How Social Media and Streaming Keep Some Songs Alive Forever

The world of music streaming has brought some unexpected surprises. While fans might assume that Michael Jackson or Prince dominate historical streaming charts, data from Spotify tells a different story. In a recent episode of the Trapital Podcast, host Dan Runcie and guest Zack O’Malley Greenburg broke down the biggest surprises in streaming history, highlighting how certain songs endure and why catalog sales sometimes don’t align with actual listener habits.

The Most Streamed Songs Aren’t Always What You’d Expect

One of the biggest shocks in streaming history is that the most streamed song from the 1980s is not a Michael Jackson hit, but rather “Every Breath You Take” by The Police. The track, which has over 2.4 billion streams, continues to pull in nearly two million streams per day. Jackson’s Billie Jean, in comparison, has 2 billion total streams but averages a lower daily count.

Dan Runcie noted how surprising this was: “The fact that it wasn’t ‘Thriller’ or ‘Billie Jean’ and that it was ‘Every Breath You Take’ really did surprise me.” Greenburg added that part of the reason could be the song’s continued resonance, especially in the UK, where The Police’s influence remains strong.

Similar surprises show up in the 2000s. Many might expect the top-streamed song from that era to be from Eminem, Beyoncé, or Coldplay. But instead, The Killers’ “Mr. Brightside” ranks among the top three most-streamed songs from the 2000s, a fact that stunned Runcie. The song has racked up over 2.4 billion streams, outperforming other expected hits like In the End by Linkin Park or How You Remind Me by Nickelback. Greenburg noted that while Mr. Brightside may not have been the most obvious choice, it’s become a staple in karaoke and stadium anthems, helping it maintain longevity.

Beyond just numbers, there’s a cultural significance attached to Mr. Brightside. The song has anthemic qualities, a sing-along chorus, and a nostalgic pull that continues to resonate with fans. The UK’s influence in breaking the song initially is another factor in its longevity. Many viral moments and sports events have kept the song in the public consciousness.

The Power of Lean-Back Listening and Global Influence

Another surprising takeaway from the streaming era is that songs that are easy to listen to repeatedly tend to dominate Spotify. This is why Coldplay is one of the biggest beneficiaries of the streaming boom. Tracks like Yellow and Viva La Vida have surpassed 2.5 billion streams, despite not being as radio-dominant as rap and pop songs of the same era.

Greenburg explained: “If you look at my most played artists or most played songs, it’s a lot of Coldplay because I find I can write to it. Their music is ethereal and relaxing—it doesn’t distract.” Runcie added that Spotify’s core listening behavior leans toward chill, background-friendly tracks, which might explain Coldplay’s dominance over more lyrically dense hip-hop songs.

Streaming data also highlights the importance of regionality. Kendrick Lamar’s Not Like Us was the most-streamed song in the U.S. but didn’t even make the global top 10. The reason? Runcie believes it’s because diss tracks are deeply embedded in American hip-hop culture but don’t always translate globally. Unlike a pop anthem, which can be easily enjoyed without context, Not Like Us is filled with references and wordplay that require familiarity with the Kendrick-Drake feud.

TikTok’s Role in Resurrecting Songs

TikTok and social media have also played an undeniable role in boosting unexpected tracks. Sweater Weather by The Neighbourhood, a song from 2012, is the seventh most-streamed song of all time on Spotify thanks to its virality on TikTok. Similarly, Teddy Swims’ Lose Control became the most-played radio song in 2024, even though many music fans wouldn’t be able to name the artist offhand.

Greenburg was shocked by the impact of Lose Control: “I texted my cousin about it, and she said only people under 25 really love that song. Yet, it dominated radio—maybe because stations are trying to appeal to a younger audience to stay relevant.”

The virality of songs like Sweater Weather and Lose Control signals a shift in how music finds a second life. TikTok trends, memes, and social media-driven nostalgia cycles have allowed songs that may not have had traditional chart success to thrive years later. The algorithmic nature of streaming also plays a role, as viral moments can push older songs into millions of fresh playlists overnight.

The Disconnect Between Catalog Sales and Streaming

One of the most striking takeaways from the data is that while legacy catalogs like Michael Jackson’s and Queen’s continue to sell for nine figures, music recorded before 2000 makes up only 10% of total streaming.

Runcie broke it down: “The entire previous history of music accounts for just 10% of total streams. If you compare that to catalog sales, where older music is valued in the billions, the numbers don’t quite match up.”

Coldplay, which still actively tours, could be one of the biggest catalog winners in the coming decades. With over a dozen songs surpassing 100 million streams each, their catalog has proven to have staying power in a way that even some of the most legendary rock bands haven’t.

There’s also a generational shift happening. Younger listeners, who make up the majority of streaming platform users, tend to consume more recent music. With an ever-growing influx of new artists, classic rock and older pop songs struggle to maintain dominance in the digital space. However, with the right viral push, some legacy songs manage to reclaim their place, as seen with Bohemian Rhapsody or Running Up That Hill by Kate Bush after TV and TikTok exposure.

Will Today’s Artists Have Staying Power?

With modern artists like The Weeknd, Taylor Swift, and Drake dominating today’s streaming charts, the question remains: Will their music have the same longevity as artists from previous generations? Data suggests that the most streamed artists of each decade account for a smaller share of the total music industry as independent and niche artists gain traction.

While some, like Kendrick Lamar, dominate in their moment, it remains to be seen whether their catalogs will continue to be worth billions in the decades to come. Meanwhile, timeless, easy-to-digest songs like Mr. Brightside and Yellow seem to have cracked the formula for longevity in the streaming era.

The evolving landscape of streaming, combined with social media influence, presents an ongoing challenge for predicting what will remain timeless. Whether today’s top stars can maintain relevance for decades or if new tech-driven consumption habits will redefine the concept of classic hits remains an open-ended question.

As the music industry continues to evolve, one thing is clear: streaming has reshaped what it means for a song to truly stand the test of time.