New MIDiA Research Data Shows Why Virality Is Not Building Fandom (in Music)
In Q4 2025, MIDiA published “All eyes, No ears: Why virality is not building fandom”.
This new report examines the limitations of music discovery on social media and why on-platform exposure often isn’t leading to more streams or fans for artists – especially among younger consumers.
The full MIDA report can be accessed here: Get Report >>>
[3 Min Read]
MIDiA Research’s report “All Eyes, No Ears: Why Virality Is Not Building Fandom” reveals that while social media, especially TikTok, drives music and artist exposure, it rarely converts into sustained listening or fandom.
Based on a survey of 10,000 global consumers, the research highlights that nearly half of listeners don’t stream songs they hear on social platforms, with 16–24-year-olds particularly disengaged. Although social apps fuel viral moments, their competitive pull on attention spans limits follow-through on streaming platforms. TikTok shows the weakest conversion: only a quarter of users who discovered an artist there go on to listen to more of their music.
The MIDiA report emphasises that where music discovery happens shapes fan depth; listeners who find songs on streaming services are far more likely to continue exploring an artist’s work than those who first encounter a short social clip. YouTube remains the leading discovery channel, while TikTok lags in loyalty-building. Still, there’s optimism: over half of younger consumers say they’re more eager than before to discover new music. This is the engagement and growth opportunity !
MIDiA concludes that artists, rights holders and platforms must rethink how to turn fleeting virality into lasting audience relationships.
It’s Global Already, Baby !
Around the world, fandom is shifting from passive listening to active community participation and nowhere is this more visible than in Asia, Latin America and English-speaking markets. In Asia, K‑Pop, J‑Pop and C‑Pop fan cultures show how coordinated streaming, fan clubs on platforms like WeVerse, LINE and WeChat, and fan-led translation communities can drive sustained engagement, ticket sales and merchandise demand well beyond a single viral hit.
In Latin America, música urbana, regional mexicano and pop fandoms are increasingly organised on WhatsApp, Instagram and TikTok, where superfans share playlists, organise listening parties and mobilise around tours and brand partnerships, turning local passion into measurable commercial outcomes.
In English-speaking markets such as the UK, US, Canada and Australia, fandom is evolving from simple “followers” into more structured fan communities across Discord, Reddit, Patreon and dedicated membership platforms. Here, fans expect deeper access—behind‑the‑scenes content, early listens, live Q&As and exclusive drops—which in turn drives higher ARPU, more resilient ticket demand and longer‑term loyalty than algorithmic virality alone can provide.
As global fandom behaviours converge, the common thread is clear: artists, labels and platforms that intentionally build and measure fan communities, across languages, markets and platforms, are better positioned to convert visibility into durable revenue and long‑term artist careers.
You Can’t Optimise Anything You Can’t Measure
As fandom increasingly drives the value of the music and creator economy, the ability to measure authentic fan connections in real-time is becoming critical. Without timely insight into who true fans are on a scale, who are not fans and how they engage beyond surface metrics, such as views or follows, artists and platforms risk missing opportunities to deepen loyalty and community participation. Conversely, those who invest in intelligent fandom measurement can unlock new pathways for sustainable growth, stronger artist–fan bonds and more resilient creative ecosystems.
Explore how FandomIQ uses AI to power its Fandometrics