Millennials vs. Gen Z in the Music Industry
If you have been paying attention to our social media pages, you’ve noticed a new face in our community! This semester, I hired an intern from Belmont University, and quickly learned how unattached from that world I had been as soon as she started using words I had never heard before. Thus, the idea of this article was born. Anabel and I have been comparing and contrasting our two generations ever since she started and decided to dive a little deeper into the vast rabbit hole that is the battle between Millennials (1981-1996) and Gen Z (1997-2012).
Millennials vs. Gen Z has been a hot topic of discussion since 2020 when the emergence of TikTok took over all of our phone screens. Whether we were dancing, cleaning up our transitions, lip syncing (a la the days of Vine,) or just trying to get our music out there, there was a clear divide between the two social media generations. While Millennials are the ones who claim to have started social media, the Gen Z-er’s are the ones who have never known a world without the internet. From side parts and skinny jeans, to reviving bucket hats and baggy pants, there are many differences we could discuss. However, the biggest impact both of these generations have had in terms of music, is how new music is discovered.
Millennials:
Erin - I remember every time I hopped into someone’s car, whether it was my parents’ on the way to school, a friend’s car, or when I finally got the chance to drive myself, the radio was always on. When I was home, I would watch GAC, TRL, CMT, MTV, and VH1 on repeat just to see my favorite music video play again. Millennials had very little control over when they heard their favorite song no matter where they were consuming it, unless they bought the physical copy of it. We, as a generation, are used to exchanging money for music or even our own time. Yes, we are also the generation of Napster and Limewire, but as YouTube, social media, iTunes, and other various streaming platforms were born, we gave up the awful quality of “free music” (who among us did not try and listen to concert recordings who’s sound quality were akin to an elevator speaker?) for the opportunity to create our own quality playlists. 60% of Millennials report they would rather pay for music than pirate it. While radio is still popular among millennials, with 89% of independent millennials and 90% of dependent millennials still tuning in to discover new music, Millennials also remain the highest consumer of streaming platforms.
Millennials also trust the opinions of family and friends, the “OG influencers” if you will (I’ll see myself out.) 91% of Millennials reported that they prefer to discover new music from their friends and family. As a songwriter, some of my most influential artists came to me from suggestions from friends and family. On a personal level, if a friend of mine suggests an album or an artist to me, I’m more likely to listen to it than if it popped up on my algorithm, wherever that may be.
Gen Z:
Anabel - It is very clear to everyone that Gen Z was the first to grow up with the internet. I remember getting my very first social media page in 2014 and having so much fun indulging into this new world on the internet. Up until getting my first Spotify account when I was around 16 years old, I always listened to my music after purchasing each song for around $1.29 on iTunes. As more and more Gen Z-ers listen to music, they are discovering their music in very unconventional ways. Gen Z music listeners are 118% more likely to discover new music on video games, which goes in conjunction with Gen Z being 116% more likely to use the popular gaming platform, Twitch. Which is why artists such as Ariana Grande, Lady Gaga, and Travis Scott have started using live streaming gaming integrations to connect and expand their Gen Z audiences. Especially after the Pandemic, Gen Z has really created a positive connection with online experiences like virtual concerts, and live streaming events in general. Personally, I am a part of the group where I would take a live, in person concert every single time.
Here are some more stats we found about how Gen Z consumes music:
80% Music listeners claim being “die hard” fans
Music Streaming platforms are 11% less from month to month
48% More likely to engage with entrainment due to their competitive nature
50% more likely to live stream a music event
33% more likely to attend live music events
75% more likely than the average consumer to use game consoles for entertainment
Top 3 Ways Gen Z Discovers new Music:
Influencers
Video Games
Audio Streaming Platforms
Here are some stats we found that both Gen Z and Millennials share:
Gen Z and Millennials are 50% more aware of music royalties and are planning to invest more of their money and time into them in the future. Possibly because of Taylor Swift’s 2014 Apple Music Letter, raising awareness of how royalties work for streaming services and songwriters.
63% of Gen Z and 65% of Millennials in the US agree they listen to new music to discover new perspectives and new cultures. They are overall more likely to listen to foreign music, which would explain the rise of K-POP, Afro Beats, and LatinX Music in recent years.
The number one way new music and entertainment is discovered is social media.
Final Thoughts:
It makes sense that with each generation, as technology evolves, so does the music industry and how the general population consumes it. On an ever-rotating Rolodex of trends, each generation stays loyal to their method of listening to music. Whether it’s listening on vinyl, cassettes, CDs, streaming, or radio, the common denominator is the fact that all songs are able to be accessed in one way or another.
So, while millennials continue to wear their skinny jeans and side parts, and Gen Z-ers threaten to bring back the 90’s, everyone still has access to their favorite songs, genres, and artists.
Sources:
https://luminatedata.com/wp-content/uploads/2022/08/Luminate_Entertainment_365_Final.pdf
https://www.stereogum.com/1810310/read-taylor-swifts-open-letter-to-apple-music/news/ (Apple Music Letter, Taylor Swift)
