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Social media is (still) a top way young music listeners are discovering old and new hits.

Dec 07 2021

Social media is (still) a top way young music listeners are discovering old and new hits. According to a Dolby survey asking 2,000 American adults about their music habits, nearly half of respondents say they recently discovered a song released more than a decade ago, with 70% of Gen Z saying the same. Almost one-fourth attribute their discovery to a viral video on social media, and respondents also note they are spending more time listening to music now than before the start of 2020, with 55% saying they’re spending more money on music each month. Young music listeners’ preferences are also changing: YPulse research found that preference for hip-hop music has increased significantly among Gen Z since 2019, while Millennials are listening to less pop music compared to two years ago. Our recent music research also shows the majority of young consumers say most of the new music they hear these days is on social media. (Music Ally)