In 2024, there’s no denying that the music scene has changed. Gone are the days of playing your iTunes songs on your MP3 player or burning CDs to play in your car. The way that Gen Z consumes and discovers their music is shaping the music industry, probably for the better. Here are 7 ways that Gen Z is changing today’s music scene.
1. TikTok and Social Media Influence
TikTok is known for making new music easy to discover and breaking viral hits for new artists. The algorithm provides tailored recommendations for users. Additionally, music challenges like dance challenges are prevalent on the platform. Users can use hashtags like #newmusic or search for viral sounds to listen to the latest hits.
2. Gaming Integration
According to an MRC Data report, 28% of Gen Zers use gaming for music discovery. Popular artists like Ariana Grande have taken advantage of this medium. Grande’s music can be heard in games like NBA and Fortnite. For Gen Z discovering music on video games is just as popular as other generations discovering music through TV.
3. Virtual Concerts and Livestreams
Gen Z is the most connected generation. From a young age, they are on social media, watching videos on YouTube, and discovering new artists. A survey reported that 74% of Gen Z members spent at least five hours online every day. The COVID-19 Pandemic changed the way that Gen Z consumes music, giving rise to livestream events. The live-streaming sector grew 45% after COVID. Twitch, the live-streaming platform used primarily for video gaming, grew by over 50%, including 27,000 hours of live music streaming, a new content genre for Twitch. Live music streaming is here to stay especially for Gen Z.
4. Audio Streaming Platforms
Gen Z predominantly listens to music through audio streaming, as opposed to traditional radio. According to Edison Research, Gen Z listens to music for an average of 3 hours and 43 minutes per day, which is about 40 minutes more than the rest of the US population. Additionally, Spotify and YouTube are the most popular streaming platforms for Gen Z. Gen Z is listening to music while they do everything, which is different than how most generations consume music.
5. Open to Discovering New Cultures and Perspectives
Gen Z listens to a lot of music from across cultures. This generation believes that music can connect people from different backgrounds and experiences. They are eager to broaden their worldview by listening to music in different languages as well. Gen Z’s love of K-pop is just one example of the generation’s love of international music.
6. Attend More Concerts and Festivals
According to Luminate, Gen Z is 33% more likely than other generations to attend concerts and festivals in person. Gen Z also is willing to travel to different cities for musical events. Take for example Taylor Swift’s Eras tour. Many young fans traveled to many states to attend multiple shows. Overall, Gen Z is fueling the live music industry.
7. Prefer Playlists
Gen Z prefers to listen to playlists versus albums. They are more likely to build their playlists based on emotions like a playlist for when they are sad. This has shifted how streaming services like Spotify promote music, moving away from a genre culture to a playlist culture. Gen Z prefers to switch between genres, and 97% of Gen Z females listen to at least five genres regularly.
Changing The Music Industry
Gen Z’s music tastes and listening behaviors are forever shaping the music industry. From the rise of live-streaming concerts to an increased interest in international music, Gen Z is mixing up the music scene. Many generations are following Gen Z’s lead by streaming music and creating custom playlists. We saw this when at the end of the year everyone was sharing their year-end Spotify wrapped. Do you share any of Gen Z’s preferences when it comes to music?