THE WHISKEY STREAM

It took a while, but there are now a handful of Nashville acts racking up big streams. These artists—led by Dan + Shay (1.76m ATD for their self-titled set), Luke Combs (1.7m for What You See Is What You Get) and Morgan Wallen (1.6m for If I Know Me), and also including Sam Hunt (1.4m for Southside), Kane Brown (1.3m for Experiment), Maren Morris (886k for GIRL) and Gabby Barrett (470k for Goldmine)—are mostly on the young side, and their frequent presence on all-format streaming charts reflects the catholic tastes of many of the kids now leaning on the button, as well as the ability of country’s strongest breakouts to swim in the deep end.

Amazon Music remains the dominant platform for country streaming, frequently contributing as much as 50% of a song’s total. Apple Music has recently become more aggressive in this sphere, notably boosting such cuts as Wallen’s “7 Summers,” though its overall share of country streams is currently about 10% behind Spotify. Big streaming numbers have also helped cross breakout singles by Dan + Shay, Morris and Barrett to Pop radio—and that exposure, in turn, has brought more streaming activity. With the CMAs looming, streaming is now a serious factor in the emergence and growth of country stars.