BuzzAngle US Music Consumer Highlights, Under the Microscope

NEW YORK: Music analytics company BuzzAngle Music has compiled an analysis of US consumer habits and trends in 2016, and promises to have a similar report based on Canadian music sales and streaming data within the next couple of days.

BuzzAngle US Report Highlights for 2016

  • Overall music consumption for the year was up 4.9% over 2015 (413.9 million project units in 2016 vs. 394.5 million album project units in 2015).

  • Song Consumption for the year was up 27.2% over 2015 (2.4 million song project units in 2016 vs. 1.9 billion song project units in 2015).

  • Audio streams reached a new record high of 250.7 billion, up 82.6% over 2015.

  • Subscription streams grew a staggering 124.2% and accounted for 76.3% of total audio streams in 2016, up from 62.1% of total in 2015.

  • There were more streams on any given day during 2016 (daily average of 1.2 billion) then there were song downloads for the entire year (734 million).

  • Drake is the Artist of the Year with over 6.1 million in total album consumption units, Views is the album of the year with 3.9 million total album units and One Dance is the song of the year with 5.6 million total song consumption units.

  • Over 28 million unique songs were streamed in 2016, 7.3 million unique songs were purchased and 1.4 million unique albums were purchased.

  • Overall album sales were down 15.6% compared to 2015 (173.4 million in 2016 vs. 205.4 million in 2015).

  • Digital album sales in 2016 were down over the previous year 19.4% (83.9 million in 2016 vs. 104.1 million in 2015).

  • Physical album sales were down 11.7% (89.4 million in 2016 vs. 103.1 million in 2015). Physical album sales accounted for 51.6% of all album sales in 2016.

  • Vinyl album sales were up 25.9% over 2015 while CD album sales were down 14.0%. Vinyl albums accounted for 8.0% of all physical album sales.

  • Song sales (downloads) in 2016 were down 24.8% compared to 2015 (734.2 million in 2016 vs. 975.8 million in 2015).

Industry Trends - Genre

  • Pop (14.6% of total) was the top genre in terms of total album consumption, edging out Hip-Hop/Rap (14.4%). Dance was the top-growing genre, gaining 35% versus 2015.

  • Hip-Hop/Rap (18.2%) was the top genre in terms of total song consumption, with Pop (15.3%) second.

  • Consistent with 2015, Urban songs (Hip-Hop/Rap and R&B) were the most streamed songs in 2016 accounting for 30% of all streams.  22% were from titles in the combined Rock genres (Rock, Alternative, Metal, Indie Rock, Punk, Folk) and 13% were Pop songs.

  • 34% of all album sales in 2016 were from the combined Rock genres with more than 52 million sales.  16% were Urban titles, 15% were Pop albums and 13% were Country albums.

  • 63% of vinyl albums sold in 2016 were from the combined Rock genres.   12% were Urban titles and 7% were Pop titles.

  • 25% of Song sales in 2016 were titles from the combined Rock genres, 24% were Urban songs, 19% were Pop and 13% were Country songs.

Industry Trends - Release Period

  • Approximately 50% of all forms of consumption (physical/digital album sales, song sales and audio streams) in 2016 was from Deep Catalog titles, those released over three years ago. For video streams, it is over 60%.

  • New Releases, less than eight weeks old, represented 8.5% of audio streams, but over 20% of album sales.

Industry Trends - Day of Week

  • Friday was the biggest day of the week for Album sales (20% of the total) as well as both digital (22%) and physical album sales (18%).

  • Friday (new release day) was the day of the week that saw the largest increase in album sales compared to 2015, going from 17.7% to 20.0% of the total in 2016.

  • Friday and Saturday were the largest vinyl album sales days of the week, each at 17%.  

  • Tuesday showed the largest drop, going from 14.0% of the total in 2015 to 12.3% in 2016.

  • Vinyl album sales experienced a unit increase of 38% on Friday’s compared to 2015.

  • Friday was the largest day for audio streaming activity (15.2% of the total), while Saturday was the largest day for video streams (16.1% of the total).

  • Audio and Video streaming saw the largest unit growth on Saturday.

 

Largest Single Days or Weeks of the Year for Music Purchasing and Listening

Streaming Activity:

  • The biggest single day for total on-demand streams in 2016 was Christmas Eve, December 24 – 1,588,455,616, also the biggest day for video streams, with 734,801,008 streams.

  • The biggest single day for audio on-demand streams in 2016 was December 9 with 922,260,438 streams (the release of J. Cole’s album).  

