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Over 50% of U.S. Internet Users Now Pay for a Music Streaming Service

Music streaming U.S. subscribers totaled 109 million in 2023, according to MusicWatch's annual study. That amounts to 50% of U.S. internet users.

Not long ago, MusicWatch principal Russ Crupnick noticed a change in the reasons why people paid for subscription services. Early subscription adopters were heavy users who found value in features such as playlists, connecting to their social networks and recommendations. Then, about five years ago, Crupnick found new subscribers’ reasons for paying a monthly fee started to change.

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