Royal Philharmonic Orchestra, Deezer, and BPI partnered on a study to explore the listening habits of people over the pandemic.
The results may shed light on why big tech companies like Apple Music have been taking classical music much more seriously.
The study, which was conducted during the COVID-19 pandemic (May 2020), found that orchestral music had grown by 17% among young people during the lockdown.
Other key insights
- In a one-year period (April 2019-2020), there was a 17% increase of Classical listeners on Deezer worldwide.
- In the last year, almost a third (31%) of Deezer’s Classical listeners in the UK were under 35 years old, a much younger age profile than those who typically purchase Classical music.
- RPO’s research found that under 35s were the most likely age group to have listened to orchestral music during lockdown (59%, compared to a national average of 51%).
- There were a greater number of female listeners in the UK listening to Deezer’s Classical playlists during the lockdown.
- Classical fans preferred mood-based music during the lockdown. Streams on Deezer’s ‘Feel Good Classical’ playlist grew by 424% in the third week of March compared to the week before.
- 35% of respondents in RPO’s research feel orchestral music helped them relax and maintain a sense of calmness and well-being, with 18% saying listening had lifted their spirits.
- RPO’s research found under 35s were most likely to say they intended to support arts organizations to help them make up for lost income after COVID-19 restrictions are lifted (64% compared to a national average of 43%).
- Classical fans appreciate a full body of work and over-index on album plays. They also have a broad taste in music, listening to many more genres than fans of Rap or Rock.
Michael Vincent is the Editor-in-chief Ludwig Van and CEO of Museland Media. He publishes regularly and writes occasionally. A specialist in digital media for over 15 years, he has worked as a senior editor and is a former freelance classical music critic for the Toronto Star. Michael holds a Doctorate in Music from the University of Toronto.
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