Music is a big deal every year, but 2022 had some unique conditions that made it an especially interesting industry to watch.
The category has grown significantly in terms of time spent online, with 43.1 billion total hours in the first 10 months of 2022. This was a 51% growth from the same period in 2019.
Comscore MMX®, Entertainment - Music, Total Audience, January – October 2019-2022, U.S.
After several years where concerts were nearly impossible to put on, and likely to be canceled, tours came back in full force in 2022. There was 27% more engagement on content about concerts from 2021 to 2022, and 35% more compared to pre-pandemic numbers in 2019.
Comscore Social Powered by Shareablee Content Pulse, Top 5,000 posts, Facebook, Twitter, Instagram, TikTok, January 1 – November 30, 2019 - 2022.
The concerts & festivals category has outpaced the growth of media & entertainment overall on social media, spiking in Spring 2022.
Comscore Social Powered by Shareablee Data Explorer, US* Media & Entertainment, US*** Media & Entertainment – Music – Concerts & Festivals, Facebook, Twitter, Instagram, TikTok, January 2019 - October 2022.
This interest in live music was reflected on ticket-buying platforms as well. In October 2022, Ticketmaster reached 51.6 million unique visitors, higher than any month in the past few years. Ticketmaster's mobile version was also the fastest growing m-commerce app this year, seeing 111% growth from August 2021-August 2022.
Comscore MMX®, Ticketmaster, Total Audience, January 2019-October 2022, U.S.
Just because people can get to live shows doesn’t mean they are giving up on streaming. Americans spent 23 million hours on Spotify from January to October 2022, 27% more than the same period in 2021 and 97% more than 2019.
Comscore MMX®, Spotify, Total Audience, January 2019-October 2022, U.S.
Music videos are alive and well too, racking up 19.2 billion video views on YouTube year to date. Some of the top videos worldwide included Karol G's "Provenza" (312m views), Shakira and Rauw Alejandro's "Te Felicito" (243m), Harry Styles' "As It Was" (201m), and Bad Bunny's "Moscow Mule" (181m).1
Several artists even embraced vertical video and released their music videos, or parts of them, on TikTok like Charlie Puth with "Lightswitch" (20.1m views), Tate McRae with "Don't Come Back" (14.2m), Meghan Trainor with "Made You Look" (13m), and Dove Cameron with "Boyfriend" (10m).2
Fans also tuned into traditional television to view music content, with 87.6 million hours spent watching the top four music award shows. The GRAMMY awards alone reached over 12 million households.
Comscore TV, All Networks, Household Live Plus 3-Day Rating, January 1 – November 13, 2022
When we look at some of the most popular global album releases of 2022 by social media engagement, Korean stars Stray Kids and Black Pink take the top spots. With huge fan bases that are very social-media-savvy, Korean artists are finding major success around the world. Stray Kids have especially been blowing up on social media, with 1.1 billion actions on their owned pages across Facebook, Instagram, and Twitter.
Spanish-language artists also made their mark this year, with Rosalia, Daddy Yankee, and Bad Bunny making an impact on social media. Many of the top music videos also came from Latin artists like Karol G and Shakira.
Taylor Swift had the top album for an American artist after breaking several streaming records with Midnights.
Comscore Social Powered by Shareablee Content Pulse, Facebook, Twitter, Instagram, TikTok, January 1 – November 28, 2022.
As people searched for connection, community, and creativity this year, music has clearly drawn large crowds both literally in person and in the online space. The industry has managed to bounce back beyond where it was pre-pandemic by embracing a multi-media experience, and it is certainly one to watch going into the new year. Stay tuned as we continue to cover major industry events!
1. Comscore Social Powered by Shareablee Content Pulse, YouTube, January 1 – November 28th, 20222. Comscore Social Powered by Shareablee Content Pulse, TikTok, January 1 – November 28th, 2022
Actions - The total number of actions (reactions, shares, comments, retweets, favorites, loves) the specified property receives during the defined time period
Average Audience (AA) – Average number of TVs tuned to an entity throughout the selected time frame.
Video Views - the sum of the total number of times all properties’ videos were viewed.
Total Minutes - The total number of (usage) minutes spent by visitors on the website during the report month.
Total Unique Visitors - The estimated number of different individuals (in thousands) that visited any content of a website, a category, a channel, or an application during the selected reporting period.