The pandemic and its mandated lockdowns have significantly shifted young consumers’ media consumption—music included. Music marketing was already transforming pre-COVID and now that the virus has been “wreaking havoc” on the industry and shifting young consumers’ music listening habits, the transformation has been pushed forward. Artists have been getting creative and relying on digital platforms more than ever to reach a younger fan base, from hosting live stream concerts to focusing on TikTok to go viral. This report dives into the impacts COVID-19 has had to young people’s music consumption, including how they are discovering music, and whether virtual music events will outlast this pandemic.

What’s in The Tables:

Favorite celebrities in music

Music service, platform, and device usage

Music-related activities participation

Music event attendance and interest

Genres of music listened to