Americana Fans Stream & Spend More Than the Average Music Consumer: DIMA

Americana music fans stream more music and spend significantly more on it than the average music streaming consumer, according to new research from the Digital Media Association (DIMA).

The research was produced on behalf of DIMA by music consumer research/analyst service Music Watch Inc., based on American music listener surveys conducted in 2023 and 2024. It found that the average Americana fan spends twice as much as the average American music streamer on music — recorded music, live and merchandise — each year ($837 versus $400), characterizing the degree of their activity as “superfan-level.”

The research also found that Americana music listeners spend 24% more time listening to music in an average week than other music fans, with Americana listeners spending 28.3 hours per week versus 22.8 hours for the average music fan. Additionally, the research found that 99% of Americana fans stream music, compared to 94% of the American population, with 71% paying for an on-demand subscription — significantly above the 44% national average.

The research further found that 76% of Americana music streamers are under age 44, showcasing the genre’s strong connection with younger audiences. It also found that the United States’ highest concentrations of Americana listeners are located in the South Central and South Atlantic regions.

Graham Davies, president/CEO of DIMA, said in a statement, “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. With streaming now representing 69% of recorded music revenues globally, streaming services are powering this growth by connecting artists directly with audiences everywhere. Innovations from streaming services help ensure that Americana creators and rights holders in genres like Americana reach audiences across the country and around the world, and empower fans to discover new music and build deeper, lasting relationships with their favorite artists.”

The research comes amid the annual AmericanaFest, including the Americana Honors & Awards, which takes place Wednesday night (Sept. 10) in Nashville. This year’s top nominees include Sierra Ferrell, Billy Strings, Jason Isbell, Joy Oladokun and I’m With Her.