Music is central to how Gen Z and Millennials express themselves. But as TikTok turns old songs into overnight chart-toppers and AI DJs personalize playlists in real time, the music fandom experience is evolving fast. Young people’s taste is evolving with it though—shaped by algorithms, nostalgia cycles, and a desire to find the next big hit.
In YPulse’s 2025 Music report, we explore how Gen Z and Millennials are discovering new songs, how much they spend on concerts, and how they’re not letting genres define them.
Report length: 20 pages, North America report is based on surveys of 1500 13-39-year-olds in the U.S. and Canada, fielded May 2025. 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 2025
