The Platform Wars
The current streaming landscape is dominated by a few major players, but with interesting nuances in who uses them. According to a recent Researchscape survey of 1,023 U.S. adults, YouTube Music leads overall usage at 38%, followed closely by Spotify at 36%, while Amazon Music rounds out the top three at 30%. However, raw usage numbers tell only part of the story.
When it comes to paid subscriptions, the picture shifts dramatically. SiriusXM, despite having lower overall usage (15%), boasts an impressive 99% paid subscription rate among its users (the service offers time-limited free trials rather than an ad-supported free tier). Apple Music and Amazon Music also show strong conversion rates, with 88% and 78% of their users subscribing, respectively. Meanwhile, YouTube Music, despite leading in overall usage, converts only 37% of its users to paid subscriptions. iHeart Radio has the lowest conversion rate, at 14%.
The Generation Gap
Perhaps the most striking findings emerge when examining usage across generations. Spotify dominates among Millennials, with 55% of this demographic using the platform – significantly higher than the other generations. Gen Z shows strong affinity for Apple Music, with 47% listening, while also tuning in to Spotify (48%) and YouTube Music (46%).
Boomers present a markedly different profile. They’re more likely to use SiriusXM (22%) than any other generation and show lower adoption rates for newer streaming platforms. In fact, 28% of Boomers report not using any music streaming services at all: a stark contrast to Millennials and Gen Z, where only 3% abstain from streaming platforms.
The Income Factor
Household income drives streaming habits. Among households earning $100,000 or more annually:
- 74% maintain paid subscriptions, vs. 44% of households earning under $50,000
- 40% use Amazon Music, vs. 27% of lowest income households
- 36% use Apple Music, vs. 13% of households under $50K
- Only 9% listen to no streaming services, vs. 19% of lowest income households.
Households under $50K are somewhat more likely to listen to YouTube Music (42% vs. 34% for highest income households).
This income divide suggests that while streaming music has become mainstream, premium services remain somewhat of a luxury good.
Gender Dynamics
Gender differences in streaming habits, while present, are generally minor. However, some notable distinctions emerge:
- Men are more likely to use SiriusXM (22% vs. 9% for women)
- Men show higher adoption of Apple Music (27% vs. 19%)
- Subscription rates are higher among men (66% vs. 51%).
Musical Tastes Across Generations
The survey also revealed fascinating insights about musical preferences across different eras. The 1980s (61%) and 1990s (60%) emerge as the most universally beloved decades (whether people listen to streaming platforms or not). However, this general trend masks significant generational differences.
Boomers show strong preference for music from their formative years:
- 76% enjoy 1970s music
- 59% enjoy 1960s music
- Only 23% listen to 2020s music (matching the percentage who listen to 1950s music).
Meanwhile, younger generations show different patterns:
- 75% of Gen Z and 52% of Millennials enjoy 2020s music
- 76% of Millennials and Gen Z enjoy music from the first decade of this century.
On average, Gen Xers selected 4.1 decades of music they enjoy listening to, vs. 3.6 decades for Boomers and Millennials (3.8 for Gen Z).
Platform-Specific Preferences
Different streaming platforms have listeners with distinct era preferences, often driven by the age of their listeners. Apple Music, bastion of younger users, shows a strong skew toward contemporary music, with 80% enjoying 2020s music and 71% enjoying 2010s music. In contrast, SiriusXM (dominated by Boomers and Gen X) shows a stronger preference for classic-rock eras, with 79% enjoying both 1970s and 1980s music.
Methodology
The results in this report are from an online newsmaker survey of 1,023 U.S. adults that was fielded by Researchscape International from October 25 to 27, 2024. The data was weighted to the U.S. population by 10 demographic questions. The credibility interval for questions answered by all respondents is ±4 percentage points.