  • J. Cole had 10 out of the top 12 songs streamed on December 9, accounting for 56.9 million streams (27 songs total) for that one day. The Weeknd was the next most streamed artist on December 9 with 19 million streams (25 songs).

  • December 7 was the first time there were more than 900 million audio streams in one day (908,346,094).

  • The week of November 18 was the first time that the combined audio and video streams surpassed 9 billion. The week of December 9 was the largest streaming week of the year with a combined audio/video total of 9.6 billion.

  • Juju on the Beat by Zayion McCall and Black Beatles by Rae Sremmurd videos were the top two videos streamed with 3.8 million and 2.9 million respectively on December 24.

Album Sales:

  • The biggest single day for album sales (and digital album sales) in 2016 was Friday April 29 with 1,215,248 albums sold (931,749 digital album sales).  This was the release day of Drake’s Views, which sold 575,000 digital albums on the first day.

  • Friday, December 23 was the biggest single day for physical album sales with 845,183 sales.  Black Friday, November 25, was the next biggest day for physical album sales with more than 808,000 sales.

  • Record Store Day, Saturday April 16 was the biggest single day for vinyl album sales with more than 97,000 sold.

Song Sales:

  • Christmas Day, Sunday December 25, was the biggest single day for song downloads with 5,072,142 song downloads.

  • The most downloaded song on Christmas Day was Black Beatles by Rae Sremmurd with 49,791 sales.

Holiday Season Highlights (2016 Holiday Season = Nov. 18 through Dec. 29)

Album Sales:

  • Album sales during the 2016 Holiday Season were down 21.7% over 2015

  • Physical album sales during the 2016 Holiday season were down 16% compared to 2015.

  • 68% of albums purchased during the 2016 Holiday Season were physical albums (either CDs, vinyl albums or cassettes).

  • Vinyl album sales during the 2016 Holiday Season were up 28% compared vinyl album sales in 2015 (1.99M vs. 1.56M).

  • There were 11,489 cassettes purchased during the Holiday Season (an increase of 140% over 2015).

  • The biggest selling album (as well as top Christmas album) during the 2016 holiday season was A Pentatonix Christmas with 712,534 sales and the biggest selling vinyl album was Blurryface by twenty one pilots with 22,006 sales.

  • The Artist with the most album sales during the holiday season was Pentatonix with 1,041,030 sales. Garth Brooks was second with 655,740 album sales (if you include the ChristmasTogether album with Trisha Yearwood, the total jumps to 882,167 sales); 98% of the sales were physical.

  • Interestingly, Elvis Presley was the #8 most purchased artist (albums) during the holiday season with 256,707album sales.

Streaming Activity:

  • On-demand audio streams during the 2016 Holiday Season were up 62% compared to 2015 with 34.3 billion streams.  

  • The most streamed artist during the holiday season was The Weeknd with 807.7 million streams (85% of those streams were audio streams).  Drake is #2 with 606 million streams.

  • Starboy by The Weeknd was the most (on-demand audio) streamed song during the holiday season with 92.3 million and Black Beatles by Rae Sremmurd was the most streamed video with more than 139.2 million streams during the holiday season.

  • The most streamed Christmas song during the holiday season was All I Want for Christmas is You by Mariah Carey with more than 59.2 million streams (overall the #15 most streamed song during the holiday season).

Black Friday & Cyber Monday Highlights

Black Friday:

  • There were 1.1 million album sales purchased on Black Friday (11/25/16), which was down 26% compared to Black Friday 2015 (11/27/15).  

  • Approximately 75% of albums purchased on Black Friday (73%) were either a CD or a vinyl album.

  • Starboy by The Weeknd was the biggest selling album on Black Friday; 77,956 sales (all digital).

  • The Ultimate Collection (10 disc box set) by Garth Brooks was the biggest selling physical album on Black Friday with 43,857 sales.

  • Vinyl album sales on Black Friday (11/25/16) were up 29% compared to 2015 (11/27/15) and accounted for just over 6% of all album sales on Black Friday (up from 3.6% in 2015).

  • 2.4 million album sales purchased during Black Friday Weekend (11/25 - 11/27/16) down 26% compared to 2015.

  • Black Friday album sales at independent music stores were up 1% compared to 2015.

  • Black Friday vinyl album sales at independent music stores were up 15% compared to 2015.

  • Nearly 65% albums purchased on Black Friday at independent music stores were vinyl albums.

  • Facelift by Alice In Chains was the biggest selling album and vinyl album on Black Friday at Independent music stores.

Cyber Monday:

  • Overall online album sales (physical & digital) on Cyber Monday (11/28/16) were down 28% compared to Cyber Monday 2015.

