Luminate Midyear Report US 2022 Final
Luminate Midyear Report US 2022 Final
Luminate Midyear Report US 2022 Final
Luminate
Midyear
Music Report
Introduction
Luminate is pleased to share our Midyear Report for 2022, presenting
the most noteworthy music industry trends and insights. We’re especially
excited to share this report for the first time ever under our new brand, which
we revealed to the world in March. Having operated previously as MRC Data
and before that Nielsen Music, we now cast our identity as Luminate, a name
that reflects the innovation and energy of a new and capable perspective,
steeped in experience and designed to serve the entertainment industry at
the very moment virtually every question’s answer depends on data.
The 2022 music story, so far, has been defined by the evolutions and
continuations — both predictable and unexpected — of consumption trends
that have dominated the industry’s attention over the past few years.
The following report includes the latest updates on these topics,
from the increase in catalog streams to continued growth of vinyl sales,
from Latin music’s ever-growing influence to the ways in which music is
traveling and connecting across global markets, breaking down the data in
a way that best reflects where the music industry stands, and where we think
it is headed.
2
Buying And Selling
Music “As It Was”
There’s no denying that on-demand streaming is dominating the music
marketplace right now, but the increase in vinyl sales continues to be a
major story, especially with the increasing number of high impacting new
releases from the industry’s biggest stars. That trend reached new
heights during the first half of this year, as evident by Harry Styles's
impressive record-breaking week for vinyl sales of his third studio album Harry’s
House in May, contributing to the vinyl format’s slight increase in sales so far this year.
On the retailer end, Mass Merchant stores have doubled their share of the vinyl
universe since 2019, from 6% up to 12% through the midyear of 2022. While
Independent stores and online retailers still dominate the market, responsible for
52% and 31% of all vinyl sales respectively, this can certainly be looked at as an
indication of retailers like Target and Walmart more aggressively stocking and
marketing vinyl products, especially with their own exclusive variants. It’s yet another
reflection of vinyl’s increasing value within the consumption landscape.
* C U R R E N T - M U S I C R E L E A S E S T H AT A R E L E S S T H A N 1 8 M O N T H S O L D .
* * C A TA L O G - M U S I C R E L E A S E S T H A T A R E 1 8 M O N T H S O L D O R O L D E R . 3
Collaboration
Generation
Another creative technique/artist marketing tool that has amped
up since the start of the pandemic in 2020, and has been
growing consistently overall since the streaming era of the last
decade began, is artist collaborations. The number of collabs
amongst the top 10,000 most streamed songs has been
gradually increasing across most genres each year, with Dance/Electronic
and Latin leading the way. In fact, nearly 1 in 4 Latin songs within the top
10,000 most streamed songs across the industry this year were
collaborations. Notably, Pop is the only genre that saw a decrease in
collaborations released from the same time last year.
Cross-artist marketing has been utilized as an effective artist development
tool for decades in the touring space. But, with live events taken away, and
then scaled back, over the past two years, artists, managers and labels
appear to have become more focused on using this tool in their release
strategies as well.
4
Music Is Global,
But Language Matters
While many cultural and technological factors impact the way a
song moves from one market to the next, our 2022 data shows a
clear link between countries that share language and a bias
towards local music. In order to make these complex factors
visible, we have created the Luminate Similarity Score. The
score, introduced in this report, is a measure of streaming similarity to help
identify the crossover between the popular songs in one country to other
countries around the world. Our goal in using the score is to more accurately
illustrate the similarity or uniqueness of music markets.
For example, our current global data for the first half of 2022 shows that
Canada had the most similarity with the U.S. streaming market, followed by
Australia and New Zealand with both countries respectively seeing 61.8%
and 60.9% of their respective Top 10,000 songs being the same as those
in the U.S. Top 10,000. Other English-speaking countries followed closely
with the UK having 54%, Ireland having 53% and South Africa having 50%
similarity to the U.S Top 10k. The key factor proves true with other languages
during the same time frame, as the top seven countries with most similarity
to Mexico’s streaming market were all Spanish-speaking: Bolivia at 58%,
Ecuador at 58%, Chile at 56%, Peru at 55%, Colombia at 54%, Argentina at
49%, Spain at 42%.
