{"id":71599,"date":"2021-07-14T12:17:13","date_gmt":"2021-07-14T16:17:13","guid":{"rendered":"https:\/\/www.ludwig-van.com\/toronto\/?p=71599"},"modified":"2021-07-14T12:18:22","modified_gmt":"2021-07-14T16:18:22","slug":"report-new-study-shows-canadian-music-consumption-soaring-amid-covid-19","status":"publish","type":"post","link":"https:\/\/www.ludwig-van.com\/toronto\/2021\/07\/14\/report-new-study-shows-canadian-music-consumption-soaring-amid-covid-19\/","title":{"rendered":"REPORT | New Study Shows Canadian Music Consumption Soaring Amid COVID-19"},"content":{"rendered":"<p style=\"text-align: center\"><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter size-full wp-image-71600\" src=\"https:\/\/www.ludwig-van.com\/toronto\/wp-content\/uploads\/sites\/2\/2021\/07\/MRC_Data-2021_Mid-Year_Canada_Report.jpg\" alt=\"MRC_Data-2021_Mid-Year_Canada_Report\" width=\"1200\" height=\"628\" \/><\/p>\n<p>A <a href=\"https:\/\/static.billboard.com\/files\/2021\/07\/MRCData_MIDYEAR_2021_Canada_FINAL-1626123390.pdf\" target=\"_blank\" rel=\"noopener\">recent survey<\/a> from MRC Data in conjunction with <em>Billboard Magazine<\/em> offers a snapshot of the music industry in Canada, as well as globally, for the first six months of 2021. The figures were compared to the first six months of 2020, as the global pandemic first began to wreak havoc on the music and performing arts world.<\/p>\n<p>The good news for the industry is that, overall, music consumption in Canada is up 10.6 percent year over year, and the figures surpass even the pre-COVID levels.<\/p>\n<p>Insight from the report:<\/p>\n<blockquote><p>\u201cConsumers are relying on musical optimism to get them through the aftermath of a stressful year, with 55% of music-listening survey respondents in an April study citing \u201cUplifting\/happy music\u201d as the<br \/>\nnumber one most important thing the music industry can offer during the COVID-19 outbreak.\u201d (from the MRC Midyear Report \u2014 Canada)<\/p><\/blockquote>\n<p>In the US, 37 percent of consumers say that they are spending more time with music on a day-to-day basis, even as the country opens back up. The industry is expecting demand for live music to be high.<\/p>\n<ul>\n<li>59 percent of survey respondents said they miss socializing and meeting people at live events.<\/li>\n<li>38 percent of live event goers said they\u2019d be willing to attend a live event one month or less after a<br \/>\ntreatment\/vaccine is available to the public.<\/li>\n<\/ul>\n<h3><strong>The No. 1 Best-Selling Album By A Canadian Is&#8230;Classical Crossover<\/strong><\/h3>\n<p>While it may come as no surprise to find out that RnB artist The Weeknd is Canada\u2019s No. 1 artist, including both digital streams and album sales, the No. 1 best-selling album by a Canadian definitely bucks industry trends.<\/p>\n<p>The album <em>Histoires Sans Paroles<\/em> is a deluxe multi-disc set that features <strong>l\u2019Orchestre symphonique de Montr\u00e9al<\/strong> playing the works of <strong>Harmonium<\/strong>. In Quebec, Harmonium is a cultural institution, a progressive rock band that was formed in 1972. The new recording with l\u2019Orchestre symphonique de Montr\u00e9al is conducted by <strong>Simon Leclerc<\/strong>, who also created the orchestral arrangements. What makes the sales of <strong>25,000<\/strong> units even more remarkable is that they were only available on the band\u2019s dedicated website.<\/p>\n<p>The album also leads in digital sales with another 24,000. Violinist <strong>Ang\u00e8le Dubeau<\/strong>\u2019s album <em>Immersion<\/em> is fourth in digital sales (7,000).<\/p>\n<p>Singer Charlotte Cardin\u2019s album <em>Phoenix<\/em> comes in 2nd with 20K sales, followed by The Tragically Hip\u2019s <em>Saskadelphia<\/em> with 17K sales. <em>Saskadelphia<\/em> also topped the vinyl album sales category with 4,000 units.<\/p>\n<div class=\"jetpack-video-wrapper\"><span class=\"embed-youtube\" style=\"text-align:center; display: block;\"><iframe loading=\"lazy\" class=\"youtube-player\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube.com\/embed\/vvqqPjnUViU?version=3&#038;rel=1&#038;showsearch=0&#038;showinfo=1&#038;iv_load_policy=1&#038;fs=1&#038;hl=en-US&#038;autohide=2&#038;wmode=transparent\" allowfullscreen=\"true\" style=\"border:0;\" sandbox=\"allow-scripts allow-same-origin allow-popups allow-presentation\"><\/iframe><\/span><\/div>\n<h3><strong>Crunching The Numbers<\/strong><\/h3>\n<p>While music consumption is up overall, the way those figures break down is where changes in the industry can be seen. Notably, global digital song sales are down 12.5 percent, while on-demand song streams are up 27.5 percent<\/p>\n<p>Canada follows a similar trend.