The Power of Youth: How Digital Music Streaming is Fueling Record-Breaking Album Sales

Oh, snap! Can you believe it’s been almost four years since we all became obsessed with that catchy tune about an apologetic Canadian? That’s right, I’m talking about Justin Bieber’s massive 2015 hit, “Sorry” (You can hum it in your head, we won’t judge!). As time passes, we all inevitably grow older and, apparently, wiser. Let’s be honest, we never thought we’d see the day when Biebs would become the youngest solo artist to have seven chart-topping albums! Someone cue that “started from the bottom, now we here” track!

But, wait, what does it take for our favorite artists to consistently drop bangers that reach the summit of the Billboard 200? We can already hear the musicians in the crowd shouting, “Hard work, dedication, and, oh, a bit of good ol’ fashioned luck!” Well, yeah, you’re not wrong, but it seems like the internet may also have something to do with this era of youthful chart-toppers.

Now, if you’re one of those people who has a browser history full of song lyric searches and can spend hours upon hours watching music videos (while wondering, “Whoa, how’d they do that?”), this little revelation probably doesn’t surprise you. I mean, when was the last time you physically bought a CD? (If you have an extensive CD collection, then maybe ignore that question). The point is, it’s no secret that we now rely on digital music consumption to fulfill our daily soundtrack needs, whether it’s Spotify, Apple Music, YouTube, or that random site you stumbled upon at 3 a.m.

According to a report by Nielsen Music, album sales took a nosedive (ouch!) in the U.S. by around 18.2% in 2018. But wait! Music lovers aren’t slowing down; we’re just swapping our trips to record stores with speedy streaming. In the same report, Nielsen Music mentioned that on-demand audio streams had a jump of 49% that same year! Seriously, people, that’s like 900 billion songs being played back-to-back in just the U.S.! Yeah, we know what you’re thinking: “Hold up! What does this have to do with our youthful artists?”

Well, you impatient and music-loving souls, here’s the deal. Remember when your grandma used to buy that smooth jazz CD or those “Now That’s What I Call Music!” volumes that never seemed to end? Yup, that’s not happening anymore (unless, of course, grandma is now tech-savvy). Instead, a study found that young people, who now make up the majority of digital music listeners, are essentially fueling the record-breaking album sales. So, while your granny may not know a Justin Bieber from a Post Malone, her 16-year-old grandchild is giving their streaming service a run for its money. Talk about the power of the youth!

And in case you’re curious about how this has affected the industry, the age of the average artist is taking a dip. Gone are the days of crowning an album queen or king after a decade-long wait for their 8th album (no offense, seasoned legends!). Our digital era artists now have to work in overdrive, drop major hits frequently, and grab the attention of their teen and 20-something audiences. The age of the youngest chart-toppers in Billboard history includes the likes of the legendary Stevie Wonder and current pop phenomenon Billie Eilish. Can we just say that being 17 and breaking records is quite an accomplishment?!

So, let’s give it up for the internet, our magical world of digital music streaming, and all those young and incredibly talented artists breaking barriers, creating art, and changing the game. To quote our buddy Drake (who also made the list of the youngest chart-toppers): “What a time to be alive.”

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