American listeners are spending more of their time listening to country music than ever before, according to a study by the Country Music Association.
The recent survey analysed data from a broad sample that included over 12,000 US citizens aged 18 and older, who reported that they listen to country music at least once a month. Results indicated that 27% of those questioned reported listening to country music on a daily basis, an increase of 8% in less than a year since the previous study. This boost in listenership was focused heavily within certain age groups, most noticeably within 18-34 year olds, suggesting that the younger generation are embracing country music like never before.
“The country music audience is changing and has been changing for several years in terms of becoming younger and growing as a whole. So we wanted to start learning more about how those shifts are impacting their engagement in terms of a different and a growing audience.”Karen Stump, Senior Director of Market Research, CMA