Those figures come from the Digital Media Association’s (DIMA’s) 2026 annual report, which doubles as something of a policy guide for the trade organization. And as DIMA reps platforms including Spotify and Apple Music, the nature of these outlined policies won’t come as a surprise.

(Just in passing, “DIMA continues to seek a more efficient and effective PRO system”; the actions of Canada’s CRTC “risk undermining the tremendous success story of streaming in transforming its domestic music industry”; and DIMA remains vehemently opposed to Quebec’s Bill 109, the report reiterates.)

Nor will the presence of stats framed in a way that might not be impartial; “in the U.S., 94% like or love their service,” to name one.

Nevertheless, the resource isn’t without interesting findings. Regarding methodology, it bears emphasizing that the report draws from a MusicWatch survey of 3,518 individuals, ages 13 to 70, in the U.S. between October and November 2024. Of course, quite a bit, including multiple platforms’ pricing, has changed since then.

Update (6/10): After this piece was published, MusicWatch reached out and indicated that the U.S. data had likewise been collected in late 2025 and early 2026.

However, the DIMA report itself specifies that “MusicWatch surveyed 3518 respondents aged 13-70 between October 24 and November 17, 2024” and notes that “[t]he sample was weighted and projected to represent U.S. internet using population”. 

(The report also contains global stats about the streaming markets of Canada, Quebec itself, Brazil, Chile, and Mexico. And this data reflects the responses of 1,000 individuals, ages 18 to 70, who were surveyed in each of the nations between December 2025 and January 2026.)

That total rises to $614 for the average on-demand subscriber, who is said to account for 70% “of every dollar spend on recorded music, subs, live, and merch” alike. For permanent downloads, paid subscribers’ overall share of spending sits at 75%, against 58% for vinyl, 68% for merch, and 66% for live, per the resource.

Though positive at a glance, the stats raise the initially noted question; with subscriber growth slowing in established markets, what’s the most effective approach to improving monetization from current paid users? Moreover, as price bumps factor prominently into the strategy, is it possible to simultaneously convert free users into subscribers?

Time will tell, but at the top level, the continued rollout of AI tools, livestreams, and more come to mind as potential steps to make progress on both the ad-supported and Premium sides. (Boosting freemium’s revenue contribution has thus far proven difficult.)

On this front, DIMA’s report identifies four features that “stood out amongst the rest” in participants’ responses about what they’d like to see DSPs add next.

Improved audio quality led the pack with 76% of respondents expressing interest – which would make sense if the survey was conducted before Spotify finally made its upgrade official. But based on MusicWatch’s clarification, this might not have been the case.

In any event, 72% of respondents expressed interest in short-form clips as well as early access concert tickets, and subscriber-exclusive content finished at 70%.