YPulse data has been showing that the number of young consumers who use traditional media for music discovery has declined significantly since 2019—and that includes streaming platforms like Spotify and Pandora. Young people are always trying to discover new music, with nearly two-thirds saying they like being the first one in their friend group to do so. To see how their music discovery looks this year, YPulse’s recent Music report asks how Gen Z and Millennials find out about new music artists or songs. While most of the two gens’ overall music discovery habits have remained similar, it’s interesting to see that there’s more of a split when it comes to where young men and women are finding new tunes: Gen Z and Millennials are discovering music on social media the most—but women more so than men Above all else, Gen Z and Millennials are discovering new music and artists on social media. Our data shows these gens are more likely to discover their next favorite artist or song...
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