Conclusion
In the following pages of this report, we offer a deeper look into the
trends outlined above. This year, our aim was to showcase a fuller visual
representation of our midyear music data and insights, so we created a
number of infographics that we hope you’ll find useful. These graphics are
presented alongside the Midyear Music Charts, which you’ll find at the end of
the report. Should you have any questions, or need further clarifications on
these findings, please don’t hesitate to reach out to us. We are here to help
you navigate this ever-evolving music marketplace.
5
Contents
Midyear in Metrics ������������������������������������������������������������������������������������������������� 7
Trend 1: Buying and Selling Music ”As It Was” ������������������������������� 9
Trend 2: ”Running Up” Those Catalog Streams �������������������������� 12
Trend 3: Collaboration Generation �������������������������������������������������������� 17
Trend 4: Bad Bunny Gives Latin a Very Good Year ������������������� 20
Trend 5: Music Is Global, But Language Matters ����������������������� 23
Midyear Charts ������������������������������������������������������������������������������������������������������ 27
U.S. 2022
Midyear
in Metrics
12/31/21-6/30/22 (As Compared To 1/1/2021-7/1/2021)
Midyear in Metrics
GLOBAL ME TRIC S 2021† 2022†
† 1 2 / 3 1 / 2 1 - 6 / 3 0 / 2 2 ( A S C O M PA R E D T O 1 / 1 / 2 0 2 1 - 7 / 1 / 2 0 2 1 )
* SE A (STRE A M-EQU IVA L E NT A LB U MS): 1 , 2 5 0 P R E M I U M S T R E A M S = O N E A L B U M / / 3 , 7 5 0 A D - S U P P O R T E D S T R E A M S = O N E
A L B U M ; TE A ( TR ACK- EQ UI VA LE NT A LB UMS ): 1 0 D I G I TA L T R A C K S = O N E A L B U M 8
* * C AT A L O G = 1 8 M O N T H S O R O L D E R A N D H A V E F A L L E N B E L O W N O . 1 0 0 O N T H E B I L L B O A R D 2 0 0 C H A R T A N D D O N ’ T
H A V E A S I N G L E F R O M T H E A L B U M T H A T I S C U R R E N T O N A N Y O F B I L L B O A R D ’ S R A D I O A I R P L AY C H A R T S
TREND 1
Buying and
Selling Music
”As It Was“
+27.4% -8.4%
Current* vinyl album sales are
up over this time last year
Catalog** vinyl album sales are
down over this time last year
182K
Harry Styles broke the
modern-era1 record for the most
vinyl album sales in a single week
with the release of his third studio
album Harry’s House in May
+361%
Mass Merchant stores, like Target and
Walmart, have doubled their share of the
250K
BTS had the biggest single week of CD
sales so far in 2022 with their album
vinyl album universe since before the Proof in June.
pandemic due to a 361% increase in vinyl
sales since 2019.
* C U R R E N T - M U S I C R E L E A S E S T H AT A R E L E S S T H A N 1 8 M O N T H S O L D. * * C ATA LO G - M U S I C R E L E A S E S T H AT
A R E 1 8 M O N T H S O L D O R O L D E R . A N D H AV E FA L L E N B E LO W N O. 1 0 0 O N T H E B I L L B O A R D 2 0 0 C H A R T A N D D O N ’ T
H AV E A S I N G L E F R O M T H E A L B U M T H AT I S C U R R E N T O N A N Y O F B I L L B O A R D ’ S R A D I O A I R P L AY C H A R T S
1
M O D E R N - E R A : S I N C E L U M I N AT E B E G A N T R A C K I N G M U S I C S A L E S I N 1 9 9 1
10
S T Y L E S : D AV E J H O G A N / G E T T Y I M A G E S
50K
Tyler, the Creator released a vinyl
version of CALL ME IF YOU GET
LOST for the first time nearly 10
months after its initial release. The
move resulted in 50K vinyl sales
and a return to #1 on the Billboard
Tyler, the
Creator
WHO IS BUYING
VINYL , BY
G E N E R AT I O N
Profiling U.S.
