It’s no surprise that results from Coleman Insights’ fourth annual Contemporary Music SuperStudy show that songs in the pop genre are the most tested with its sample of 1,000 consumers aged 12-54. However, the place of the other genres is not so simple. Analyzing the data by demographics, ethnicity, and new music source reveals the strengths and weaknesses of each of these genres, as shown in the third in a series of blogs focused on the results of the SuperStudy.
Among the sample choosing local radio to discover new music, 42% prefer pop, which, although still well ahead of other genres, is lower than its share of listeners on YouTube, TikTok or Spotify, where these songs are the first choice of 50% of the last. The genre that makes the difference for radio is country, which makes its strongest impression among radio listeners, second only to pop at 24%, while its share among other music sources varies between 6% and 15%, this last for YouTube viewers. Like pop, hip hop/R&B also shows its lowest level of preference among radio listeners, at 20%, with a high level of 35% among TikTok users.
Considering all of the music consumption choices, Sam Milkman, Coleman Insights Executive Vice President and Principal Consultant, says, “While there were some differences, the hierarchy didn’t change much. Whether you’re a daily streaming service listener, AM/FM listener, podcast listener, or smart speaker listener, you were most likely to prefer pop first and hip hop/R&B second. Podcast listeners were more likely than other groups to listen to hip hop/R&B, and AM/FM listeners were more likely to prefer country.
Much of these listening trends are age-related, with pop leading among all age groups except 12-24, where hip hop/R&B takes a huge lead with 47% of the 39% of pop. While country barely appears among 12-24 year olds, with a 2% share, it is neck and neck with pop among 45-54 year olds, with a 38% share compared to 40% for pop. The results mirror those of previous SuperStudies, with preferences likely driven by greater strength of 2021 songs compared to previous years among 12-24 year olds (37%) compared to 25-34 year olds (31%), 35-44 years old (29%) or 45-54 years old (29%).
When it comes to gender differences, while pop claims the same share of the top 100 songs for women as it does for men (43%), country again makes up the big difference with 22% for women versus 5% for men. men. Hip hop/R&B, alternative/rock and dance/electronic are all stronger for men, meanwhile. Looking at the top 100 test songs by ethnicity, hip hop/R&B leads with black and Hispanic respondents, with a strong 67% among the former and 41% for the latter.
Coleman Insights will take a deeper look at the findings of Contemporary Music SuperStudy 4 during its free webinar today at 2:00 p.m. EDT / 11:00 a.m. PDT, for which registrations are still open.