The music industry’s annual report card is in, and the numbers tell a fascinating story about how Canadians consume music in 2024.
Luminate, the industry’s leading data tracker, has just released its comprehensive year-end report after analyzing more than 20 trillion data points from 500 verified sources. The findings paint a picture of an industry in transformation: streaming numbers are soaring, physical formats are showing surprising resilience, and superfans are reshaping how artists connect with audiences.
From AI-generated tracks to billion-stream hits, from vinyl’s continued revival to the dominance of catalogue tracks over new releases, here’s what the data reveals about Canada’s evolving musical landscape:
The Big Picture: More Music Than Ever
- 99,000 new songs uploaded daily (down from 103,500 in 2023)
- 202 million total songs available digitally
- 92% comes from independent musicians
- Canadians streamed 145.1 billion songs (up 9.5% from 2023)
The Streaming Reality Check
Behind the impressive total streaming numbers lies a more complex reality. Nearly half of all available songs (93.2M) received 10 plays or fewer, and an astounding 87% of tracks were played under 1,000 times. This last statistic is particularly significant because Spotify, the industry’s largest streaming platform, won’t pay royalties for any song that fails to reach that thousand-play threshold. The data suggests that while music is more accessible than ever, breaking through the noise remains a massive challenge for most artists.
Breaking Down the Numbers:
Songs by stream count:
- 100K-1M streams: 2.1M songs
- 1M-10M streams: 427,700
- 10M-100M streams: 60,000
- 100M-1B streams: 4,800
- 1B+ streams: Just 33 songs
Classical Music Deep Dive
- Classical fans are 48% more likely than average to discover music via music-related websites like Ludwig Van
- Represents 2.5% of digital album sales
- Ranks as 11th best-performing genre
- 85% of classical consumption comes from on-demand audio streams
- Physical albums account for 8.8% of classical consumption
- Digital album sales make up 4.4%
- Millennials are the biggest spenders on classical concerts
Canada’s Top Hits
- Most streamed song: “A Bar Song (Tipsy)” by Shaboozey (143.8M streams)
- Top album: Taylor Swift’s “The Tortured Poets Department”
- Canadians prefer older songs (74% catalog vs. 26% new music)
The Rise of the Superfan
The data shows superfans are reshaping the music industry in 2024, and the numbers tell a compelling story. These dedicated followers are spending an average of US$113 monthly on live music events—a striking 66% more than regular fans. When it comes to physical music purchases, they’re investing US$39 monthly, more than double what the average music fan spends.
Generation Z is leading the charge at festivals, while Millennials dominate overall concert spending, including classical shows. Perhaps most interesting is how hip-hop superfans stand out, showing the highest likelihood to purchase directly from artist storefronts.
This devoted group is becoming increasingly important to artists’ success, suggesting that cultivating a dedicated fanbase might be more valuable than chasing viral hits. The superfan phenomenon spans all genres and age groups, proving that intense music loyalty isn’t limited to pop and rock.
Fun Facts:
- One in every 100 vinyl records is bought at a concert merch table
- 39% of vinyl purchases happen at indie record stores
- The classical music documentary “The American Symphony” was the 10th most-watched music documentary with 97.9M viewing minutes on Netflix.
The AI Factor
Watch out for “ghost artists” on Spotify – AI-generated background music is increasingly common, potentially taking streams away from human musicians. Read our separate report here.
Physical Format Revival
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Overall physical sales up 4.8% from 2023
- Combined physical and digital sales down 1%
- Shows we’re buying fewer digital downloads, preferring to stream instead
International Exchange
Canadian music ranks as:
- #1 import from: US, UK, Australia
- #3 most popular import in Australia
- #3 globally for top songwriters (behind US and UK)
Looking Ahead
The 2024 numbers paint a clear picture of an industry in flux. While streaming continues its unstoppable rise with 145.1 billion plays in Canada alone, the revival of physical formats and the growing influence of superfans suggest listeners crave more than just convenient access to music. The challenges are real — from AI-generated content to the struggle for artists to break through on streaming platforms — but so are the opportunities. As we move forward, the key to success may lie not in chasing viral moments but in building genuine connections with audiences across all formats and platforms. The music industry of 2024 proves that while technology shapes how we listen, our fundamental relationship with music remains deeply personal and increasingly valuable.
Michael Vincent is the Founder and General Manager Ludwig Van. He publishes regularly and writes occasionally. A specialist in digital media for over 20 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.
