New data from British music body the BPI suggests that dance music is the genre growing fastest on streaming services.
It claims UK audio streams of dance tracks are up 107% year-on-year for the January-October period, compared to 104% for contemporary urban, and 91% for pop.
The growth in streams for the entire market is 78% so far this year, which means that rock (64%), classical (58%) and MOR / easy listening (40%) are under-indexing.
The BPI also commissioned research firm AudienceNet to survey fans, and claims that dance buyers are twice as likely to subscribe to a music streaming service than fans of other genres.
“The dance audience is incredibly engaged, knowledgeable and passionate, as these new findings show. They are eager to discover new music using a variety of platforms, tend to invest more and are more likely to subscribe to streaming services,” said BPI boss Geoff Taylor.