudiostreamingthemostin2024,with+.48pointstoRock’s+.40increase.PopwasledbyTaylorSwift,BillieEilishandSabrinaCarpenter.SABRINACARPENTERCREDIT:CHRISTOPHERPOLKSOURCE:LUMINATEMUSICCONSUMPTIONDATABASEDONTRACKSWITHNON-NULLGENRECLASSIFICATION;THESETRACKSACCOUNTFOR98.9%OFU.S.ON-DEMANDAUDIOSTREAMINGPOPARTISTRANKTOP10U.S.POPARTISTSBYON-DEMANDAUDIO(ODA)STREAMINGVOLUMEBILLIEEILISHCREDIT:CHRISTOPHERPOLKSOURCE:LUMINATEMUSICCONSUMPTIONDATAVitalStatsfortheFastest-GrowingGenresKeyStatsToKnowforEachoftheFiveFastest-GrowingGenresintheU.S.POPROCKLATINCOUNTRYCHRISTIAN/GOSPELPOPThoughthereare47femalePopartistsinthegenre’sTop100,womendrive63.4%ofPopaudiostreaming.OLIVIARODRIGOCREDIT:CHRISTOPHERPOLKSOURCE:LUMINATEMUSICCONSUMPTIONDATAVitalStatsfortheFastest-GrowingGenresKeyStatsToKnowforEachoftheFiveFastest-GrowingGenresintheU.S.POPROCKLATINCOUNTRYCHRISTIAN/GOSPELROCKTheRockgenrewasslightlymoretop-heavyin2024astheTop5artistsaccountedfor5.8%ofthegenre’sOn-DemandAudio(ODA)streamingcomparedto3.8%in2023.1/17NEARLY1INEVERY17U.S.ROCKODASTREAMSWASEITHERNOAHKAHAN,HOZIER,LINKINPARK,THEBEATLES,ORFLEETWOODMACNOAHKAHANCREDIT:MICHAELBUCKNERSOURCE:LUMINATEMUSICCONSUMPTIONDATAVitalStatsfortheFastest-GrowingGenresKeyStatsToKnowforEachoftheFiveFastest-GrowingGenresintheU.S.POPROCKLATINCOUNTRYCHRISTIAN/GOSPELLATINRegionalMexicanisdrivingLatin’sgrowthintheU.S.andisnowthelargestLatinSubgenre.LATINSUBGENREU.S.ON-DEMANDAUDIO(2021-2024)PESOPLUMACREDIT:CHRISTOPHERPOLKSOURCE:LUMINATEMUSICCONSUMPTIONDATANOTE:ASINGLETRACKCANHAVEMULTIPLESUBGENRESINTHELUMINATESYSTEMVitalStatsfortheFastest-GrowingGenresKeyStatsToKnowforEachoftheFiveFastest-GrowingGenresintheU.S.POPROCKLATINCOUNTRYCHRISTIAN/GOSPELCOUNTRYNotonlyhasU.S.CountrymusiccontinuedtogrowintheU.S.,buttheshareofgenreODAstreamsinEX-U.S.territoriesis+7.71sharepointssince2020.COUNTRYGENRE:U.S.ANDEX-U.S.AUDIOSTREAMINGKANEBROWNCREDIT:CHRISTOPHERPOLKSOURCE:LUMINATEMUSICCONSUMPTIONDATAVitalStatsfortheFastest-GrowingGenresKeyStatsToKnowforEachoftheFiveFastest-GrowingGenresintheU.S.POPROCKLATINCOUNTRYCHRISTIAN/GOSPELCHRISTIAN/GOSPELYoungeraudienceofChristian/Gospelisgrowingandtheaveragelistenerisspending19%moretimewithmusicthantheydidin2022.GenZChristian/Gospelfansare+20%morelikelytociteFriends/RelativesthantheaverageChristian/Gospelfan,demonstratingtheimportanceoftheirclose,trustednetworkformusicrecommendations.LAURENDAIGLECOURTESYPHOTOSOURCE:USMUSIC360Q32024AsStreamingGrowthMaturesintheU.S.:What’sHappeningattheMetro-Level