Primephonic, the world’s leading classical music streaming service, recently conducted an online survey with YouGov, one of the world’s top market research and data analytics firms, regarding challenges the classical music community faces during COVID-19.
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The data shows that the majority of American classical music fans are indeed very worried about the financial future of their favorite orchestras, ensembles, and artists. Yet, even if local officials allow live performances, the majority of classical fans will still not feel comfortable attending live performances for the remainder of the year:
The key conclusions of the report are:
- 73% of Americans who consider classical their favorite genre are (very) worried about the financial future of their favorite orchestras / ensembles / artists
- The majority (56%) of American classical music fans do not feel comfortable attending a classical concert anytime this year
- Almost 70% (68%) of American classical music fans have not attended a live stream (video) since the COVID-19 outbreak
- The majority of Americans (51%) are unwilling to pay for live streams
- Of those classical fans who have not attended a live stream – 30% are unfamiliar with the concept of live streaming, 38% are familiar with the concept of live streaming but do not understand how it works, and the remaining 32% are familiar with concept of live streaming and understand how it works, but do not feel that it is an adequate replacement for live performances
- 60% of Americans who consider classical music to be their favorite genre would be willing to donate to local arts organizations via streaming platforms
Concluding: The live stream/pay-per-video model may help the classical community navigate the COVID-crisis, but to thrive in the long term, the classical music industry will need to embrace audio-streaming platforms for recorded music and find new, innovative ways to connect with their subscribers.
Research Methodology
This research was executed by YouGov, one of the world’s top market research and data analytics firms, and commissioned by Primephonic, the world’s leading classical music streaming service. All figures, unless otherwise stated, are from YouGov Plc. Total sample size was 1145 adults. The survey was carried out online with fieldwork undertaken between 20th-21st July 2020. The figures have been weighted and are representative of all US adults (aged 18+). Please reach out to ellie.stork@primephonic.com if you are interested in learning more about this survey and its findings.
About Primephonic
Primephonic is the world’s leading classical music streaming service, offering listeners premium-quality audio, optimal search functionality, hand-picked recommendations, and detailed song and artist information.
The streaming revolution saved the mainstream music industry, but it left niche genres like classical behind due to the existing one-platform-fits-all-genres approach applied by the major streaming services. Primephonic is the antithesis of this, designed to support classical music’s complexities to provide fans with an optimal listening experience, and artists and labels with fair compensation through their unique pay-per-second-listened payout model.
Headquartered in Amsterdam with an office in New York City, Primephonic is reigniting passion for classical music by bringing it into the digital age.
For more information visit www.primephonic.com.
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