SoundCloud Unveils the First Music Intelligence Report

For years, SoundCloud has been an absolute powerhouse for music and artist discovery. A 2024 survey by the music data company Viberate revealed that 51% of A&Rs had previously discovered new artists on SoundCloud, who later became commercially successful. There are also many Grammy-nominated and winning artists whose journeys famously began on SoundCloud, including Fred Again..., Doja Cat, Post Malone, Lil Nas X, Kehlani, and Billie Eilish.

Now, the streaming company continues to highlight its role as a music and artist discovery platform in its Music Intelligence Report. The industry trend in recent years is clear: listeners are less captivated by new songs. As Luminate’s 2024 End-Year Report demonstrates, the share of ear-time for current music has steadily decreased, falling from 27.8% in 2022 to 27.3% in 2023, and then to 26.7% in 2024. Additionally, in 2024, the consumption of catalog albums—those released more than 18 months ago—has increased by 6.5%, more than twice as fast as the consumption of current albums.

However, this trend doesn’t apply to SoundCloud users—at least not to the same degree. According to the Music Intelligence Report, music released on the platform in the last 18 months accounted for 46.5% of platform listening, nearly double the industry average of 26.7%. SoundCloud believes this clearly demonstrates the value of its listeners, who appreciate contemporary music, helping emerging artists and new sounds gain traction more quickly.

Naturally, SoundCloud faces intense competition, particularly among young listeners who primarily associate new music discovery with short-form video and social media platforms like TikTok and Instagram, as well as major streaming services such as Spotify and Apple Music. In particular, TikTok has played a significant role in this conversation. However, music insiders believe that the existence of short-form video platforms and social media networks does not diminish the importance of a service like SoundCloud.

“In today’s landscape dominated by TikTok and Instagram, SoundCloud remains a critical launchpad for Gen-Z’s emerging cult favorites,” says Corey Goldglit, A&R manager at the music distribution company Too Lost. “While social media fuels trends, and Spotify fuels hits, SoundCloud continues to be where devoted fans first discover raw, innovative talent like Fakemink, OsamaSon, 1oneam, and Nettspend.”

SoundCloud’s influence has been particularly significant in the electronic and rap genres, best known for establishing rappers and electronic producers. However, the Music Intelligence Report emphasizes the platform’s value across other genres as well. Rock & metal, reggaeton, long-form, country & folk, and R&B & soul are all experiencing significant growth in listening on SoundCloud, with up-and-coming artists continually pushing the boundaries between genres and experimenting with new and unique sounds.

In the US, hip-hop continues to reign supreme. However, its dominance has been gradually cooling down, allowing electronic music to gain even more traction and Latin music to flourish, mainly due to the ascent of reggaeton and regional Mexican scenes.

In the UK, hip-hop and electronic music accounted for the largest shares of plays. Meanwhile, rock and folk are on the rise, reflecting listeners’ renewed interest in subgenres such as shoegaze, nu metal, and others.

Country and folk are among the genres that have seen a surge in popularity globally, with downloads of this music on SoundCloud increasing by 50% over the past two years and streams on the platform growing by 15%. “These scenes are attracting people [on SoundCloud] who have always been into it, but also engaging a new group of people who are discovering these sounds,” says Wyatt Marshall, SoundCloud’s director of music intelligence.

In its report, the platform further highlights the resurgence of UK garage and bassline, as well as the growth of minimal and tech house. While UK garage and bassline, primarily popular in the UK, US, AU, and DE, have recorded a 30% increase in global plays and are projected to rise by an additional 20%, minimal and tech house, one of the leading scenes in the UK, has experienced a 40% increase in plays in the US and 15% in Germany. Genres and sounds expected to gain more traction in 2025 include Vinahouse (Vietnamese club music), Brazilian plugg, and the previously mentioned shoegaze, which has been enjoying a revival on TikTok.