Duetti recently released their 2025 Music economics report, publishing data and key insights about the music industry. While the report contains much more information, the main takeaway from this report is that social media virality is far less common and even less financially meaningful than many believe.
According to the company’s study on 6 million proprietary songs, only 1.14% of the tracks went viral. Of those, just 0.11% maintained that momentum for more than six months. The findings indicate that while virality can generate short-term boosts in streams and visibility, they rarely translate into sustained revenue growth. Rather, it found that tracks with steady growth are 60% more likely to continue generating streams and revenue in the long run.
The findings reveal that viral attention does not necessarily translate into sustained catalogue growth. Songs that trend on short-form platforms experience temporary boosts. However, those gains often amount to nothing in the long run without follow-up releases and audience engagement. In contrast, independent artists who focused on frequent and strategically timed releases reportedly earned about 20% higher revenue than those who relied primarily on a single viral hit. The research also points to early audience growth on platforms like YouTube as being more closely linked to long-term catalogue durability.
At a time where going viral seems like the only way to break into the industry, this data suggests that virality is more of a marketing strategy than a breakthrough. For independent musicians, the findings show that consistency, catalogue depth and audience retention remain stronger indicators of financial sustainability than being internet famous.
You can find a few ways to create a strong brand as a musician on Instagram here and some must-have pages for your artist website here.
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