Gen Zs, born between the late 1990s and early 2010s, are rewriting the rules of music consumption and redefining this ever-evolving landscape of the music industry. Research has shown that Gen Zs spend more time with music than the overall population, dedicating an extra 40 minutes more daily compared to the rest of the population. As digital natives, 93% of Gen Zs own a smartphone and spend 57% of their daily audio time listening to music through a mobile phone, reinforcing the idea that music plays a pivotal role in their lives.
Being the first generation to grow up with the internet as a core aspect of our lives, we have the opportunity to discover new music, appreciate diversity in music genres and platforms, and blend new and traditional music options for discovery and consumption. Without the limitations of conventional radio programming, we are able to discover new music and create our own playlists. In this article, we explore and understand the profound influence of Gen Z on the future of music consumption including diverse music preferences, streaming habits, and the ripple effects that are reshaping the soundtrack of our lives.
Gen Z’s streaming habits
Streaming services have become the cornerstone of Gen Z’s music consumption habits. The main method of music consumption is through streaming platforms like Spotify, Apple Music, and YouTube, which opens up a completely new realm of music at our fingertips. These platforms allow for instant access to an extensive collection of songs which allows us to explore music from every era. Gen Z’s engagement with these streaming platforms transcends mere listening; we actively curate playlists tailored to our emotions and life’s moments. This curated music collection also fosters shared experiences, as we often collaborate with friends to create and enjoy playlists together.
How Gen Z’s streaming habits have influenced the music industry
The music industry has seen a seismic upheaval. The surge in Gen Zs streaming habits have revolutionised how music is released; physical album sales have plummeted, and artists have become almost exclusively reliant on streaming revenue. The industry is transitioning from a top-down hierarchical structure to a more democratic one, where talent and authenticity take precedence over marketing budgets. Labels are responding to this shift by being more receptive to unconventional talent and signing musicians who appeal to Gen Z’s tastes because they are aware that the traditional framework for success is no longer relevant in the digital age.
Gen Z’s music preference
Gen Z is a generation that values transparency and truth, which is evident in the authentic music we make and listen to. The kind of music that resonates with this generation contains lyrics that are written about personal struggles including mental health and heartbreak. This change has been significantly shaped by social media. Platforms like TikTok have developed into a tool for finding new music and establishing musicians in the mainstream. An example of this is “Driver’s License” by Olivia Rodrigo which went viral on TikTok before becoming a massive hit on streaming platforms.
The rise of DIY culture in the music industry
Additionally, this new preference for authentic music produced outside of the traditional industry has exacerbated the rise of DIY (Do-It-Yourself) culture in the music industry. This gives artists the power to take charge of their creative processes and embrace a more self-reliant approach to creating music and communicate directly with their audience. Independent and emerging artists can now shine because of the democratisation of music production and distribution via platforms like SoundCloud. Through social media involvement and grassroots marketing, many of these indie musicians who once struggled for recognition and distribution have now fostered devoted fan communities. This has led to a blurring of lines between indie and mainstream, as underground and niche genres find a larger audience within Gen Z’s diverse musical palette.
Conclusion
In conclusion, Gen Z’s impact on music and streaming services, with our diverse tastes and digital fluency, is a fundamental force that is changing the music industry and the way we engage with music. As we look into the future where technology is rapidly advancing, we can expect to see virtual reality, artificial intelligence, improvements to live performances, and even new social media platforms. The music industry has to keep up with in order to accommodate the hyper-connected needs of Gen Z and remain inventive through shifting trends. So, let the music continue to play because it represents a generation carving out its own way, one beat at a time.