Is music discovery becoming more challenging? The top of the charts and popular genres dominate the radio, while eclectic artists and niche genres are easily accessible on streaming platforms. But what happens when even your new music playlists start to feel stale?
Is there a decline in musical serendipity? Algorithmic programming, much like radio research, uses the past to suggest the next play. Without proactive curiosity — like ending conversations with “What’s the best thing you’ve heard lately?” — it’s easy for the musical well to run dry.
However, music listeners still have access to a variety of ways to discover new music, as highlighted in the most recent Luminate Insights consumer research Music 360 survey. Among all U.S. music listeners, the percentage of respondents noting different music discovery channels were:
- Friends/Relatives 44%
- AM/FM radio 43%
- Streaming services 43%
- Social media 36%
- Movies/Soundtracks 35%
- TV 33%
Interestingly, the data shows discovery still occurs through a wide variety of channels, with radio and streaming tied for influence among the average U.S. music listener after recommendations from friends and family. Another surprising insight? Radio still resonates with younger audiences — 38% of Gen Z and 54% of Millennials report using it as a discovery tool.
For programmers looking to capitalize on these trends, here’s one idea: create a comparison of the top-streamed artists by genre versus the top 1,000 artists in radio plays this year. The sweet spot for opportunity lies above the yellow line where streaming outpaces radio — and these artists may be primed for a broader fanbase and increased exposure.
While streaming has expanded the ways in which fans engage with music, it’s clear that curious listeners still find musical serendipity in different places as discovery is all around us.
