Skip to main content

A recent study concluded that one in three music listeners in the United States discovers new music through Twitch.

The study was conducted by the analytics platform Luminate in Q4 2021, according to Music Business Worldwide. Luminate's research included 2,300 consumers in the United States between the age of 13 to 40 who are Twitch users and who use the Amazon-owned platform specifically for music-related content.

Interestingly, the study found that 54% of those surveyed discovered music from Twitch streamers who shouted out songs or artists, recommending them during a livestream. Moreover, Twitch users make "over 10 times more direct-to-artists payments per month than the average music listener," per the study. 

Additionally, Twitch users overwhelmingly listen to EDM over any other genre. The study notes that users are 84% more likely to listen to EDM than the average music listener.

Scroll to Continue

Recommended Articles


One Dead, Dozens Injured After Stage Collapses at Spanish EDM Festival

Sources say Medusa experienced "strong gusts of wind" that led to the death of a 22-year-old man after part of the festival's main stage collapsed.


Look Inside SOMA Tent, the Best Dancefloor at Outside Lands 2022

In a "festival full of festivals," the vibes at the SOMA Tent were as irresistible as they were untamed.


Hardwell Opens Up About His Soul-Stirring Road to Reinvention: "It Feels Way More Like Freedom"

A candid interview with Hardwell, who is creating, performing and living on his own terms after over a decade in electronic dance music.

"Gaming and music are intrinsically linked, and much of the culture and fan behavior of our gaming community has resonated and found success with our music community," Geetha Mathews, Twitch's Head of Music Strategy and Content, told MBW. "We are fueling the passion of this leaned-in audience by surfacing a diverse range of creators who are incredibly talented but still under the radar, driving discovery of emerging artists."

Luminate's study also found that Twitch users spend 21% more time per week listening to music "than the average music listener" and that the platform's users spend "46% more of their hard-earned cash on music (per month) than the average music listener."




Twitch Launches Incubator Program and "Livestream Playbook" to Reinvest In Music Creators

Twitch is aiming to change its image in the music community by reinvesting in the platform's emerging creators.


Proposed Law Could Make Streaming Copyrighted Material on Twitch Without Permission a Felony

Senator Thom Tillis is sponsoring the effort to make copyright infringement a felony offense for streamers.


Streamers Still Upset With Twitch After Landmark NMPA Deal

While the agreement deescalates some of the tension between the streaming platform and the music industry, streamers still feel there's a long way to go.


Twitch Nearing Licensing Deal With RIAA and NMPA After Prolonged Conflict

Sources say that Twitch's woes over their lack of proper music licensing may soon be over.


The Music Industry Comes After Twitch's Music Copyright Solution, "Soundtrack by Twitch"

The RIAA, National Music Publishers Association, the Recording Academy, and more are not satisfied with Twitch's efforts to avoid copyright infringement claims.


Controversial Twitch Leak Highlights Gap In Compensation Between Streamers and Musicians

Twitch is shelling out the big bucks for their top streaming personalities, but only a small fraction of the pie is reaching the platform's top musicians.


Twitch Streamers Can Dodge DMCA Takedowns with This Free Music Extension

Soundstripe allows users to play music from its library during their Twitch streams without the burden of copyright issues.


Twitch Issues Apology for Ongoing Music Licensing Issues: "We'll Do Better"

The streaming platform says negotiations with major labels over music copyright and usage are still underway.