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  • Report
  • Behavioral
North America

Music Report

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.

Download the full report for further insights

  • How Spotify, YouTube, and TikTok have become young consumers’ full music ecosystem—and why social media is now their top discovery channel for new artists and songs
  • Why young people say concert tickets are too expensive, how much they’re actually spending, and where brands can step in to fill the live music access gap
  • Where AI music is gaining and losing ground in 2026—and why humor-driven formats are outlasting serious AI audio on social

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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.

Additional survey content for Pro users:

The full list of streaming services and devices young consumers use for music, the complete genre breakdown across demographics, how much they’re spending on music and concert tickets, the social platforms driving music discovery, and their full views on live music, artist merch, and AI-generated audio.

The Data File also includes data split by the following demographics: Gender & Generation, Age Groups, Academic Status, Race, POC, Country, Urban/Rural Status, LGBTQ+, Parent, Household Income, and Political Leanings.

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