  • Physical online album sales on Cyber Monday (11/28/16) were down 11.6% compared to 2015 and accounted for 55% of all Cyber Monday album sales.

  • Vinyl online album sales on Cyber Monday (11/28/16) were up 27% compared to 2015 with nearly 27,000 vinyl albums sold.

  • The biggest selling physical album online on Cyber Monday was A Pentatonix Christmas by Pentatonix with 2,972 sales.

  • The biggest selling vinyl album online on Cyber Monday was Blurryface by twenty one pilots.  A Charlie Brown Christmas by Vince Guaraldi was the second best selling vinyl album on Cyber Monday.

Record Store Day Highlights

  • Nearly 75% of albums purchased on Record Store Day at independent music stores were vinyl albums. There were more than 114,000 albums purchased at independent music stores on RSD with 82,332 of those sales being vinyl albums.

  • The biggest selling vinyl album on RSD at independent music stores was Star Wars: The Force Awakens “March of the Resistance”.

  • The biggest selling vinyl single on RSD at independent music stores was Double Sided by twenty one pilots.

 

Top of the Charts

Albums:

  • Top album of 2016 is Views by Drake with 3,962,770 total project consumption units.

  • Top-selling Album of the year (as well as Top Pop Album Project of 2016) is 25 by Adele with 1,550,584 album sales with Views by Drake coming in at #2 with 1,510,987 album sales.

  • Top Rap/HipHop Album of 2016 is Views by Drake with 3,962,770 album project units.

  • Top R&B Album of 2016 is Lemonade by Beyoncé with 2,143,666 album project units.

  • Top Country Album of 2016 is Traveller by Chris Stapleton with 1,371,552 album project units.

  • Top Stage & Screen (Soundtrack) Album of 2016 is Hamilton with 1,322,524 album project units.

  • Top Christian Album of 2016 is How Can It Be by Lauren Daigle with 376,033 album project units.

  • Top Children’s Album of 2016 is Kidz Bop 31 by Kidz Bop Kids with 224,049 album project units.

  • Top EDM Album of 2016 is Chainsmokers by The Chainsmokers with 637,905 album project units.

  • Top-selling vinyl Album of the year is Blurryface by twenty one pilots with 49,448 sales.

  • Top Digital Album of 2016 is Views by Drake with 1,301,161 digital sales.

Streaming Activity

  • In 2016, 2 songs broke the 700 million-stream mark for the first time ever: Panda by Desiigner (736.8M) and Work by Rihanna (716.6M).  The most-streamed song in 2015 was Trap Queen by FettyWap (612.8M).

  • There were 6 songs that were streamed more than 500 million times in 2016; there were only 2 in 2015.

  • The most-streamed song in 2016 was Panda by Desiigner with 736,813,212 streams.  

  • Panda by Desiigner was also the most-streamed video in 2016 with 420,281,844 million streams.

  • There were twice as many songs that streamed more than 100 million times in 2016 compared to 2015 (226 songs in 2016 vs 111 songs in 2015).

  • The top 1,000 streamed songs in 2016 accounted for 91.8 billion streams, 23% of all streams for the entire year.

  • 70%+ (65+ billion) of the Top 1,000 streamed songs in 2016 were either Urban or Pop songs.

  • Almost 50% of the Top 1,000 streamed songs were Urban songs (Rap/Hip-Hop at 35% and R&B at 13%)

  • The Top Pop streamed Song of 2016 is Sorry by Justin Bieber with 479,224,787 streams.

  • The Top Rock streamed song of 2016 is Stressed Out by twenty one pilots with 454,005,148 streams.

  • The Top Rap/Hip-Hop streamed song of 2016 is Panda by Desiigner with 736,813,212 streams.

  • The Top R&B streamed song of 2016 is Work by Rihanna with 716,636,471 streams.

  • The Top Country streamed song of 2016 is H.O.L.Y. by Florida Georgia Line with 178,735,221 streams.

  • The Top Latin streamed song of 2016 is Hasta el Amanecer by Nicky Jam with 115,953,507 streams.

  • The Top Christian streamed song of 2016 is Monster by Skillet with 112,411,454 streams.

  • The Top Electronica streamed song of 2016 is Cold Water by Major Lazer with 331,168,796 streams.

  • The Top Dance streamed song of 2016 is Closer by The Chainsmokers with 616,482,817 streams.

Song Sales:

  • There were 5 songs that had more than 2 million song downloads in 2016 compared to 16 in 2015 (top 5 sold between 3-5+ million each).  