?BostonandSanAntonioincreasedtheirshareoftotalU.S.On-DemandAudio(ODA)streamingby+.38and+.36pointsince2021,respectively,markingthebiggestmetro-levelincreasesduringthattime.FouroftheTop10share-gainingmetroareassince2021aremarketsrankedNo.20orbelowinODAvolumeasmid-levelmarketspickupshare.FASTEST-GROWINGMARKETSBYU.S.ODAMARKETSHARE,2021T02024SOURCE:LUMINATEMUSICCONSUMPTIONDATABIGGESTGENREGROWTHATTHEU.S.METROLEVELTHELATINANDCOUNTRYGENRESARETWOOFTHEFASTESTGROWINGINTHEU.S.,ANDMETRO-LEVELANALYSISSHOWSTHATTHESEGENRESHAVEGROWNTHAUDIOSTREAMINEASEINON-DEMANDURCE:LUMINATEMUSICCONSUMPTIONDATAMAPDATAREFLECTSTHROUGHWEEK39,2024+79%+68%+32%WhileDifferentU.S.AudiencesandGenreFansShareDifferentPerspectivesonGenerativeAIWhenpromptedbythestatement“IthinkGenerativeAI[ChatGPT,MidJourney,AlphaCode,etc.]willhaveapositiveimpactontheentertainmentindustry,”U.S.musicstreamersvaryinresponse.WorldMusicgenrestreamersare+79%morelikelytoagreewiththisstatementthantheaverageU.S.musicstreamerNewAgemusicstreamersare+68%morelikelytoagreewiththisstatementthantheaverageU.S.musicstreamerPERCENTOFMUSICSTREAMERSTOAGREEBYGENERATIONDance/Electronicmusicstreamersare+32%morelikelytoagreewiththisstatementthantheaverageU.S.musicstreamerGENZ27%MILLENNIAL20%GENX18%BOOMERS16%SOURCE:LUMINATEINSIGHTS-USENTERTAINMENT365(Q1-Q32024)010203GLOBALSOUNDSYSTEM0405060708DUALIPACREDIT:CHRISTOPHERPOLKANEXPANDINGGLOBALMARKETPLACEISALLOWINGMOREINTERNATIONALARTISTSTOCONNECTWITHWORLDWIDEAUDIENCES.NEWDATAATTRIBUTESFORLUMINATEANALYSISINCLUDINGINTERNATIONALGENREACTIVITY,ARTISTCOUNTRYOFORIGIN,SONGWRITER(ISWC)ANDMOREPROVIDENEWCONTEXTFORPLANNINGANDFORECASTING.Top10CountriesinGlobalExportPowerAsglobaldigitalserviceproviders(DSPs)facilitatethespreadofmusicacrossborders,there’sanopportunitytoincreaseacountry’sculturalimpactthroughmusicinforeignterritoriesaswellasidentifyclustersandanalyzemusictraderelationships.TheLuminateExportPowerScoreisametricdesignedtoevaluateacountry’sabilitytoexportrecordedmusicglobally.Thisscoreisacombinationoffourdatapoints:therankofartistsineachcountrybasedonTotalOn-DemandStreamingandCountryofOrigin;thenumberofcountriesimportingmusicfromagivenexportcountry;thestreamingsizeofimportingcountriesandthenumberofartistsperexportcountryreachinginternationalaudiences.12345678910SOURCE:LUMINATEMUSICCONSUMPTIONDATAShareofGlobalPremium(Audio+Video)StreamingGrowstheMostforArtistsfromMexico,BrazilandIndiaLARGESTGAINSINGLOBALPREMIUMSTREAMSHAREBYCOUNTRYOFORIGINArtistsfromtheUnitedStatesstillholdthemostGlobalpremiumstreamingshareoverall,butdown0.44percentagesharepointssince2023.LARGESTDECLINESINGLOBALPREMIUMSTREAMSHAREBYCOUNTRYOFORIGIN*FUERZAREGIDACREDIT:CHRISTOPHERPOLKSOURCE:LUMINATEMUSICCONSUMPTIONDATA*EXCLUDESTERRITORIES;PUERTORICORANKSSECONDWITH-0.46SHAREPOINTSEnglishandnon-English-languagecountriestendtoshowdifferenttrendsinlocalvs.foreigncontent.English-speakingmarketsarelosinglocalsharetonon-Englishlanguageimports...ENGLISH-SPEAKINGMARKETSLOSINGSHARETOIMPORTSREADAS:INTHEU.S.,ARTISTSFROMXXCOUNTRYAREGAINING/DECLININGINSTREAMINGSHAREBASEDONARTISTCOUNTRYOFORIGINKARANAUJLACOURTESYPHOTOSOURCE:LUMINATEMUSICCONSUMPTIONDATA;LUMINATEINSIGHTSCONSUMERRESEARCHDATAUSM360,2024WAVE3*EXCLUDESTERRITORIES;PUERTORICORANKSSECONDWITH-0.31SHAREPOINTS…whilemanynon-EnglishspeakingmarketsshowlocalcontentgainingshareNON-ENGLISH-SPEAKINGMARKETSGAININGSHAREOFLOCALCONTENTMRS.GREENAPPLECREDIT:GilbertFloresSOURCE:LUMINATEMUSICCONSUMPTIONDATAThisCulturalExchangeHelpsGrowGenresOutsideOfTheirNativeRegionsSeewhereeachgenreisgrowingitspremiumstreamingsharethemostoutsideitsownregion.R&B/HIP-HOPCHRISTIAN/GOSPELCOUNTRYLATINSOURCE:LUMINATEMUSICCONSUMPTIONDATAThisCulturalExchangeHelpsGrowGenresOutsideOfTheirNativeRegionsSeewhereeachgenreisgrowingitspremiumstreamingsharethemostoutsideitsownregion.R&B/HIP-HOPCHRISTIAN/GOSPELCOUNTRYLATINSOURCE:LUMINATEMUSICCONSUMPTIONDATAThisCulturalExchangeHelpsGrowGenresOutsideOfTheirNativeRegionsSeewhereeachgenreisgrowingitspremiumstreamingsharethemostoutsideitsownregion.R&B/HIP-HOPCHRISTIAN/GOSPELCOUNTRYLATINSOURCE:LUMINATEMUSICCONSUMPTIONDATAThisCulturalExchangeHelpsGrowGenresOutsideOfTheirNativeRegionsSeewhereeachgenreisgrowingitspremiumstreamingsharethemostoutsideitsownregion.R&B/HIP-HOPCHRISTIAN/GOSPELCOUNTRYLATINSOURCE:LUMINATEMUSICCONSUMPTIONDATASongwritingandCompositionAlsoHelpsDriveCulturalExchangeMOST-PROLIFICSONGWRITERSWORLDWIDECOUNTOFSONGSBYASONGWRITERINTHEWORLDWIDETOP1KSONGSRANKEDBYON-DEMANDAUDIO,WEEK1-45,2024DANIELNIGROCREDIT:GILBERTFLORESSOURCE:LUMINATEDATAENRICHMENTSERVICESMOST-STREAMEDSONGWRITERSWORLDWIDEODASTREAMSOFSONGSBYASONGWRITERINTHEWORLDWIDETOP1KSONGS.WEEK1-45,2024SOURCE:LUMINATEDATAENRICHMENTSERVICESTheU.S.leadsinpresencethroughoutthatTop1KGlobalaudiotrackswith863songwriterswhilethecountriesbelowrankNos.2ꢀ10inexꢀU.S.markets.ThoughnotpartoftheTop10CountriesbyRecordedMusicExportPower,NorwayandColombiahavesignificantsongwritingpresenceontheGlobalstage.COUNTRYOFORIGIN