Music streaming platforms have been a game-changer for the music industry, providing music aficionados with a convenient way to listen to their favorite tunes. However, the way different generations consume music has changed, and the music marketing industry is scrambling to keep up with the shifts in consumer behavior.

For many years, millennials were considered the foundation of the streaming industry. They were among the first to embrace streaming formats, and their love for music meant they spent the most time and money on it. However, MIDiA’s latest report, ‘US millennial snapshot | A looming generational blind spot’, reveals that this may no longer be the case. The report focuses on 25-34-year-olds in the US and reveals that this cohort is the most valuable age group for the music industry, yet, they are the ones most in danger of being lost.

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