8/4/2023 0 Comments Gen zed streaming![]() ![]() This reflects a potential nostalgia for the music of their childhoods indeed, among the 45-54 and 55-64 age brackets, 80s music is the genre that the largest proportions enjoy listening to. But while churn rates have remained consistent in the U.S. Among 16-24-year-olds, Hip-Hop/Rap tops 90s music as the one that most respondents like listening to, while among the 25-34 and 35-44 age groups, the largest proportions say they enjoy listening to 90s music. Streaming services have long battled churn, a trend that has only been exacerbated since the pandemic. The internet-using 16-64-year-olds surveyed in Q2 have differing favorite music genres. In each case, YouTube Music is the second-most popular, while it leads in the Middle East and Africa region, with Spotify third behind Soundcloud. Returning to GWI’s study, Spotify reigns as the most popular music service in North America, Europe, APAC, and Latin America, as of Q2 2022. ![]() Baby Boomers are the happiest among the generations. Within the US, digital audio was the fastest-growing digital advertising channel in 2021, with its growth rate being 64% higher than the overall total. Gen Z and Millennials are the most likely to share a streaming service account (42 and 40). Research indicates that while digital audio is still funded mostly by subscriptions, ads’ role is forecast to rise in the coming years. That’s encouraging for advertisers seeking to reach a young audience. GWI reports that Gen Z are particularly avid listeners, streaming music for nearly 2 hours each day. That’s almost entirely the result of gradually increasing time spent streaming music, as broadcast radio’s average has remained consistent since 2019. Whereas in 2018 survey respondents averaged about 19 minutes more listening to music streaming (1:14) than broadcast radio (0:55) each day, by Q2 of 2022 that gap had almost doubled to 36 minutes (1:37 and 1:01, respectively). īased on waves of surveys conducted cumulatively among more than 2 million internet users ages 16-24 from Q1 2018 through Q2 2022, GWI reports that music streaming listening time has well and truly surpassed broadcast radio. The good news for participating brands is that time spent with streaming music is steadily growing worldwide, per GWI data. Paid music streaming subscriptions continue to rise, with ad-supported streaming presenting an opportunity for advertisers. ![]() While audio listening has shifted slightly towards spoken word in recent years, music still dominates audio time in the US. ![]()
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