Music Engagement Study 2026: more time dedicated to music in Italy

Streaming and social media play a central role in discovering new artists

Growing demand for transparency on the use of artificial intelligence 

The report can be downloaded here

The relationship between music and the Italian public has never been stronger, as the Music Engagement Study 2026 reveals: it’s the new research by FIMI, the Italian body of Recording Music Industry, which provides an updated snapshot of Italians’ listening habits and the role music plays in their everyday lives.

The study, conducted by Sparks of Fire Consulting for FIMI, highlights how music continues to hold a central place in Italians’ cultural experience. Over the past year, the average time spent listening has reached 21.9 hours per week, up 15% compared to five years ago. A significant share of this consumption takes place through digital platforms: around half of all listening is concentrated on audio and video streaming services, which are the main access channels for music.

Alongside listening habits, the research also shows how the way Italians discover new music is increasingly influenced by digital and social environments. While radio and word of mouth remain key channels for older generations, social media plays a decisive role among younger consumers, with TikTok standing out as one of the main drivers. This confirms the growing overlap between music consumption and digital entertainment platforms.

The report also highlights the economic relevance of music for Italian consumers, with an average monthly spend of €57 on music-related products and experiences. This figure rises significantly among younger consumers and reaches even higher levels among superfans – a segment that represents 12% of consumers in Italy – confirming the strong economic and cultural value of music engagement.

Music also clearly emerges as a source of personal and social well-being: most Italians, across all age groups, recognize its positive impact on mental health and everyday well-being, emphasizing its ability to promote relaxation and help manage anxiety and stress.

The study also explored the relationship between music and artificial intelligence: while Italians are attentive to the opportunities offered by new technologies, they strongly emphasize the importance of preserving human creativity. They believe that human contribution is essential in the music creation process and support the introduction of clear rules regarding transparency, labelling of AI-generated content and the use of copyrighted works for training AI systems.

“The Music Engagement Study 2026 confirms that music is a structural element of the country’s cultural and social life, capable of accompanying people throughout the day, contributing significantly to their individual well-being, and evolving alongside technologies and consumption methods. The results show a dynamic sector in which innovation and creativity continue to be the pillars of the music industry’s development,” said Enzo Mazza.

The research was conducted by Sparks of Fire Consulting for FIMI on a representative sample of over 1,600 individuals aged 16 to 64, interviewed in Italy in January 2026.