MusicDish e-Journal - March 19, 2018
MusicDish Advertising Network
Search MusicDish e-Journal (Advanced)
Subscribe To MusicDish e-Journal
About | Contact | Advertise | RSS | Submit Article | Submit News | Artist Development | Premium PR Distribution
Mi2N | MusicDish*China | MusicDish Network | MusicDishTV | Urban Music News Network

Generation Z: Meet the Young Millennials
Teens value video platforms for music discovery and social engagement, but, as they develop as music consumers, look to audio streaming services
By Eric de Fontenay (Founder & Publisher)
(more articles from this author)
Comment | Email | Print | RSS

Weekly use of music apps by UK teens (compared to all users average)

New music research by Mark Mulligan of MiDiA Research, "Generation Z: Meet the Young Millennials," explores the music consumption habits and social media behaviour of today's young Millennials (aged up to 19) in the UK and how their engagement across streaming and video platforms and social media and messaging apps, including Instagram, Snapchat and, is shaping longer-term trends.

YouTube still dominates in the social media space

The research finds that for today's tweens and teenagers YouTube is a pervasive platform not only for new music and content and access to influential YouTubers like Zoella, but for social engagement also. YouTube plays a key role as "a video destination, music app, social platform and educational resource rolled into one".

Messaging apps have replaced social networks

Messaging apps including Snapchat and Instagram are becoming increasingly important, replacing social networks for Generation Z and enabling them to act on their impulse to "live in the moment" and "narrate their lives". As such they help build engagement around music and artist profiles.

More recent apps like and Dubsmash video social network apps for video creation and messaging are also growing in popularity. This is in part due to a rate of app innovation that is accelerating thanks to the "Millennial feedback loop" of older millennials shaping app experiences for the younger Gen Z.

But Spotify dominates music space and drives discovery

The research additionally shows that, as teenagers develop as music consumers, they are likely to be drawn to audio streaming services such as Spotify, Deezer and Apple Music. For those aged 16-19 Spotify is overtaking YouTube as the main music app, with 53 per cent weekly user penetration compared to 47 per cent for YouTube.

This helps to underline another finding highlighted in the report from previous MiDiA research showing that younger consumers (16-19 years: 67%) are more prepared to pay for music than other age groups (56%).

Streaming is, however, also transforming UK Teens' relationship with music, with Millennials increasingly accessing individual tracks or playlists rather than engaging with artists or albums

Generation Z: Meet the Young Millennials Summary of Key findings

* 85% of 16-19 year olds say that music is an important part of their life.
* Authenticity, relevance, shareability and context are key to Gen Z.
* YouTube is the most pervasive entertainment platform for Gen Z, peaking at 94% monthly penetration among 16-19 year olds.
* However, for these 16-19 year olds, as interest in music develops, Spotify is overtaking YouTube as the main music app, with 53% weekly user penetration compared to 47% for YouTube.
* Music is the most widely watched content type among 12-15 year olds on YouTube, with YouTubers such as Zoella (11.8m subscribers) and KSI (16.1m) becoming the new pop stars for Gen Z.
* UK teens (16-19 years) are more willing to pay for music. 67% consider it to be worth paying for regularly compared to 56% of overall consumers.
* A third of 8-11 year olds in the UK use Snapchat, rising to 67% for 16-19 year olds, while 63% of 16-19 year olds use Instagram.
* Messaging apps like Snapchat and Instagram are replacing social networks for Gen Z.
* Among 16-19 year olds YouTube and social media unsurprisingly dominate, with much higher penetration rates than the overall population.
* Streaming is transforming Gen Z's relationship with music: 74% of all 16-19 year olds say they are mainly listening to single tracks and playlists instead of albums.
* 71% of 16-19 year olds listen to music radio on an at least monthly basis, just 3 percentage points above the all-ages average.

Home » Insider Scoop » Generation Z: Meet the Young Millennials
Email |Print |Comment |RSS

back | top

MusicDish Advertising Network

Insider Scoop

» Is Podcasting the New Radio?

» Streaming & Listening Diversity - Spotify Case Study

» Pandora Subscriber Base Grows to Over 5 Million

» Music Industry Betting On VR & AR For New Revenue

» Sound Royalties Unearths Millions in Undistributed Royalties

Insider Scoop Directory

» [2018-03-09] Round Hill Music And Zync Sign Madge To Joint Venture; JV Publishing Venture To Support And Expand Zync's Successful Rights Representation Business

» [2018-03-03] PPL And PRS For Music Launch Licensing Joint Venture; Licensing Of Music Played In Public Now Administered By New Leicester-based Joint Venture, PPL PRS Ltd

» [2018-02-27] Music Festivals And Conferences Pledge To Tackle Gender Inequality; Keychange Initiative Encourages Gender Balance In Music By End Of 2022

» [2018-02-21] Briony Turner And Alec Boateng Promoted To Co-Heads Of A&R, Atlantic Records UK; Turner And Boateng Will Oversee The Atlantic A&R Team, Joint Projects, As Well As Maintaining Their Own Artist Rosters

» [2018-02-21] ICE And Facebook Reach Multi-Territory Music Licensing Agreement; New Deal Will See Songwriters And Composers Remunerated

» [2018-02-20] B-Reel Named Top 10 Most Innovative Company In Music By Fast Company; Global Creative Agency Receives Honor For Its Award-Winning Gorillaz Campaign

» [2018-02-18] YG PLUS And Gracenote To Bring K-POP To Fans Around The World; Gracenote And YG PLUS To Make All K-POP Music More Searchable And Discoverable On Global And Regional Streaming Music Platforms And Services

» [2018-02-17] VNUE Inc. To Acquire Music Rights Startup Soundstr; VNUE Acquisition Aims To Ensure A Fairer Royalty System

» [2018-02-17] Is Podcasting The New Radio?; 25% Of Surveyed Americans Say They've Listened To A Podcast In The Past Month, Up From Less Than 10% In 2008

» [2018-02-01] Insomniac Announces Inaugural Electric Daisy Carnival China Set To Debut In Shanghai; China Marks EDC's Second Location On The Asian Continent

» [2018-02-01] Viberate & Imogen Heap Strive To Give Equal Opportunity To Every Artist; Heap's Main Role In Viberate's Advisory Team Will Be To Help Further Guide Us Toward A Second To None Service For The Live Music Segment

» [2018-01-22] Italian Independent Music Collective Fil1993 Group Signs With MusicDish*China; MusicDish*China Will Be Developing Their Online Presence And Social Media In China As Well As Releasing Their Catalogue To Chinese Streaming Music Services
MusicDish Advertising Network

follow MusicDish on
Follow MusicDish on Twitter

Mi2N Music PR

Recording Artist Tiffani LeBlanc Reigns As The #PartyPrincess With New Track "Let's Party"

Hybrid Studios Hosts Annual NAMM Afterparty

High Definition Music Card - The New Way To Experience Music!

DEATH BY MISADVENTURE, New True Mystery Podcast Launches 31st January 2018

Music And Kids Joins Forces With Carnie Wilson, With Plans To Provide One-on-One After-School Music Education To Thousands Of Middle And High School Students

Don Dawil's Valentine's Day Debut Latin Single "Necesito Verte"

Taking Applications - The 23rd Annual USA Songwriting Competition

Websites: Mi2N | MusicDish*China | MusicDish Network | MusicDishTV | Urban Music News Network
Services: Submit Article | Submit News | Submit Video | Artist Development | Premium PR Distribution

Copyright © 1997-2018 MusicDish LLC., all rights reserved.
About MusicDish e-Journal | Contact Us | Advertise | RSS | Internships