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Music Industry Research Guide

Resources and research tips to help you understand the music industry.

Consumers & Customers

Use these resources to better understand the Music Industry's consumers and customers.  These resources will provide consumer demographics, customer trends, buying behavior, and more. 

  • Use Mintel to find market research reports for topic such as Streaming Audio Trends,  Content Consumption,  Digital Adversting, Future of Entertainment
  • These reports address consumer demographics, as well as data that some might call psychographics (buying behaviors, motivations, attitudes, etc.)
  • In addition to the textual reports, be sure to check out the Consumer Data part of the reports,  which provide some in-depth demographic data for consumers of the product category.
  • Use Simmons to find national-level demographic profiles of people who listen to podcasts by genre, who listen to music by genre, who have been to a concert. etc. 
  • To find a demographic profile of a consumer
    1. Hover over profile and click "Quick Reports"
    2. Click the Composer link
    3. search by brand, product, or activity, or use the browse feature  (there is a full category for Media, Leisure Activities, etc.to explore)
    4. select a data variable and move the variable to Targets, then click Create
    5. Select Demographics to create a demographic profile
  • Use for finding articles and case studies about marketing to consumers in the industry.
  • You can use the search box to search by company, brand, etc.