New Study Spotlights Gen Z's Unique Music Consumption Habits (2024)

FAQs

New Study Spotlights Gen Z's Unique Music Consumption Habits? ›

According to the survey, 75% of Gen Zers turn to YouTube when looking for new musical acts. Interestingly, the preference for YouTube drops significantly post-discovery — only 25% of respondents say they use YouTube for regular listening. That's much lower than Spotify (61%), radio (55%) and even CDs (38%).

The ways in which music is consumed are very different. Older generations prefer music through the radio and CDs while Gen Z picks on-demand streaming through their mobile devices. While millennials still stream their music the same way as Gen Z, the music genre preferences are also different.

Gen Z's News Consumption is Mostly Through Social Media

Younger Gen Zers (ages 13-17) have a smaller appetite for news on any platform compared to their older counterparts (ages 18-26). Social platforms are the only exception.

Top 3 Ways Gen Z Discovers new Music: Influencers. Video Games. Audio Streaming Platforms.

According to a recent study by streaming platform Spotify, the most popular genres among Gen Z listeners are a blend of traditional and contemporary styles. "Hip-hop and rap continue to dominate, accounting for over a quarter of total music consumption for this age group," says Wilkins.

Gen Zers are more likely to cite streaming video, streaming music, and playing video games as daily activities compared with the general adult population, per a May 2023 Morning Consult survey. They're also less interested in traditional TV and listening to the radio.

Research shows that Gen Z tends to be very reflective. Like everybody, they want a sense of belonging, so listening to music that reflects their mood isn't going to stop just because it's summer. It's probably a habit that's trending all year amongst that generation.

They often prefer active learning experiences over passive ones. Self-Directed Learning: Gen Z values autonomy in their learning. They are more likely to seek out information and resources independently. Online platforms, search engines, and social media play a significant role in their self-directed learning journeys.

Generation Z has more conservative spending habits and is more focused on saving money than millennials were at their age. Gen Z tends to be interested in purchases that provide the maximum amount of value for their money, while millennials are more focused on the buying experience.

More about Gen Z

Companies should be attuned to three implications for this generation: consumption as access rather than possession, consumption as an expression of individual identity, and consumption as a matter of ethical concern.

Why are Gen Z so nostalgic? ›

Living in a time of polarized politics, declining mental health, inflation and an overall sense of uncertainty has caused Gen Z to long for the good old days — times that seemed simpler than our current world, romanticized or not.

The Music & Moods of Gen Z​

While Millennials and Gen X listen predominantly to '90s music, 29% of Gen Z prefer to listen to '90s music over 23% to 2000s music.

More than one-third of Gen Z respondents shared that Beyoncé's exploration of country music has inspired them to check out other country music subgenres and artists. But that's not all. 62% of country music fans listened to Beyoncé prior to the release of Cowboy Carter and its accompanying singles.

But this generation is not just about the music. They value individuality and authenticity. They reject the mainstream and seek out lesser-known artists. They appreciate musicians who use their platform for social justice and activism.

Gen Z Singer-Songwriters are known for their authenticity and vulnerability, with artists like Billie Eilish, Olivia Rodrigo, and Clairo leading the way.

98% of Gen Z listen to Audio daily. And 'radio first' is how they operate. More than a third say that they were first a radio listener and then started streaming radio stations online. Me-time, content curation, and host connection are some of the biggest reasons why Gen Z has a soft spot for Radio.

1. Embrace Gen Z's quest for depth. Younger audiences crave content that scratches beneath the surface, seeking music and podcasts that offer depth and provoke dialogue. Brands can leverage this with podcast ads that speak to these priorities, or playlist ads that align with moments like Study or Focus.

A recent survey exploring music listening and buying behaviour has revealed that the proportion of people listening to physical music is greatest amongst Generation Z (ages 18-24).