Report: Social Media Platforms Influence Music Discovery

RADIO ONLINE | Wednesday, April 24, 2024

Edison Research

In the digital age, social media platforms have become more than just places to connect -- as they are sources for cultural discovery. The latest findings from The Infinite Dial 2024, supported by Audacy, Cumulus Media and SiriusXM Media, unveil how platforms like Instagram, TikTok and Facebook are also sources for discovering music.

Social media platforms are embedded into the lives of the majority of Americans 12 and over. 63% of Americans use Facebook, 44% use Instagram and usage of TikTok is close behind at 35%. Yet the power of these platforms is not just measured by usage -- it's also about influence.

According to The Infinite Dial 2024, 48% of Americans age 12 say it is "very" or "somewhat" important to keep up to date with music. Among this audience, 40% use Instagram as a source to find out about music. TikTok trails behind at 36%, while Facebook maintains a solid presence with 32% of Americans using it for discovering music.

Instagram provides diverse avenues for musicians to showcase their craft and engage with audiences authentically with IGTV and Stories. Meanwhile, TikTok's algorithmic feed delivers an endless stream of short-form content tailored to users' preferences. TikTok's music-centered features and viral challenges have also propelled the platform into a breeding ground for new trends and breakout hits, allowing emerging artists to rise to fame and audiences to establish favorite music. Even Facebook plays a significant role in music discovery, serving as a platform for users to connect with artists, explore new releases, and share their musical experiences with friends and followers.

The Infinite Dial 2024 report illustrates the power social media platforms like Instagram, TikTok and Facebook have in promoting a wide variety of music and artists to users. While interesting, this insight only scratches the surface of music discovery data from the full study. Edison Research promises to provide future insights and reports that dive into how specific audiences discover and learn about music.