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By Ajay Kalia
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After 60 years of research, it's conventional wisdom: As people get older, they stop keeping up with popular music.
Whether it's because the demands of parenthood and careers mean devoting less time to pop culture, or they've succumbed to good old-fashioned taste freeze, music fans beyond a certain age seem to reach a point where their tastes have "matured."
That's why the organizers of the Super Bowl—with a median viewer age of 44—were smart to balance their Katy Perry-headlined halftime show with a showing by Missy Elliott.
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Spotify listener data offer a sliced and diced view of each user's streams. This lets us measure when this effect begins, how quickly it develops and how it's impacted by demographic factors.
For this study, I started with individual listening data from U.S. Spotify users and combined that with Echo Nest artist popularity data to generate a metric for the average popularity of the artists a listener streamed in 2014. With that score per user, we can compute a median across all users of a specific age and demographic profile.
What I found, on average:
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