Music streaming drives the modern music business. It now reaches more than 250 million Americans and accounts for more than 82% of U.S. recorded music revenue. As streaming continues to reshape how consumers discover, access, and pay for music, listener behavior offers useful insights into how a digital subscription product can support engagement and spending beyond the subscription itself. 

DIMA’s Streaming Forward 2026 report examines how consumers engage with music streaming and how those behaviors contribute to artists and the broader music ecosystem. Conducted with MusicWatch, the study surveyed 3,555 U.S. internet users ages 13 to 70. The findings show that people who use music streaming services spend more on music than non-streamers, attend live events, purchase merchandise, and buy physical music after discovering artists through streaming. Although the findings are specific to the music market and do not establish that streaming causes these behaviors, they illustrate how discovery and frequent use can be associated with consumer value across multiple formats and experiences. 

The scale of music streaming continues to expand. Paid subscriptions number 130 million, and nearly half of U.S. internet users ages 13 to 70 now pay for a music streaming service. Music streaming accounts for more than 82% of U.S. recorded music revenue and 70% globally. 

Music streamers spend across the music economy 

The report highlights the relationship between streaming and consumer spending across the music business. The average U.S. streamer spends approximately $434 each year on recorded music, while annual spending rises to $614 among paid on-demand subscribers. Compared with five years ago, today’s streamers spend 27% more on recorded music. 

Music streaming is also associated with spending beyond recorded music. Seventy percent of streamers attend live music events, while 19% purchase artist merchandise. Paid on-demand subscribers account for 70% of spending across subscriptions, physical music, downloads, live events, and merchandise, despite representing only about half of U.S. internet users ages 13 to 70. 

These findings do not determine whether streaming leads consumers to spend more or whether highly engaged music fans are more likely to subscribe. However, they demonstrate that paid subscribers participate in the music economy in several ways rather than limiting their spending to a monthly service. 

Discovery extends engagement beyond streaming

The findings show that music streaming complements rather than replaces traditional music formats. Nearly all purchasers of physical music, including CDs, vinyl, and paid downloads, also stream music. In addition, 34% of music buyers purchase physical music after discovering an artist through a music streaming service. Digital discovery can therefore lead listeners toward other formats and experiences. 

Streaming is also the leading source of music discovery among respondents, cited by 69%. Social media follows at 50%, while recommendations from friends and family and music heard in television or movies are each cited by 38%. Although 78% use streaming to find new releases, 88% use it to rediscover familiar songs or encounter older music they have not heard before. 

Satisfaction supports frequent use 

Consumer satisfaction remains one of music streaming’s strongest indicators. Ninety-four percent of U.S. streamers say they like or love their favorite music streaming service, while 90% consider it a good, very good, or excellent value. Half of all streamers use their preferred service every day, increasing to 58% among paid subscribers. 

On average, streamers spend 10.3 hours each week listening to music and music videos. More than one-third, 38%, say music streaming allows them to listen to more music, while 34% report listening more often because of it. In addition, 86% say streaming improves their connection with the artists and music they enjoy. 

Consumers want more from music streaming 

Consumers also identify opportunities to enhance the music streaming experience. Higher-quality audio ranks as the most desired improvement, cited by 76% of respondents. Early access to concert tickets through music streaming services and exclusive content for paid subscribers each appeal to 72%, while 70% express interest in integrated short-form video. 

Consumers also value expansive music catalogs, personalized recommendations, artist information, new-release notifications, and the convenience of listening anytime and anywhere. Their preferences include improvements to the central listening experience as well as features that provide additional ways to connect with artists and content. 

DIMA’s findings are rooted in the distinct behaviors and economics of the music market. However, they offer a useful example of how a frequently used digital product can support discovery, deepen consumer engagement, and connect audiences with multiple ways to spend. For publishers and other media companies, the report provides a reason to consider consumer value across the broader relationship rather than viewing the monthly subscription as the only measure of success.