At a time when music consumption is fragmented between streaming and social media, a study conducted by Meta and Luminate shows that Instagram is emerging as the key tool for identifying and monetizing « superfans. » The study also reveals that a few thousand highly engaged listeners generate more value than millions of streams, prompting labels and artists to rethink their strategies. Music consumption is now fragmented across various social media platforms, with dominant streaming services like Spotify leading the way, followed by Apple Music, Amazon, Deezer in France, and others. TikTok is positioning itself as a driving force in pop culture, while YouTube benefits…
