It can be said that new technology has given the music market to the people by allowing them choose the music themselves.While it is no longer surprising to state that streaming, in general, is altering the music business, certain kinds of music now have power like never before because of this new model.
Nielsen Music recently released its annual mid-year report, which takes a look at how the music industry is doing halfway through the year and lists which songs and albums are performing the best. This time around, the report revealed some fairly unsurprising stats, including the fact that streaming is still exploding, Ed Sheeran’s “Shape Of You” is the most popular track and Kendrick Lamar’s DAMN. is the album that the American public simply can’t get enough of. All of those could have been predicted, but there is one standout piece of information embedded in the document that is somewhat shocking.
For the first time since Nielsen started measuring music consumption in the United States, rock is no longer the top genre in terms of overall consumption. Instead, the combined genre of R&B and hip-hop has taken the crown, and while the two styles are fairly close to one another when it comes to percentages, the latter has pulled ahead, and it seems like it will continue to distance itself from the competition in the coming months and years.
According to the report, R&B and hip-hop are now responsible for 25.1% of all music consumption in the U.S., while rock claims 23%. Looking at the rest of the numbers listed that dissect how people are consuming these styles of music, it’s clear that streaming is to thank for the swap in ranking. Rock is far and away the winner when it comes to album sales—the genre claims 40% of all album sales in the country—but the total number of records actually purchased dwindles every year, so while that percentage may remain steady or even climb, it’s not representative of how Americans are truly consuming music.