  • There were 36 songs that sold more than 1 million song downloads in 2016 compared to 60 songs in 2015.

  • Can’t Stop The Feeling! by Justin Timberlake was the most downloaded song in 2016 with 2,488,419 sales.

  • The #10 selling song in 2015 had more song downloads than the #1 song in 2016.

  • 29% of the top 1,000 songs downloaded in 2016 were Pop songs (70.1M), 18% (43.8M) were Rap/Hip-Hop, 17% (40.5M) Country and 11% (27.9M) R&B songs.

  • The Top 1,000 Song sales accounted for 243 million sales, 33% of all song sales for the year.

 

Recognizing Those Who Have Passed...

  • Most of the following artists who passed away during 2016 wound up being in the Top 100 Artists for the entire year (based on album sales) with a couple making the Top 10. Prince (#2), David Bowie (#7), Joey + Rory (#18), Merle Haggard (#58), Leonard Cohen (#94), Juan Gabriel (#74) and George Michael (#488).  

  • In 2016, there were a combined total of more than 5.3 million album sales, 9.4 million songs downloaded and 1.7 Billion songs streamed from these recognized award winning artists; Prince, David Bowie, Merle Haggard, Joey + Rory, Juan Gabriel, Leonard Cohen, Glenn Frey/Eagles, Maurice White/Earth, Wind & Fire and George Michael.

Prince: RIP April 21, 2016

  • The day that Prince passed away (4/21/16) there were more than 1 million Prince songs downloaded and 230,000 album sales.

  • Total Prince Song Sales from April 21 through April 24, 2016: 3,072,893 compared to only 18,821 song sales the week prior to his death and 437,442 song sales in all of 2015.

  • Total Prince Album Sales from April 21 through April 24, 2016: 654,861 compared to only 4,263 album sales the week prior to his death and 206,935 sales in all of 2015.

David Bowie: RIP January 10, 2016

  • The day after David Bowie passed away (1/11/16) there were 177,912 of his albums sold, 206,209 song sales and 47.8 million streams of his songs.

  • Total David Bowie Album sales for the 4 days following his death were 413,058 compared to 121,000 album sales in all of 2015.

  • Total David Bowie Streams of all his songs the 4 days following his death were 93.4 million compared to 6.7 million streams the week before and 141.7 million in all of 2015.

  • Total David Bowie Song sales the 4 days following his death were 389,303 compared to 9,800 sales the week before and 467,243 song sales in all of 2015.

Merle Haggard: RIP April 6, 2016

  • The day Merle Haggard passed away (4/6/16) there were 9,478 of his albums sold, 43,978 song sales and 9,782,409 streams.

  • Total Merle Haggard Album sales for the 4 days following his death were 31,218 compared to 2,500 sales the week before and 70,154 sales in all of 2015.

  • Total Merle Haggard Song sales the 4 days following his death were 109,097 compared to 3,882 sales the week before and 235,177 song sales in all of 2015.

  • Total Merle Haggard Streams the 4 days following his death were 21,061,800 compared to 1,232,435 the week before and 31.5 million in all of 2015.

Joey Feek: RIP March 4, 2016

  • The week that Joey Feek passed away (3/4/16), 50,901 of their albums were sold (up 47%), 34,813 song sales (up 254%) and 5,302,670 streams (up 268%).

Leonard Cohen: RIP November 10, 2016

  • The week that Leonard Cohen passed away (11/10/16) there were 62,614 of his albums sold (up 374%), 71,604 song sales (up 625%) and 17,804,873 streams (up 407%).

Glenn Frey: RIP January 17, 2016

  • The week that Glenn Frey passed away (1/17/16) there were 53,790 sales of all Eagles albums (up 597%), 159,660 song sales (up 684%) and 13,01,868 streams (up 297%).

Juan Gabriel: RIP August 28, 2016

  • The week that Juan Gabriel passed away (8/28/16) there were 34,289 of his albums sold (#6 most purchased artist for the week; up 1,140%), 57,780 song sales (up 3,251%) and 56,048,717 streams (#5 most streamed artist for the week; up 1,072%).

George Michael: RIP December 25, 2016

  • The week that George Michael passed away (12/25/16) there were 40,484 of his albums sold (up 7,116%), 323,333 song sales (#1 best selling artist for song sales for the week; up 6,906%) and 37,253,944streams (up 1,453%).

Maurice White: RIP February 4, 2016

  • The week that Maurice White passed away (2/4/16) there were 18,651 of Earth, Wind & Fire albums sold (up 367%), 52,823 song sales (up 260%) and 10,232,170 streams (up 154%).

 

 

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