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Research provided in this report is made available by CMA for educational and informational use only. Usage is limited to in-person presentation purposes and CMA must be clearly credited. Reproduction or re-distribution is prohibited. CMA is not responsible for any non-approved use of the research materials provided or data reported from third party sources.
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Research provided in this report is made available by CMA for educational and informational use only. Usage is limited to in-person presentation purposes and CMA must be clearly
credited. Reproduction or re-distribution is prohibited. CMA is not responsible for any non-approved use of the research materials provided or data reported from third party sources.
97m
107m+54%Consumers 18+
Consumers 12+
Increases in Country Music Listeners by Demo since 2005:
Research provided in this report is made available by CMA for educational and informational use only. Usage is limited to in-person presentation purposes and CMA must be clearly
credited. Reproduction or re-distribution is prohibited. CMA is not responsible for any non-approved use of the research materials provided or data reported from third party sources.
Source: MRI Doublebase 2016, The Futures Company for CMA, 2015
+25%
+33%
+7%
Millennials 18-24 African Americans 18+
Hispanics 18+ White, Non-Hispanics 18+
34%38% 40% 39% 40% 41%
38%
12-17 18-24 25-34 35-44 45-54 55-64 65+
% Of Each Generation That Are Country Music Consumers
CENTENNIALS MILLENNIALS GENERATION X BOOMERS
Source: MRI 2016 TwelvePlus; Spring 2016
Research provided in this report is made available by CMA for educational and informational use only. Usage is limited to in-person presentation purposes and CMA must be clearly
credited. Reproduction or re-distribution is prohibited. CMA is not responsible for any non-approved use of the research materials provided or data reported from third party sources.
Across all generations, at least one third are Country Music Consumers
41%
27%
40% 38%41% 39% 40% 39%
% Of Each Generation That Are Country Music Consumers: By Gender
CENTENNIALS12-17
MILLENNIALS18-34
GENERATION X35-54
BOOMERS65+
Source: MRI 2016 TwelvePlus; Spring 2016
Research provided in this report is made available by CMA for educational and informational use only. Usage is limited to in-person presentation purposes and CMA must be clearly
credited. Reproduction or re-distribution is prohibited. CMA is not responsible for any non-approved use of the research materials provided or data reported from third party sources.
$68,000
$70,000
$72,000
$74,000
$76,000
$78,000
$80,000
$82,000
2012 2013 2014 2015 2016
Average Annual Household Income
Counry Music Consumers Gen Pop
$81.5K
30%
3 in 10 Country Music Consumers have an annual household income of $100k or above
Research provided in this report is made available by CMA for educational and informational use only. Usage is limited to in-person presentation purposes and CMA must be clearly
credited. Reproduction or re-distribution is prohibited. CMA is not responsible for any non-approved use of the research materials provided or data reported from third party sources.
Source: MRI Doublebase 2016
37%30%
39%55%
46%51%
44%
42%
30%
Research provided in this report is made available by CMA for educational and informational use only. Usage is limited to in-person presentation purposes and CMA must be clearly
credited. Reproduction or re-distribution is prohibited. CMA is not responsible for any non-approved use of the research materials provided or data reported from third party sources.
Source: MRI Doublebase 2016
% Of Each Region That Are Country Music Consumers
Country Music’s appeal is strong across all regions in the US, with Country Music Consumer shares ranging from 30% to 55% per region.
56%Married
51%Work Full Time
71%Own Home
57%College Educated
Research provided in this report is made available by CMA for educational and informational use only. Usage is limited to in-person presentation purposes and CMA must be clearly
credited. Reproduction or re-distribution is prohibited. CMA is not responsible for any non-approved use of the research materials provided or data reported from third party sources.
Source: MRI Doublebase 2016
78%
82%
54%
47%
24% Video Streaming Subscription
Tablet Ownership
DVR
Smartphone Ownership
Cable/Satellite/Fiber TV Subscription
Research provided in this report is made available by CMA for educational and informational use only. Usage is limited to in-person presentation purposes and CMA must be clearly
credited. Reproduction or re-distribution is prohibited. CMA is not responsible for any non-approved use of the research materials provided or data reported from third party sources.
Source: MRI Spring 2016
Country Music Consumers meet or exceed the general population average for ownership of mobile devices and DVR and for household subscription services to both traditional cable as well as newer video streaming services.
76%
32% 29% 26%21%
73%
30% 27%23%
19%
Facebook Twitter Instagram Pinterest Snapchat
% who use social media platforms daily:
Country Music Consumers
Gen Pop
Research provided in this report is made available by CMA for educational and informational use only. Usage is limited to in-person presentation purposes and CMA must be clearly
credited. Reproduction or re-distribution is prohibited. CMA is not responsible for any non-approved use of the research materials provided or data reported from third party sources.
Source: CMA Proprietary research
$96B$126B $69B $93B $18B
Research provided in this report is made available by CMA for educational and informational use only. Usage is limited to in-person presentation purposes and CMA must be clearly
credited. Reproduction or re-distribution is prohibited. CMA is not responsible for any non-approved use of the research materials provided or data reported from third party sources.
Source: MRI Spring 2016
*Electronics spending only includes: Personal computers, video games, MP3 players, DVD & Blu-ray players, cell phones, cameras & camcorders, Audio Equip
Total Annual Spending by Country Music Consumers:
3hrs:51m
COUNTRY LISTENERS NON-COUNTRY LISTENERS
4hrs:49m
DAILY TIME SPENT LISTENING TO MUSIC
Research provided in this report is made available by CMA for educational and informational use only. Usage is limited to in-person presentation purposes and CMA must be clearly
credited. Reproduction or re-distribution is prohibited. CMA is not responsible for any non-approved use of the research materials provided or data reported from third party sources.
Source: The Futures Company for CMA
On average, Country Music Listeners spend more time per day listening to music than fans of other genres
Research provided in this report is made available by CMA for educational and informational use only. Usage is limited to in-person presentation purposes and CMA must be clearly
credited. Reproduction or re-distribution is prohibited. CMA is not responsible for any non-approved use of the research materials provided or data reported from third party sources.
Questions about Country Music Consumers and this market? Please contact us!
Country Music Association
35 Music Square EastSuite 201Nashville, TN 37203
(615)[email protected]
