Deep Dive: Unwrapping Today’s Christmas Music Market

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The latest Billboard Deep Dive examines the streaming era’s top holiday hits, the strategies behind them and the Christmas music retail market.

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While record labels and retailers of physical Christmas music wait to see if one of this year’s new holiday albums will catch fire and drive sales by mid-December, industry sources say that this year’s Christmas-music streaming activity is off to a slow start.For more information on Billboard‘s “Unwrapping Today’s Christmas Music Market” special Deep Dive report,

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I've always loved Christmas music. It reminds us the joy of life and invites to love and serenity. It's the season of giving, sharing and gratitude. A special song for me this year is Dimash's Ave Maria, makes me enter the XMAS spirit. Dimash_AveMaria

You must know one thing. Mariah propelled Christmas songs that never made a top 10 finally did. Thanks to her influence and her power in the networks, she built immortal classics such as All I want for Christmas is you. A true legend!

I dnt think there's strategy for alliwantforchristmasisyou . It's just simply addictive, cheerful song that is loved by general public!! 🤷

Happy Christmas To All. ❤️🧡🤎💙💚💜

Mariah made it a profitable market and everyone is trying to duplicate what she has. The End.

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