Just want to share some thoughts, not be negative but to simply recognize that Madonna fans could do better to support her. Seems warner is doing all the right things to promote her lately, but also us fans can make a positive difference and frankly do better. She's never been afraid to move on with the times, but a lot of her fandom actually seems stuck in past and still just play her physical records.
M's streaming numbers for a "legacy artist " are actually pretty extraordinary and have been steadily growing. Being back at warner seemed to be the turning point: they have clearly pushed her songs to ne included in many playlists. Like A Prayer, Material Girl, Popular and Hung up seem push the numbers most . In some ways she is more popular in streaming than ever before.
In modern era, her long term success and keeping the legacy alive greatly depends on streaming. I also believe that in some ways for established artists, streaming can be me more "democratic " way to achieve success. If people listen to it once, it always count when for example radio stations refuse playing her because of her age. If every Madonna fan streams her music actively, also radio stations are more likely to pick up her new music.
She has a HUGE sized cross generational fandom, likely larger than the current generations of pop stars, but a lot of fans don't stream the music much. If all of her actual fandom moved to exclusively streaming her music, it would boost her inclusion on playlist and algorithmic visibility and likely even bring the streaming numbers on par with many of the absolute top current artists. It's saying a lot, but I believe she has potential to even be the top streaming artist.
Most of her streaming numbers will likely always come from people discovering her classics, but also her new material has potential. She does not need a huge modern hit, but I think she is very much capable of having one, if she had similar active streaming fan base as many later generations artists. Collaborations are smart, but actually not necessary for expanding, if all her fans were to move to mostly streaming.
Her fandom should try to organize a bit more and make deliberate attempts to improve her streaming success. I personally try to follow a "buy physical and digital, but stream everything " rule to support her the most. I challenge myself to stream her new material several times a day. Naturally it's not exactly easy to have an organized fandom compared to chronically online fandoms of younger artists, but we could make a better effort. She deserves the numbers to actually reflect her legacy and status.
On the side note, fans can also make a difference online by engaging in a positive way with other online communities and fandoms. All the "diva wars" and negativity should be left in the past. No one is threatening her throne and there is room for multiple pop queens of different generations. Building bridges will always create more engagement than belittling other artists work and impact. I am glad to see, that this seems to an extent have already changed for better organically as for example many Beyonce or Sabrina fans are discovering Madonna online.