DIMA Reveals Streaming and Spending Habits of Americana Fans

Digital Media Association (DIMA), the trade body representing the world’s leading streaming services, has revealed Americana fans not only stream more, but spend significantly more on music than the average listener.

The key findings:

• On average, Americana fans spend twice as much on music annually than the average American streamer ($837 on recorded music, live and merchandise, compared to $400).

• Americana listeners spend 24% more time listening in an average week than regular music fans (28.3 hours vs 22.8 hours).

• 99% of Americana fans stream music compared to 94% of the American population.

• 71% pay for an on-demand streaming subscription, well above the 44% national average.

• 76% of Americana music streamers are under 44.

• The highest concentration of Americana listeners is in the South Central and South Atlantic regions.

The methodology:

• The research was conducted on behalf of DIMA by Music Watch Inc, a music consumer research and analyst service, based on surveys of American music listeners conducted in 2023 and 2024.

What they said:

• Graham Davies, President and CEO, DIMA: “This research underlines the passion of the Americana community and how streaming is deepening that engagement. Americana has grown from a regional scene into a genre with national and international reach.”