Gen Z and Millennials are always in search of the next big hit to listen to on repeat with their friends. And most of them are listening to music all day long—after all, they’re hearing the latest trending sound bites on socials (thanks TikTok), playing personalized AI playlists on streaming services, and even discovering new songs and musicians through video games. For brands, this means the chances to connect with young consumers through music are virtually endless. Whether it’s adding a trending sound to a video, hosting a themed pop-up, or going full-on Swiftie as a social media personality, young consumers are excited for brands to join in on the fun.
In this year’s Music report, YPulse digs into the type of music young people are listening to now (new songs or old hits?), how music fandoms are changing the industry, and who’s the most likely demo to be splurging on concert tix this season.
Report length: 18 pages, North America report is based on surveys of 1500 13-39-year-olds in the U.S. and Canada, fielded in May 2024. 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 2024.
