Meta touts Instagram as music superfan hub in new Luminate study

A new study commissioned by Meta from analytics firm Luminate positions Instagram as the music industry’s most concentrated superfan environment after YouTube, with 58% of music superfans using the platform to engage with artists and nearly one in three of its daily music engagers qualifying as a superfan. The research, which drew on 739 randomly sampled artists, a survey of 4,041 US listeners and a quasi-experimental analysis of streaming data, also found that artists whose streaming growth is strongly correlated with Instagram engagement saw median streaming volumes grow 23% year-over-year between Q2 2024 and Q2 2025, compared with 3% for the broader artist population — though the study does not establish that Instagram activity caused that growth. The report, which you can read in full here, found that Meta’s Activation program — which pairs labels and publishers with Instagram’s Reels ad infrastructure — independently drove off-platform streaming by roughly 10% in the week an activation launched and the four weeks after.” “We find strong evidence that Instagram’s program is effective in driving growth of an artist’s off-platform streaming,” according to the report. The report cited Alex Warren‘s song Ordinary as a case study. The song, released in February 2025, gained
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