How Gen Z & Millennials Have Drastically Changed Music Listening, In 4 Charts

How much has young consumers’ music listening changed? We compared their daily listening habits now to how they listened daily in 2016—and these 4 charts tell the story…  

Almost seven in ten 13-36-year-olds tell us they listen to music all day long. That’s a serious opportunity to reach them directly, and we’ve said before that an all-out war for their ears has played out over the last few years. But who’s winning? Streaming platforms have not only taken on traditional sources like radio, but have battled (and continue to battle) one another as well. Spotify versus Pandora, the trials and tribulations of Tidal, all of the attempts at music streaming over at Apple—music streaming shakeups have been a news fixture. In September of 2018, radio company Sirius XM bought Pandora for $3 billion, in what the Wall Street Journal calls a “bet on streaming.”

In 2016, we let you know how young consumers were listening to music every day. Back then, 64% of 13-33-year-olds told us they listened to music all day long—today it’s increased (as mentioned above) to 69%, a shift that indicates the way they listen to music has likely changed as well. At the time, regular radio was still the top source for Millennials and teens' daily music listening—but streaming was already catching up. Today, streaming services have been credited for some of the biggest shifts in the industry, from influencing the rise of hit songs to allowing young artists without representation to become Grammy award-winning superstars. Their success has been fueled by young consumers, who want the freedom to access the entire history of music whenever and wherever they want—but have they finally eclipsed radio in terms of their daily music listening? We’ve continued to ask young consumers how they’re listening to music, most…


Want to talk to us about the article
or dive into a custom study?

The Newsfeed

Quote of the Day:  Millennials have grown up in a world where consuming wine outdoors—or any location outside of the traditional table—is more acceptable than generations past.”—Kate McManus, VP of Marketing, Delicato Family Wines (Wine Spectator)

Young consumers are “killing the shopping spree.” Whether they’re signing up for the growing number of clothing subscription services (Rent the Runway, Le Tote, Urban Outfitters, etc.), shopping second-hand, or just culling their closets—young shoppers are quitting fast fashion in droves. Some are inspired by Marie Kondo’s joy-sparking brand of minimalism, while others want to help the environment—and still others are just seeking a wide range of things to wear at a lower price. (Vice)

Airbnb is launching “adventures” for experience-seeking young travelers. The site that started with accommodations and moved into one-off “experiences” (like dinner parties) now offers multi-day excursions, complete with guides, gear, meals, and accommodations. The platform already features over 200 trips in 40 countries, including a tiger-tracking expedition in Kenya and a trek through the canyons of Oman. (Fast Company)

Tyson Foods is taking on the fake meat market with plant-based nuggets. The pea protein nuggets are the first in a line of “Raised & Rooted” products from Tyson Foods. The brand's CEO explains they’re catering to the “growing number of people open to flexible diets that include both meat and plant-based protein”—aka young flexitarians, not full-time vegans. But can a company known for its meat sell the idea that “this [trend] is about ‘and’—not ‘or’”? (The Verge)

Snapchatters can shop Levi’s new Pride Month jacket via selfie filter. The Shoppable feature is first enabled by scanning a QR code found at select stores or by getting a special Snapcode from a friend. Then, users can try on the special-edition trucker jacket via augmented reality, customizing it with one of two washes and a selection of six pins and patches. Once they complete the look, users can purchase the Pride Month Jacket—without ever leaving the app. (SJ)

Amazon’s new Echo Dot Kids Edition revamps the original. The new smart speakertakes many cues from the adult version’s second generation (it’s louder and rounder) but adds special features just for kids that go beyond a rainbow-striped color scheme. The device will come with a year of FreeTime Unlimited, a subscription service that includes popular Alexa skills like Pinkfong’s Baby Shark Adventures, as well as an enhanced parental control suite to address growing privacy concerns. (VarietyCNET)

Quote of the Day: “Young people still have an incredible interest in the Olympic Games…But the way they are consuming the Olympic Games—the type of content they are watching and the ways and the platforms on which they are watching—are fundamentally changing.”—Kit McConnell, Sports Director, International Olympic Committee (Bloomberg)

Sign Up Now

Subscribe for premium access to our content, data, and tools.

Already a subscriber? Sign in.

Upgrade Now

Upgrade for full access to the best marketing tools for understanding the next generation.

View our Client Case Studies