New Research Shows Americana Fans Embracing Superfan-Level Spending and Streaming

New Research Shows Americana Fans Embracing Superfan-Level Spending and Streaming

• First of its kind research reveals the streaming and spending habits of Americana fans
• Americana fans show higher levels of engagement with music than the national average, spending twice as much on music annually

FOR IMMEDIATE RELEASE
CONTACT: media@dima.org

NASHVILLE, TN – As Nashville’s ‘AmericanaFest’ kicks off this week, new research confirms what many attendees will already know: streaming is powering the rise of Americana, with its fans among the most passionate and valuable music listeners.

Brand new research¹ from the Digital Media Association (DIMA), the trade association representing the world’s leading streaming services, reveals that Americana music fans not only stream more, but also spend significantly more, on music overall than the average listener.

The research found that:

• On average, Americana fans spend twice as much on music annually as the average American streamer (US $837 on recorded music, live and merchandise compared to $400).
• Americana listeners spend 24% more time listening in an average week than regular music fans (28.3 hours per week listening to music compared to 22.8 hours).
• 99% of Americana fans stream music compared to 94% of the American population, with 71% paying for an on-demand subscription, well above the 44% national average.
• 74% of Americana listeners say they have discovered new music on streaming services, the leading form of music discovery.²

The research demonstrates the passion of the Americana fanbase, which is seeing mainstream success with now global artists such as Charley Crockett, Jason Isbell, Nathaniel Rateliff and Brandi Carlile, whose studio album with Sir Elton John – Who Believes In Angels? – topped charts worldwide earlier this year.

Graham Davies, President and CEO, DIMA said: “This research underlines the passion of the Americana community and how streaming is deepening that engagement. Americana has grown from a regional scene into a genre with national and international reach.

“With streaming now representing 69% of recorded music revenues globally³, streaming services are powering this growth by connecting artists directly with audiences everywhere. Innovations from streaming services help ensure that Americana creators and rights holders in genres like Americana reach audiences across the country and around the world, and empower fans to discover new music and build deeper, lasting relationships with their favorite artists.”

Additional insights highlight the profile of Americana listeners and their streaming habits:

• 76% of Americana music streamers are under 44, showing strong engagement from younger audiences.
• Americana listeners come from every corner of the U.S., with the highest concentrations in the South Central and South Atlantic regions.
• Americana fans overwhelmingly stream at home (90%) and on the move, with 73% regularly listening to music in the car.
• 58% of Americana fans love streaming because it provides access to music wherever and whenever they want.
• Nearly all Americana fans (95%) are satisfied with their streaming service, with 91% saying it provides good value and 55% using it every day.

This week’s AmericanaFest, which takes place September 9-13 in Nashville, will see performances from the likes of founding Eagles member Bernie Leadon and English singer-songwriter Jade Bird and includes a conference keynote conversation between acclaimed actor and musician, John C. Reilly, and Grammy-winning artist, producer and Third Man Records founder, Jack White.

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About DIMA

DIMA is the voice of music streaming advocating for the digital music innovations that have created unparalleled consumer choice and revolutionized the way music fans and artists connect. Representing the world’s leading music streaming companies and streaming innovators, DIMA’s mission is to promote and protect the ability of music fans to engage with creative content whenever and wherever they want and for artists to more easily reach old fans and make new ones. www.dima.org

Notes to editor

1. The research was produced on behalf of DIMA by Music Watch Inc, a music consumer research and analyst service, based on surveys of American music listeners conducted in 2023 and 2024.
2. IFPI Global Music Report 2025 contains data on streaming’s percentage of global music revenues.
3. DIMA’s Streaming Forward 2023 Fan Engagement Report contains data streaming as the leading form of music discovery, as part of music consumer research.

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