YPulse has told you that Gen Z is using social media to listen to music more than streaming services—but what you really might not expect is how big an impact video games are having on their music habits. Sure, TikTok being an audio-driven video platform making waves in popular music makes sense, especially given nearly 70% of Gen Z use it. But 96% of Gen Z play video games in some capacity, with 68% playing weekly or more on a mobile device and 53% playing weekly or more on console. Clearly, they’re largely impactful, too, and brands should not rule out their potential for music influence. We know music and gaming are high up on the list of things Gen Z loves: they’re two of their top hobbies and top ways they spend their free time. Now, it’s time to look at the crossover, and see just how music in video games is connecting with Gen Z. Data from our Music report and our Gaming report shows video games...
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