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In a world of digital music and personalised playlists you may be surprised to discover how the majority of people are discovering music.

Music has changed a lot in the last couple of decades. Radio was once the place to go for easy access, new music recommended by tastemakers. Browsing the record shop for the release with the most enticing artwork was even a method pre-internet.

Now, digital music services hold our hands down the road to discovering exactly what we didn’t know we wanted to hear. Algorithms on streaming services have had years of refining to provide listeners with music that suits their individual tastes. Then there are playlists, for the human touch.

A new study from Luminate Insights reveals how people are discovering new music and it may come as a surprise. In an age of algorithms and music apps following us wherever we go, music listeners in the U.S. are relying on the human touch more than anything else.

44% of respondents said that the discover music from the recommendations of friends and relatives. Surpisingly, close behind in joint second place, 43% of people said that they find music on both AM/FM radio and streaming services. As the potential looms for an end to AM/FM radio, it’s interesting that it still takes such a prominent place in people’s listening.

Farther behind, social media takes a still significant portion of the music discovery. 36% of U.S. respondents said they discover music through social media, a number likely bolstered by the popular use of music in short form platforms like TikTok and Instagram Reels. TikTok have been promoting artists more on their platform in the last year to foster a deeper connection to music on their app.

TikTok is completely reshaping their platform for artists

The following stats show Movies/Soundtracks are a source of discovery for 35% and TV for 33%. View the full report at Luminate Insights to see how listeners are tuning in to new music in 2024.

People are discovering music in a variety of ways, but music streaming still leads the pack for music consumption. Get your music heard as an artist with free uploads to the world’s top music streaming services and get paid with every stream.

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