Vinyl Buyers:
WOMEN 34%
Gen Z
MEN 31%
Millennial
Younger Women
and Older Men
31% Gen X
”Running Up“
Those Catalog
Streams
+19%
Meanwhile, Digital Consumption of
Current Titles Continues to Decline*
Increase
in Catalog
streaming
so far in 2022
2 0 2 2 C ATA L O G O N - D E M A N D A U D I O S T R E A M S S O F A R ( U . S . )
The most recent three years (2017-2019) of releases were 14%
responsible for over 1/3 of all U.S. Catalog streaming in 2022 so far
11%
9%
1970s
2000
2001
2002
2004
2003
2005
2007
2006
2008
2009
2010
2012
2011
2015
2013
1980s
2014
2016
2017
1990s
2018
2019
C U R R E N T - M U S I C R E L E A S E S T H AT A R E L E S S T H A N 1 8 M O N T H S O L D .
C A TA L O G - M U S I C R E L E A S E S T H A T A R E 1 8 M O N T H S O L D O R O L D E R .
*MU SIC CONNECT U.S. 13
U.S. ARTIST & GENRE TR ACKER , 2022
How Catalog Fans Listen to Music
60%
Rock
45%
Oldies
38%
Country
35%
Hip-Hop/Rap
34%Pop
34%
R&B
21%
Classical
(+15% more than (+18% more than (+6% more than (-15% less than (-6% less than (Same as the (+11% more than
the avg listener) the avg listener) the avg listener) the avg listener) the avg listener) avg listener) the avg listener)
H O W C ATA LO G FA N S . . . : U . S . A R T I S T & G E N R E T R A C K E R , 2 0 2 2 | Survey Q: In a typical month, which of the following ways do you listen to music?
D E C A D E O F P R E F E R E N C E : U . S . M U S I C 3 6 0 , F E B 2 0 2 2 | Survey Q: Which of the following decades of music do you listen to in a typical month?
T O P G E N R E S : U . S . A R T I S T & G E N R E T R A C K E R , 2 0 2 2 | Survey Q: Which of the following genres, if any, do you listen to in a typical month?
14
Stranger Things Season 4 Leads to Exponential Streaming Growth for Catalog Song
Kate Bush "Running Up That Hill (A Deal with God)" U.S. On-Demand Daily Streaming Levels
"Running Up That Hill"
Remaining Kate Bush Catalog
5M
5.1M
4M
3M
2M
5/27
Stranger
Things
Season 4
release
+20,995%
increase in daily on-demand total streams
1M
22K
5/22/22
5/23/22
5/24/22
5/25/22
5/26/22
5/27/22
5/28/22
5/29/22
5/30/22
5/31/22
6/01/22
6/02/22
6/03/22
6/04/22
6/05/22
6/06/22
6/07/22
6/08/22
6/09/22
6/10/22
6/11/22
6/12/22
6/13/22
6/14/22
6/15/22
6/16/22
6/17/22
6/18/22
6/19/22
6/20/22
6/21/22
6/22/22
6/23/22
6/24/22
6/25/22
6/26/22
6/27/22
6/28/22
6/29/22
6/30/22
Kate Bush
T I K T O K D I S C O V E R Y / A M P L I F I C A T I O N O F P O P C U LT U R E M O M E N T S
66%
Gen Z TikTok users discover new
2.3M+
Number of fan creations using
music via Short Video Clips, making official "Running Up That Hill"
it the #1 source for this group overall sounds on TikTok
1M
2M
3M
4M
5M
1M
2M
3M
4M
5M
5/22/22
Ex-U.S.
3 Days Prior 3 Days Prior 5/23/22
5/24/22
2 Days Prior 2 Days Prior 5/25/22
U.S.
5/26/22
1 Day Prior 1 Day Prior
5/27/22
Season 3 6/14/22
6/15/22
Day 12 Day 12
6/16/22
6/21/22
Kate Bush "Running Up That Hill" On-Demand Daily Streaming Levels, Ex-U.S. vs U.S.
