UNITEDSTATES2022
Luminate
Year-End
MusicReportInearly2022,wereintroducedourselvestotheworldasLuminate.
IntroductionEmbodyingthisnewbrandidentitybestreflectsourvaluesforobjectivity
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.
2Fanalytics
InLuminate’sFall2022Music360ResearchReport,weintroducedthe
U.S.MusicListenersMarketSegmentation.Itisafirstofitskindforthis
audience,actingasananalyticaltoolthatgroupslike-mindedconsumers
intodistinctgroupsandenablesustogainricherinsightsintoeach
group’sbehaviors,thoughts,andopinions.We’veidentifiedfivedifferent
typesofmusiclistenersintheU.S.basedonbroadbehaviorsandattitudes,andthey
areasfollows:TheEnthusiast,TheDevotee,TheRadioRocker,TheCoolKid,andThe
GhostListener.
Inthefollowingreport,wesharesomeinsightsintohowthesefivetypesof
musiclistenersbehave,andhowtheyengagewithsomeof2022’smostpopular
albumreleases.Forexample,TheEnthusiast,whoismorelikelytobemaleandGen
X,listenedtoBeyoncé’snewalbumasmuchastheylistenedtoTaylorSwift’snew
albumthisyear.
GenZ,Music,andMoney
AsGenZbecomesmoreandmorepowerful,influencingthemarketwith
theirconsumptionhabits,alleyeswereontheirbehaviorsthispastyear.
AccordingtoLuminate’sFall2022Music360ResearchReport,GenZ
musiclistenersintheU.S.spend+21%moretimeweeklywithmusicthan
listenersfromanyothergeneration.Muchofthattimeisspent
discoveringmusiconstreamingserviceslikeSpotify,Apple,andYouTubeandon
short-formvideoplatformsandappslikeTikTok.Infact,GenZismorelikelyto
discovermusiconbothsourcesthantheaveragelistenerby13%and19%,
respectively.
GenZ’sconsumptionbehaviorsareonlyjustapartoftheirstory.Theyarealso
willingtospendmoneytosupporttheirfavoriteartists,especiallywhenitcomesto
merchastheyexpressedadesirefortheirfavoriteartiststooffermoremerchasan
opportunitytoshowsupportby+30%morethantheaveragemusiclistenerinthe
U.S.Andoverall,theyspend+18%moremoneyonmusicmonthlythantheaverage
U.S.musiclistener,fuelingsalesforvinylrecord-breakingweeksbyHarryStylesand
TaylorSwiftthisyear.
Inthefollowingreport,wedivedeeperintoGenZ’sothermusic-relatedbehaviors,
whatcausesareimportanttothem,andwhattheirfavoritegenresare.
FromSynconScreen
toGrowthinStreams
TheKateBush–StrangerThingsstoryearnedmajorheadlinesthispast
summer,whenstreamsforBush’smusicgrewbyover20,000%afterher
song“RunningUpThatHill(ADealWithGod)”appearedinanepisodeof
theNetflixseries.Butthat’sjustaverynotableexampleofabuilding
trendinthediscoveryorre-discoveryofmusiconstreamingplatforms.
LUMINATEMUSICCONNECT3OtherscriptedshowslikeEuphoriahavecontributedtomajor
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.
4Contents
TheYearinMetrics6
Trend1:TheConsumptionRenaissance8
Trend2:Fanalytics16
Trend3:GenZMusicandMoney25
Trend4:FromSynconScreentoGrowthinStreams29
Trend5:SweetCarolineSweetCatalogSale!33
Trend6:GlobalOutlook36
Year-EndCharts40