Streaming music has been growing its audience steadily around the world. The latest data dive shows the approach also gaining traction in Ireland. Research from Kantar Media’s TGI study found that 36% of adults in Ireland are listening to streaming music services. That’s up from 20% consuming music this way two years ago for a total audience of about 1.3 million people.

The Irish audience for streaming is more than three times more likely to be aged 15-24. Kantar’s TGI report found that streaming listeners are more likely than the average adult to seek out new experiences. The results showed these individuals to be 80% more likely to like to listen to new bands. They also identified themselves as 85% more likely to buy products from companies that sponsor exhibitions or music events. Streaming listeners are also heavy Internet and movie consumers.