Also More Significant Than The Batman Sync and TikTok Virality Impacts
Day 17 Day 17 6/24/22
6/25/22
Day 18 Day 18
6/26/22
16
Day 21 Day 21
TREND 3
Collaboration
Generation
71%
T H E A P P E A L A N D E F F E C T I V E N E S S O F C O L L A B O R AT I O N S
of music listeners
like it when their
favorite artists
release new music
or collaborate with
others
Top Music Listener Groups That Like When Their Favorite Artists Release New Music or Collaborate
Hip-Hop/Rap Fans 83%
Latin Fans 79%
Electronic/Dance Fans 78%
Pop/Top 40 Fans 78%
Gen Z 78%
Hispanic 76%
Millennials 76%
Country Fans 74%
Rock Fans 72%
Gen X 71%
Boomers 63%
With the Exception of Pop, Collaborations are Growing More and More Prevalent
Count of Collaborations by Major Genre by Year, Based on the Top 10,000 Songs 2020 2021 2022
2,000
1,500
1,000
500
Jack Harlow
& Lil Nas X
508.3M
Total Streams so far this year of
“Industry Baby” by Lil Nas X &
Jack Harlow
286M
Gunna
& Future
Bad Bunny
Gives Latin a
Very Good Year
Latin Weekly Audio Streaming Levels Approaching Country Genre in 2022
Bad Bunny Drives Highest Weekly Audio Streaming to Date Between the Genres Country Latin
2B
1.5B
WE 5/12
Bad Bunny
Un Verano Sin Ti
release week
1B
38%
W1
W2
W3
W4
W5
W6
W7
W8
W9
W10
W11
W12
W13
W14
W15
W16
W17
W18
W19
W20
W21
W22
W23
W24
W25
W26
of those who know Bad Bunny
consider him to be influential
and 39% say he's a trendsetter
Bad Bunny’s share of all U.S. Latin Streaming
consumption is 5% so far in 2022 and his album
Un Verano Sin Ti held 16% U.S. Latin Streaming
consumption share during its release week in May.
40% 69
of Latin
Music Latin Music
Listeners Listeners spend
are not 69 hrs a month
Hispanic/ with music (+25%
Hispanic more than the
origin average)
U.S MU SIC 360, FEB 2022 & U.S. ARTIST & GENRE TR ACKER , 2022 22
TREND 5
Music Is Global,
But Language
Matters
In our Global Music 360 research survey, which now covers 30
unique markets around the world, we asked a sample of the General
Population from each of the below countries to answer questions
about their streaming usage, across premium music streaming
services that have a cost or fee associated, as well as those that are
free to use. The below chart reflects the responses from each country,
providing a current snapshot of overall global streaming usage.
Music
Streaming 94% 87% 95% 94% 92% 92% 90% 85% 88% 81% 99% 95% 94% 94%
Free
Streaming 82% 75% 88% 90% 80% 84% 77% 78% 74% 73% 87% 91% 88% 88%
Paid
Streaming 57% 44% 45% 23% 54% 40% 49% 34% 47% 30% 57% 47% 48% 56%
SO U RC E : G LO BA L M U S I C 3 6 0 , 2 0 2 2 24
I N T R O D U C I N G T H E L U M I N AT E S I M I L A R I T Y S C O R E
Base Country
of Comparison
76-100
51-75
26-50
1-25
SOURCE : TOP 10,000 STRE AMED SONG S DEC. 31/21-J UNE 30/22 25
Mexico Similarity Scores
Mexico Has a Language Connection with Latin America —But U.S. Also Shares Hits
Base Country of
Comparison
76-100
51-75
26-50
1-25
SOURCE : TOP 10,000 STRE AMED SONG S DEC. 31/21-J UNE 30/22 26
U.S. 2022
Midyear
Charts
Top Albums
Album sales + TEA + On-Demand SEA*
