Led by streaming behemoths like Morgan Wallen, Zach Bryan, Luke Combs, and Jelly Roll, the genre experienced a massive surge that shows no sign of abating
and unusually high digital song sales were the main factors pushing those songs to Number One.
So why is country taking off now? The most likely scenario would suggest that country’s main demographic — older and still major consumers of radio and digital downloads — is finally catching up to streaming.Lainey Wilson. “It’s about accessibility, and streaming is most accessible. Country is cooler than it’s ever been and more people depend on streaming platforms, but people’s tastes are changing and broadening.
Still, Marconette says older fans warming to streaming is moving the needle too, particularly as the pandemic kept the world stuck at home and forced more listeners to experiment with Spotify, AppleMusic, and other streaming services. Loba, meanwhile, says the older country audience is catching on to streaming partly out of necessity. Walmart, BBR Music Group’s largest retailer, is scaling back on selling physical CDs as the medium continues to fall.
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