DIMA Study Reveals Americana Music Fans Exhibit Exceptional Engagement

Findings from a recent study conducted by the Digital Media Association (DIMA) have showcased that Americana music fans not only stream more music but also spend more on music-related expenses compared to the typical music consumer.

In a detailed analysis by Music Watch Inc. for DIMA, it was revealed that Americana fans are likely to spend about twice as much annually on music consumption, including live events and merchandise, compared to the average U.S. music streamer—amounting to $837 versus $400.

Enhanced Engagement Among Americana Fans

These fans don’t just spend more, they also dedicate more time to music. Research indicates that an Americana music fan averages 28.3 hours of music listening per week, which is significantly higher than the 22.8 hours recorded for the general music listening population.

Pertaining to digital streaming, an overwhelming 99% of Americana aficionados use streaming services, with 71% subscribing to premium, on-demand music services. This is a stark contrast to the national average of 44%, underscoring the deep engagement levels of this community.

Youthful Demographics and Geographical Trends

Interestingly, the study found that a large portion of Americana music streamers, around 76%, are under the age of 44, suggesting the genre’s appeal to younger audiences. Additionally, the highest concentrations of Americana listeners are predominantly found in the South Central and South Atlantic regions of the United States.

Implications for the Music Industry

DIMA’s president and CEO, Graham Davies, commented on the implications of these findings for the music industry. He noted the transformative effect of streaming services in broadening the reach of Americana music, both nationally and internationally. He highlighted how streaming platforms have been instrumental in connecting Americana artists with a global audience and fostering a stronger artist-fan relationship.

The timing of this research coincides with the annual AmericanaFest and the Americana Honors & Awards held in Nashville. Among this year’s prominent nominees are artists like Sierra Ferrell, Billy Strings, Jason Isbell, Joy Oladokun, and I’m With Her, signifying the vibrant and growing Americana music scene.