Artist Insights · Internal Use Only
Streaming, audience, social — a full picture of where the artist is right now.
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5 Things to Know
Four years of streaming history. US and global trend together, with spikes around new releases. The floor has risen from ~1K weekly (early 2022) to 250–330K (current). Global peaked at 1.45M the week of July 17, 2025.
The catalog story: My Little White Pony and My Barn My Rules (both 2022) have been consistent performers for years. ONLY THE BEST (Feb 2026) is the most recent spike. New releases drive peaks; catalog sustains the baseline.
Debut sizes are accelerating. The last three releases have all opened above 100K — a new tier compared to 2023–2024 debut levels.
| Platform | Share | Index |
|---|---|---|
| Spotify | 69.0% | 126 |
| Apple | 24.2% | 79 |
| Amazon | 4.9% | 49 |
| SoundCloud | 0.9% | 279 |
| Deezer | 0.6% | 125 |
| Pandora | 0.0% | 1 |
Spotify-heavy at 69%. SoundCloud over-indexes at 279 despite tiny share — consistent with the electronic/hyperpop lane where SoundCloud remains a discovery platform.
| Market | Share | Index |
|---|---|---|
| USA | 55.5% | 118 |
| Great Britain | 6.1% | 98 |
| Germany | 4.8% | 145 |
| Canada | 3.5% | 80 |
| France | 2.7% | 148 |
| Brazil | 2.6% | 93 |
| Australia | 2.5% | 79 |
| Mexico | 2.1% | 34 |
| Poland | 1.8% | 167 |
| Netherlands | 1.7% | 155 |
| Denmark | 1.0% | 263 |
| Market | Share | Index |
|---|---|---|
| Los Angeles | 17.1% | 221 |
| New York | 11.5% | 163 |
| SF / Oakland | 5.6% | 186 |
| Chicago | 5.3% | 125 |
| Washington, DC | 2.8% | 94 |
| Dallas-Ft. Worth | 2.7% | 70 |
| Boston | 2.5% | 101 |
| Seattle | 2.3% | 128 |
| Philadelphia | 2.3% | 78 |
| Houston | 2.2% | 79 |
USA shows as 55.5% of streams in Spotify market data vs. 35% of global ODA across all platforms — the gap likely reflects Spotify skew (69% of US partner share) vs. all-platform ODA. Worth confirming methodology with Strategic Analytics. Internationally, the strongest over-indexing markets are European electronic hubs: Denmark (263), Poland (167), Netherlands (155), France (148), Germany (145). In the US, the coastal cities lead: LA (221), SF (186), NY (163), Seattle (128).
28–34 core (34%, 170)
23–27: 29% · 35–44: 20%
13–17: 0% (5)
44%F / 49%M
28–34 core (31%, 158)
23–27: 27% · 35–44: 21%
45+: 13% (127)
41%F / 53%M
18–24 core (40%, 138)
25–34: 45% · 13–17: 6%
57%F / 43%M
Streaming audience centers on 28–34, near-even gender. Instagram skews younger (18–24 core) and more female (57%). The visual/social audience is a different shape than the streaming audience.
| Ethnicity | Share |
|---|---|
| White / Caucasian | 78% |
| Asian | 10% |
| Hispanic | 9% |
| Black / African American | 4% |
| Language | Share |
|---|---|
| English | 73% |
| Spanish | 9% |
| German | 6% |
| French | 4% |
| Portuguese | 1% |
Fans Also Like
Hyperpop, experimental electronic, PC Music orbit. Internet-native, genre-fluid, aesthetically confrontational.
Pop is the largest genre by share (29.5%), but the index tells a different story. Techno indexes at 6,795 and Dance/Electronic at 318 — these are the genres this audience gravitates toward disproportionately relative to the average listener.
Active nightlife participants who organize social lives around club nights and festivals. Creative output is constant — DIY costumes, mix curation, meme production. Many maintain dual identities between a professional daytime life and an expressive, uninhibited nighttime persona.
Berghain; Dekmantel; DIY costume workshops; thrift flipping; club photography; SoundCloud mix curation
Drawn to content that blends absurdist humor with visual spectacle. Prefer media that rewards repeat viewing and doesn’t take itself seriously. Strong appetite for music docs and competition formats that spotlight subcultures.
TV: Drag Race, I Think You Should Leave, Euphoria; Movies: Climax, Bodies Bodies Bodies, Zoolander; Podcasts: Boiler Room Broadcast, Las Culturistas
Maximalist, playful, costume-forward. Show outfits are a creative project — cowgirl hats, pitchforks, sequined farm gear. Day-to-day style leans Y2K revival: baby tees, arm warmers, platform boots. Color palettes are saturated and clashing. Rejects minimalism.
MSCHF; iamgia; Dolls Kill; custom cowgirl boots; thrifted Y2K; rave utility vests; ironic slogan tees
Freedom of expression is non-negotiable. Strong identification with queer culture and safe-space nightlife. Anti-snob — skeptical of gatekeeping in electronic music, drawn to artists who make underground genres accessible. Community is built through shared absurdity rather than shared taste.
Queer club nights; anti-gatekeeping ethos; costume as identity; community through absurdism
TikTok is the discovery engine — set clips, fan edits, ironic commentary. Instagram is the relationship layer — BTS content, outfit reveals, fan interaction. SoundCloud retains cultural currency for unreleased edits and bootleg remixes. Reddit and Discord function as community hubs for coordinating show outfits and sharing bootleg recordings.
TikTok sounds; IG Reels; SoundCloud bootlegs; Reddit r/hyperpop; Discord fan servers; Resident Advisor
Gravitates toward brands with humor, irreverence, and visual boldness. Internet-native brands that blur product and cultural commentary. Skeptical of luxury but responsive to brands that participate in subculture authentically. Festival and nightlife brands carry weight; traditional fashion houses do not unless subverted.
MSCHF; Liquid Death; Starface; Crocs (ironic); Boiler Room; Live From Earth; Jägermeister (nightlife context)
Source: Web research + audience analysis · Psychographic spec v1
Artist Insights — horsegiirL — March 16, 2026
Data: Strategic Analytics · Internal Use Only
Luminate · Spotify Internal · Chartmetric
TikTok has grown nearly 4x faster than Instagram by YoY percentage and has surpassed it in absolute followers (401K vs 310K). Instagram engagement at 10.0% is nearly double benchmark; TikTok engagement at 2.7% is less than a third.