Music analytics firm Chartmetric has published the third and final part of its analysis on Covid-19’s impact on music consumption.
The study focuses on livestreams, and the extent to which they boosted artists’ social media followings. The conclusion: yes they did.
Chartmetric says that “live streams scheduled by artists from their own channels generated significant lift in follower growth” while “artists making guest appearances on other artists’ live streams also saw meaningful engagement lifts, though perhaps not as substantial as consistent live streamers”.
The study is based on a relatively small sample group: 12 artists with decent followings who livestreamed regularly, with some of them compared to similar-genre artists who had not been livestreaming to explore the effects.
Read the full post here to see some of the data on how the likes of Erykah Badu, Jill Scott, Tory Lanez, Metallica, H.E.R., Diplo, Charli XCX and Miley Cyrus fared in terms of boosts to Instagram followers and YouTube streams.