Posted on December 25, 2020 | By MusicPromoToday

Inside the Mind of a Digitally Native Music Consumer

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Is the world around us real — or are we living in a simulation, like characters trapped inside some space alien’s video game? How individuals present themselves and how others perceive themselves are sometimes totally different. As you can imagine, people employ many types of behaviors in day-to-day life. This article is no intro to sociology btw. 

We live in a reality where many terms are used by certain people, while others have no idea about its meaning. As a result, hilarious situations occur.

The Digital World Order 

It is prevalent to witness a clash of two separate realities, mostly when two different generations communicate. A lot of times, the two parties in question can be caught in an online conversation/ meeting digitally. Even though they often use the same resources and seem to adapt perfectly to each other’s lifestyle, we realize a crucial gap between the two parties, mostly when it comes to digital consumption. A New Digital World Order – Live Streaming, TikTok The Weeknd, Sal Xo & Beirut will give you quick updates on the turns and changes the digital life is taking, so you don’t feel left out. 

Digital Natives And Digital Immigrants 

For the younger generation, the digital world is native. Meanwhile, for the older generation who have lived before computers, the internet, and social media became a new world order, the digital world is a foreign, exotic land where all they can do is try to adapt. The younger generation who has never known a world before its digitization and digitalization are considered digital natives. Whereas, those who replace old analog media consumption with new digital alternatives are digital immigrants. Digital natives and digital immigrants together demarcate the digital world.

Digital Natives – The Future Of Music Consumption  

It is crucial for music marketers to identify and understand the difference between digital natives and immigrants. MusicPromoToday suggests studying the two groups separately when planning a strategy as the data of both is credible for different purposes and music marketing campaigns. Before jumping into the depths of digitally native music consumers’ minds, you would make a smart move by checking out our ‘Music Marketing Strategies That Are Still Relevant in 2020’ piece. It will help you understand how to successfully use the information on digitally native music consumers in your next digital campaign. 

Finding a way to get inside the minds of digitally native music consumers, understanding their mindset and decisions is a drastically vital resource for figuring out the future of trends. Music marketers can use this information for either creating new trends or for using them to their benefit. To avoid any strategic mistakes, you can read Music Marketing Misconceptions before starting your interaction with digitally native music consumers. 

Data Never Fails

Based on MIDiA Research’s report, digitally natives tend to consume music online with 69% penetration. With 52% penetration, streaming dominated the trends and became the 21st-century musical epoch’s spirit. The natives also show piracy tendencies to reach free content as they found ways to share files through peer-to-peer. A great example is the YouTube stream rippers. Many natives find easier, safer ways of getting free content, and platforms like youtube satisfy them the most. You can learn more about the best music streaming platforms and streaming trends in 3 Essential Platforms That Changed The Music Industry & Will 10X Your Engagement in 2021

Below are other key behaviors mentioned in the report:

  • Online music video and radio are the two most widespread music activities for Digital Natives, both with 69% penetration. 
  • With 52% penetration, streaming is the digital music zeitgeist for Digital Natives.
  • Digital Natives differ from other consumers mostly in their free music activity. 
  • P2P adoption is widespread, but it is a new wave of piracy technologies, such as free music downloader apps and YouTube rippers that appeal most to Digital Natives. 
  • Free music downloader apps are most widely adopted by Brazilian Digital Natives – with 48% penetration – whereas YouTube is popular across all markets. 
  • Music matters to Digital Natives, with 85% stating music is an important part of their life
  • A third of Digital Natives say they do not need to pay for streaming music because they get all they need from YouTube for free.


The studies show that digitally native behavior is changing way faster than music industry products tend to develop, which is a unique phenomenon of trends getting before the technological upgrades revolutionizing the industry quicker than expected. The demand dictates the supply. Digital natives own the future, and music marketers have to consider it to help artists succeed. Dive deeper into Music Trends of 2020: The Future of The Industry to prepare for what is yet to come. 

Useful Sources 

Choosing the right platforms for streaming becomes an even more critical part of the music marketing strategy. Being present across every available platform is crucial. Make sure to zero in on the platforms that: 1) you are active on 2) you like 3) you engage most. This way you are able to convert fans at the best possible rate. 

The following articles will impact your career directly, inform you on the latest trends, inspire and motivate you to market your music in a smart and effective manner. 

Make sure to follow MusicPromoToday’s blog or Instagram and a few credible news sources to keep yourself updated. We are planning on launching our own IGTV live educational videos in 2021!

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