Music listening in Canada remains as popular as it ever has been, driven by new music services and great new music by home-grown superstar artists (Drake, Bieber, The Weeknd to name a few). What continues to change, however, is how fans are accessing and engaging with music.
While physical album sales continue to decline, Canadians are attending more, and spending more of their money on live events. Teens and Millennials are spending more on streaming. 2016 has also seen a shift toward mobile devices – especially to smartphones and tablets, a trend driven by teens and Millennials that is likely to continue into the foreseeable future. As music consumption moves to mobile devices, those streaming services that are utilized most by the mobile crowd will become even more influential.
Canadian music consumers’ music-related expenditure is increasingly being allocated to live, experiential events and paid streaming services. More than half of all music expenditure is dedicated to live events, and teens and Millennials have more than doubled their spend allocation on streaming over the past year.