The Bulgarian Association of Independent Music Producers, ANMIP-BG, officially presented a new independent national study today on the music listening habits of Bulgarians aged 16–40. The findings were presented during the SoAlive Music Conference (SAMC) in Sofia. The study was conducted by research agency Blue Point in September 2026.

Key findings:

• Music is part of everyday life. 60% of respondents listen to music several times a day, most often to improve their mood (70%) or relax (68%).
• YouTube is the main channel. 82% listen to music on YouTube, and half use it as their primary channel. Audio streaming platforms are used by 45%, with Spotify the clear leader among these users at 72%.
• People come across new music rather than seek it out. Only 17% actively search for new music. More than three-quarters discover it by chance or through platform recommendations.
• Melody makes the difference. Listeners replay a song primarily because of its melody (34%) and rhythm (22%).
• International pop is the most popular genre (64%). It leads the rankings, followed by international hip-hop, rap and trap. Pop-folk is the most listened-to Bulgarian music genre, but it divides audiences: 38% like it, while 32% reject it.
• Concerts are in demand. Almost two-thirds (65%) attended at least one concert in the past year.
• The “DARA effect”. 61% believe DARA’s Eurovision victory will improve the image of Bulgarian performers abroad. 65% believe Bulgaria will do well as the host of Eurovision 2027, while 15% plan to attend in person in Burgas.

“The data shows that Bulgarian audiences want world-class music, and a good melody has more power than any name. Bulgarians clearly believe that we have artists of real merit and can export music that will find support with the right strategy. This is certainly an opportunity and food for thought for independent Bulgarian producers,” said Marko Anastasov, a member of the ANMIP-BG Management Board.

The full study results are available upon request.

Methodology: A quantitative study conducted through an online survey of 500 urban residents aged 16–40 who listen to music at least two to three times a week. The study was conducted by Blue Point in September 2026.

About ANMIP-BG: ANMIP-BG is a leading organisation representing independent music publishers and producers in Bulgaria. Rooted in tradition yet constantly evolving, we champion the independent spirit at the heart of Bulgarian music.