YouGov’s New Music Fans Research report 2024 examines people in Britain who strongly agree that they like to discover new music genres and artists. In the report, this audience is referred to as “New Music Fans”, representing around 10% of the general public. Download the New Music Fans report here.
New Music Fans Research Report: Key Takeaways
- New Music Discovery Is a Specific Behaviour – While 65% of Brits listen to music almost daily, only 10% strongly agree that they like exploring new music genres and artists. This makes New Music Fans a valuable segment, not just general music listeners.
- They Are Young and Highly Engaged – 53% of New Music Fans are under 35 years of age, 87% describe themselves as music lovers or obsessed with music, and 83% say they could not get through the day without listening to music.
- They Support Artists Actively – 83% enjoy seeing their favourite music artists live, while 76% are happy to spend money to support them. For brands, this points to opportunities around live experiences, artist partnerships, fan communities, and music brand partnerships.
- Streaming and Social Matter – 57% are willing to pay for streaming, and Spotify leads music streaming service use among this group. New Music Fans also over-index for YouTube, Instagram, TikTok, and Snapchat, showing why discovery needs a joined-up content and platform strategy.
Why New Music Fans Research Matters for Music Partnerships
The report shows why audience size alone is not enough to make partnership decisions. Brands entering music should understand which fans actively discover, share, and spend, not just who listens casually. The same principle applies to any partnership undertaken: better research reveals where passion, platform behaviour, and commercial intent overlap.
Need Help Connecting With Music Fans?
If you’re considering using music as a partnership platform to connect to target audiences, Strive can help. We’ve worked with music labels, artists, festivals, and media owners. Contact us if you’re keen to build engaging partnerships to raise brand awareness, stay top of mind with your target audience, boost consideration, and create brand salience and differentiation.
Frequently asked questions
Who Are New Music Fans?
According to YouGov’s New Music Fans report, New Music Fans are people who strongly agree that they like to discover new music genres and artists. They represent around 10% of the British public, making them a focused audience segment rather than general music listeners.
How Can Brands Reach New Music Fans?
Brands can best reach New Music Fans through streaming platforms, social media, live music, artist collaborations, and content-led partnerships. The New Music Fans report shows that this audience is active across Spotify, YouTube, Instagram, TikTok, and Snapchat, which means brands need to think about discovery, content, and community together. Strive Sponsorship helps brands identify the right partnership routes to reach passionate audiences credibly.
Why Is New Music Fan Research Useful for Potential Partnerships?
Music fan research helps brands understand who fans are, what they value, where they spend time, and how they support artists – all important in building meaningful connections. For brands considering music or entertainment partnerships, this can help identify the right audiences, improve activation planning, and build more relevant sponsorship propositions.
