Music is how young people define themselves, process their emotions, and get through the day—but the way they’re listening is shifting. Where are they actually discovering new artists? Is live music still as accessible as it used to be? And when it comes to AI audio, is the moment already over—or just getting started? The answers have real implications for any brand trying to reach young consumers through sound.
In YPulse’s 2026 Music Report, we dive into how young consumers are streaming and discovering music, what genre fluidity means for how artists and brands connect with young audiences, the widening gap between young people’s love of live music and their ability to afford it, and where AI music stands with young people.
Report length: 19 pages, North America report is based on surveys of 1500 13-39-year-olds in the U.S. and Canada, fielded May 2026. Western Europe report is based on a survey of 2500 13-39-year-olds in the U.K., Italy, Spain, France, and Germany, fielded in May 2026.
News consumption habits, which sources they trust, and how misinformation and media skepticism are shaping their worldview.
TV and entertainment viewing habits, which streaming services they’re subscribing to, and how their viewing habits are shifting.