1 Soundtrack Encanto 1.516 million 202,000 344,000 1.509 billion 366.6 million
Un Verano
2 Bad Bunny 1.287 million 19,000 46,000 1.599 billion 155.0 million
Sin Ti
Dangerous:
3 Morgan Wallen The Double 1.216 million 41,000 218,000 1.478 billion 111.7 million
Album
Harry's
4 Harry Styles 1.180 million 484,000 147,000 871.7 million 35.9 million
House
5 Gunna DS4Ever 0.926 million 8,000 23,000 1.193 billion 64.0 million
The
6 The Weeknd 0.873 million 34,000 131,000 1.077 billion 116.5 million
Highlights
7 Olivia Rodrigo SOUR 0.866 million 217,000 73,000 877.5 million 51.5 million
8 Lil Durk 7220 0.831 million 5,000 65,000 1.042 billion 153.4 million
I Never
9 Future 0.810 million 12,000 45,000 1.014 billion 69.1 million
Liked You
Certified
10 Drake 0.790 million 2,000 36,000 1.033 billion 55.4 million
Lover Boy
* TOP 10 ALB UMS (ALB UM SALES + TE A + ON-DEMAND SE A): R ANKED BY EQUIVALENT ALB UM UNIT S, COMPRISING ALB UM SALES, TR ACK
EQUIVALENT ALB UMS ( TE A) AND STRE AMING EQUIVALENT ALB UMS (SE A). E ACH UNIT = ONE ALB UM SALE , OR 10 TR ACKS SOLD FROM AN
ALB UM, OR 1,250 PREMIUM ON-DEMAND OFFICIAL STRE AMS // 3,750 AD -SUPPORTED ON-DEMAND OFFICIAL STRE AMS BY SONG S FROM AN 28
ALB UM. (U SER GENER ATED CONTENT [UGC] ON-DEMAND STRE AMS ARE NOT INCLUDED.)
Top Albums
Total Sales
Artist Title Sales
4 Adele 30 203,000
7 Adele 30 23,000
29
Top CD Album Sales
Artist Title Sales
5 Adele 30 115,000
30
Top Digital Song Consumption
Song Sales + On-Demand SES*
Song Sales + On-Demand On-Demand
Artist Song SES On-Demand Audio Video Song Sales
Streams Streams Streams
2 Glass Animals "Heat Waves" 2.780 million 326.0 million 119.5 million 75,000
3 Kodak Black "Super Gremlin" 2.742 million 338.4 million 105.7 million 27,000
4 Harry Styles "As It Was" 2.735 million 315.7 million 78.8 million 106,000
6 Jack Harlow "First Class" 2.291 million 273.3 million 47.1 million 85,000
Imagine
7 "Enemy" 2.146 million 213.5 million 192.8 million 69,000
Dragons X JID
Jessica "Surface
9 2.097 million 216.3 million 116.4 million 74,000
Darrow Pressure"
* TOP 10 DIGITAL SONG CONSUMPTION: R ANKED BY TR ADITIONAL DIGITAL SONG SALES + SES UNIT S, WHERE
125 PREMIUM STRE AMS = ONE SONG // 375 AD -SUPPORTED STRE AMS = ONE SONG .
1
CAROLINA GAITAN, MAURO CASTILLO, ADAS SA , RHENZ Y FELIZ , DIANE GUERRERO, 31
STEPHANIE BE ATRIZ & ENCANTO CAST
Top Songs: On-Demand Streaming
Audio + Video
Artist Song Audio + Video Streams
6 Gunna & Future feat. Young Thug "Pushin P" 246.0 million
8 Future feat. Drake & Tems "Wait For U" 227.2 million
1
CAROLINA GAITAN, MAURO CASTILLO, ADAS SA , RHENZ Y FELIZ , DIANE GUERRERO, STEPHANIE BE ATRIZ & ENCANTO CAST 32
Top Songs: On-Demand Streaming
Video
Artistw Song Video Streams
5 Witt Lowry feat. Ava Max "Into Your Arms" 184.0 million
5 Creedence Clearwater Revivial "Have You Ever Seen the Rain?" 51.4 million
9 Elton John & Dua Lipa "Cold Heart" (PNAU Remix) 48.8 million
CAROLINA GAITAN, MAURO CASTILLO, ADAS SA , RHENZ Y FELIZ , DIANE GUERRERO, STEPHANIE BE ATRIZ & ENCANTO CAST
33
1
* PROGR AMMED STRE AMS ARE THOSE FROM DMCA- COMPLIANT SERVICES.