<\/p>\n<ul>\n<li>In Canada, total album sales are<strong> down just under 10 percent,<\/strong> and when you add something called &#8220;total album equivalent&#8221; or TEA, that jumps to 15 percent. (TEA is essentially taking total digital tracks and dividing them into albums.)<\/li>\n<li>Digital album sales are <strong>down more than 24 percent<\/strong> in Canada, with digital track sales down just under 27 percent.<\/li>\n<\/ul>\n<p><strong>In contrast (all Canadian figures):<\/strong><\/p>\n<ul>\n<li>Total album consumption is <strong>up 10.6 percent<\/strong>.<\/li>\n<li>On-demand song streaming is <strong>up 11.4 percent<\/strong>.<\/li>\n<li>Total digital music consumption is <strong>up<\/strong> <strong>10.9 percent<\/strong>.<\/li>\n<li>Physical album sales are<strong> up 5 percent<\/strong>.<\/li>\n<li>Vinyl album sales are <strong>up 53 percent<\/strong>, but it still represents a very small part of the market.<\/li>\n<\/ul>\n<p><strong>Livestreaming<\/strong> is still part of the picture, although the numbers have dropped considerably since live music venues have begun to reopen across North America. The future seems to hold a mix of live and livestreaming for fans and audiences.<\/p>\n<p><strong>Classical music consumption<\/strong> broke down a little differently than other categories:<\/p>\n<ul>\n<li>On-demand video streams 1.1 percent<\/li>\n<li>On-demand audio streams 73.5 percent<\/li>\n<li>Digital track sales 1.8 percent<\/li>\n<li>Digital albums 8.5 percent<\/li>\n<li>Physical albums 13.1 percent<\/li>\n<\/ul>\n<p>For<strong> pop music,<\/strong> in contrast, physical albums accounted for a mere <strong>1.2 percent<\/strong>, while on-demand audio streams amounted to <strong>91.5 percent<\/strong> of consumption. The bigger numbers when it comes to physical and digital album sales no doubt account for the fact that two of the top five best-selling albums by Canadians fall in the classical category.<\/p>\n<p><strong>The takeaway:<\/strong> Canadians love music and need it more than ever, although how we listen is changing.<\/p>\n<h3 class=\"western\"><em><b>#LUDWIGVAN<\/b><\/em><\/h3>\n<p class=\"western\"><em>Get the daily arts news straight to your inbox.<\/em><\/p>\n<h3 class=\"western\"><em>Sign up for the Ludwig van Daily \u2014 classical music and opera in five minutes or less <\/em><a href=\"https:\/\/ludwig-van.us9.list-manage.com\/subscribe?u=4f785cb3f9058f2393ccad035&amp;id=57cdb68eac\" target=\"_blank\" rel=\"noopener\"><em>HERE<\/em><\/a>.<\/h3>\n","protected":false},"excerpt":{"rendered":"<p>Overall, music consumption in Canada is up 10.6 percent year over year, and the figures surpass even the pre-COVID levels. <\/p>\n","protected":false},"author":64,"featured_media":71600,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"jetpack_post_was_ever_published":false},"categories":[38476,38264,35839,39646,39],"tags":[289,38987,20710,39740],"yst_prominent_words":[7004,8507,26340,26337,10824,6616,7081,10384,18410],"acf":[],"jetpack_featured_media_url":"https:\/\/www.ludwig-van.com\/toronto\/wp-content\/uploads\/sites\/2\/2021\/07\/MRC_Data-2021_Mid-Year_Canada_Report.jpg","jetpack_sharing_enabled":true,"jetpack_shortlink":"https:\/\/wp.me\/p9bakr-iCP","amp_enabled":true,"_links":{"self":[{"href":"https:\/\/www.ludwig-van.com\/toronto\/wp-json\/wp\/v2\/posts\/71599"}],"collection":[{"href":"https:\/\/www.ludwig-van.com\/toronto\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ludwig-van.com\/toronto\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ludwig-van.com\/toronto\/wp-json\/wp\/v2\/users\/64"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ludwig-van.com\/toronto\/wp-json\/wp\/v2\/comments?post=71599"}],"version-history":[{"count":2,"href":"https:\/\/www.ludwig-van.com\/toronto\/wp-json\/wp\/v2\/posts\/71599\/revisions"}],"predecessor-version":[{"id":71602,"href":"https:\/\/www.ludwig-van.com\/toronto\/wp-json\/wp\/v2\/posts\/71599\/revisions\/71602"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.ludwig-van.com\/toronto\/wp-json\/wp\/v2\/media\/71600"}],"wp:attachment":[{"href":"https:\/\/www.ludwig-van.com\/toronto\/wp-json\/wp\/v2\/media?parent=71599"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ludwig-van.com\/toronto\/wp-json\/wp\/v2\/categories?post=71599"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ludwig-van.com\/toronto\/wp-json\/wp\/v2\/tags?post=71599"},{"taxonomy":"yst_prominent_words","embeddable":true,"href":"https:\/\/www.ludwig-van.com\/toronto\/wp-json\/wp\/v2\/yst_prominent_words?post=71599"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}