Audience Intelligence Report: Gen-Z Music Listeners (U.S.)

Released April 2023


Leveraging the latest consumption data and consumer insights, Luminate shares a deep dive into the Gen Z music listener in the U.S. Allowing unprecedented insight into the Gen Z listener, this report will cover audience demographics, behaviors across and outside of music (physical music vs. streaming, live music, music discovery, social media, and more), partnership opportunities, and a spotlight on top artists.

Using these insights, you will be able to fully engage the Gen Z Music listener in the U.S., develop strategies that work for your business, and build a foundation to reach as many fans as possible.

Luminate's Audience Intelligence series provides all the answers you need to understand how consumer groups engage in the music industry and the types of activities they are in to. Our Audience Intelligence Report on Gen Z listeners in the U.S. has helped answer key questions such as:

  • How has Gen Z influenced music consumption over the past year?
  • Which genres are Gen Z listeners most interested in, and how do they engage with top artists within those genres?
  • How does Gen Z discover new music?
  • Which DSPs do Gen Z listeners use the most for their music consumption?
  • What are Gen Z listeners’ top entertainment activities (e.g., social media, watching short-form video clips, etc.)?
  • What types of music content do Gen Z listeners want to see on social media?
  • What opportunities are out there for brands to partner with and attract Gen Z listeners?



Gen Z

Who was surveyed (Source):

U.S. General Population (13+)

Sample Size:

1,257 Gen Z Listeners in the U.S.

When was the survey taken:

2/7/22 - 2/17/22 and 8/4/22 - 9/4/22 *Data in this report was a compliation of the 2 waves of U.S. Music 360 conducted in 2022

Length of Report:

28 pages

Trend & Freq of report:


Social Platforms Included in Survey:

Facebook, Twitter, Reddit, Tumblr, Pinterest, Instagram, Snapchat, WhatsApp, LINE, WeChat, TikTok, Triller, Discord, Facebook Reels, Instagram Stories, YouTube, YouTube Shorts, BeReal

DSPs Included in Survey:

YouTube, Spotify, Pandora, Apple Music, Amazon Music, iHeart Radio, Sirius XM, VEVO, SoundCloud, TIDAL, Napster, LiveXLive, Twitch, Bandcamp

Festivals Included in Survey:

Coachella, SXSw (South by Southwest), Jingle Ball, iHeartRadio Music Festival, Bonnaroo, Summerfest, Lollapalooza, Made in America, Austin City Limits, Firefly Music Festival, CMA Music Festival, Stagecoach, Essence Music Festival, Governor's Ball NYC, Ultra Music Fest, Panoram, BET Experience, Outside Lands

Televised Shows Included in Survey:

America's Got Talent, The Voice (US), The Masked Singer, Alter Ego, American Idol, Eurovision, American Song Contest, The Grammy Awards, People's Choice Awards, The Academy Awards (Oscars), Academy of Country Music Awards (ACMs), Country Music TV Awards (CMTs), Country Music Association Awards (CMAs), MTV Video Music Awards, BET Awards, Emmy Awards, iHeartRadio Music Awards, YouTube Awards, Billboard Music Awards, American Music Awards, Golden Globe Awards, New Year's Rockin' Eve, Streamy Awards

Related Reports

Audience Intelligence Report
Cryptocurrency (U.S.)

Released March 2023


Luminate shares a deep-dive into the Gen Z music listener in the U.S. Get to know trends among the youngest listeners and what they care about most.

Explore More

Luminate shares full analyses of global music markets revealing more about the local music listeners and trends shaping and changing the market.