Top Digital Song Sales
Artist Song Sales
2 Elton John & Dua Lipa "Cold Heart" (PNAU Remix) 152,000
1
CAROLINA GAITAN, MAURO CASTILLO, ADAS SA , RHENZ Y FELIZ , DIANE GUERRERO, STEPHANIE BE ATRIZ & ENCANTO CAST
* R ANKED BY AUDIENCE IMPRES SIONS ACROS S ALL MONITORED FORMAT S OF R ADIO, ARRIVED AT BY CROS S -REFERENCING MRC DATA SONG
R ADIO PL AYS WITH LISTENER INFORMATION COMPILED BY THE NIELSEN AUDIO R ATING S SYSTEM TO DE TERMINE THE APPROXIMATE NUMBER
OF AUDIENCE IMPRES SIONS MADE FOR E ACH PL AY. AUDIENCE TOTALS ARE DERIVED, IN PART, U SING CERTAIN NIELSEN AUDIO - COPYRIGHTED 34
PERSONS 12+ AUDIENCE ESTIMATES (UNDER LICENSE [C] 2020, NIELSEN AUDIO).
Share of Total Volume by
Format and Genre
Selected Top Genres
Albums On- On-
Total On- Total Physical Digital Digital
Genre + TEA + Demand Demand
Demand Album Album Album Song
SEA On- Audio Video
Streams Sales Sales Sales Sales
Demand Streams Streams
R&B /
1 27.6% 29.4% 29.5% 28.9% 14.2% 14.8% 12.1% 17.3%
Hip-Hop
Dance /
6 3.4% 3.5% 3.4% 3.9% 1.7% 1.5% 2.3% 5.0%
Electronic
7 World Music 2.2% 2.1% 1.9% 2.9% 4.6% 5.4% 1.8% 2.1%
Christian /
8 1.8% 1.7% 1.7% 1.7% 2.1% 1.90% 3.0% 3.6%
Gospel
35
Share of Total Album-Equivalent
Consumption by Format
On-Demand Video On-Demand Audio Digital Track Digital Physical
Streams (SEA) Streams (SEA) Sales (TEA) Albums Albums
4.8% 5.1% 3.0% 6.4% 2.7% 8.9% 5.6% 4.6% 6.7% 6.8% 1.4% 2.2%
83.6% 88.8% 73.4% 84.3% 85.2% 89.0% 87.0% 80.1% 71.7% 82.2% 67.4% 80.7%
1.9%
5.7%
2.0% 1.6% 23.5%
3.8% 1.8%
17.8% 18.2% 1.3%
3.4% 6.1%
1.7% 2.3% 2.6% 3.7% 1.3%
2.2% 1.1% 1.2% 2.5% 0.8% 2.5% 3.9% 9.8%
7.7% 1.0% 7.0% 1.5% 8.2%
5.8% 0.5% 5.7%
4.0% 0.8% 3.5%
Children
Classical
Dance/
Electronic
World
Music
Jazz
Pop
Latin
Christian/
Gospel
Industry
Total
Rock
Country
R&B/
Hip-Hop
36
About Luminate
Luminate is the preeminent entertainment data
and insights company, unleashing access to
the most essential, objective, and trustworthy
information across music, film and television,
with data compiled from hundreds of verified
sources. Today, the company maintains its more
than 30-year legacy of accurate storytelling by
powering the iconic Billboard music charts, while
also acting as the premiere database for the
television and film industries. Working closely
with record labels, artists, studios, production
companies, networks, tech companies, and
more, Luminate offers the most valued source of
comprehensive, independent, and foundational
entertainment data that drives industry forward.
Operating independently, Luminate is owned
through a joint venture between Penske Media
Corporation and MRC.
For more information, visit: luminatedata.com
For media inquiries, please contact press@
luminatedata.com