Streaming is encouraging sales of vinyl and of other physical supports. According to a research by ICM Unlimited, music and video streaming is driving vinyl sales – 45% of vinyl buyers said they had streamed an album and then bought the vinyl.
Three quarters of all music purchasers buy music online, with Amazon being the favorite online shop. Surprisingly, only half of those who bought vinyl in the last month have a turntable; in fact, most of vinyl buyers describe themselves as “vinyl collectors”. Vinyl and other physical supports are still popular among music lovers because of their tangible aspect, their physicality is a draw for most people.
