Following on the heels of consumer insights platform GWI’s examination of Millennials (RAIN HERE), the consumer insights company sent us a study of preference in the young Gen Z cohort.
One survey result that caught our eye was this: U.S, Gen Z are nearly 70% more likely than the average American to use music streaming services every day.” That translates to 46% of respondents.
Spotify is the most-used platform reported in this study, unsurprisingly. Sixty percent of Gen Z participants used the service in the past month. One-third of them did so via a paid account — “more than any other service we track,” GWI observed.
At the same time, and in Spotify’s shadow, Apple Music and Amazon Music both grew their Gen Z listener base over a two-year period from Q4 2020 and Q3 2022.
Among the top Gen Z reasons for listening to music are “To help me concentrate” and “To escape from reality.”
The entire, 21-page study, which covers a broad swath of non-musical Gen Z characteristics, is HERE.
