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Luminate Provides Insights On Fans Of Holiday Music.


When it comes to streaming holiday music it probably comes as no surprise that Mariah Carey’s “All I Want for Christmas is You” is the most popular song. Last year the 1994 release accounted for 2.1% of all holiday audio and video streams, or just more than one of every 50 genre streams, Luminate reports.


Luminate also reveals that during the peak week of holiday music consumption (the week ending Dec. 23, 2021), the genre made up approximately 10% of total U.S. streams. Overall, the holiday genre amassed 10.5 billion total audio and video streams in November and December 2021.


Based on 2021 data, the preferred decade for holiday music fans is the 90s, with the 80s and 2020s following closely behind, according to Luminate’s Artist & Genre Tracker. Additionally, these holiday music fans enjoy talk-based audio content. Luminate’s Tracker revealed that holiday music fans spend 44% more time listening to podcasts, 63% more time listening to talk radio, and 83% more time listening to audiobooks compared to the average U.S. consumer (13+).


Luminate’s Entertainment 365 study found that holiday music listeners are more likely to attend and tune into live events like attending the theater (+86%), live streaming music events (+68%), live streaming podcasts (+66%), and attending live music events (+40%).


If you have a holiday music fan on your Christmas list some gift ideas may include alcohol. According to Luminate, holiday music fans over-index in purchasing all types of alcohol except beer. This group also likes luxury goods and is likely planning a vacation – with 93% of those polled more likely to book a trip in the next three months.


Listeners of holiday music are 47% more likely than the average U.S. consumer to say that they would like to gift an NFT to family or friends for the holidays.

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