MusicDish e-Journal - May 23, 2018
MusicDish Advertising Network
» HOME » INSIDER SCOOP » CAREER TIPS » MUSIC SPOTLIGHT » MUSICDISH*CHINA
» INDUSTRY INTERVIEWS » NEWS BEAT » DIGITAL SKOOL » OPEN REVIEW » MUSICDISH EDELWEISS
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)
2017-07-05
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 Musical.ly, 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 Musical.ly 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
Permalink:http://www.musicdish.com/mag/?id=13925
Email |Print |Comment |RSS

back | top


MusicDish Advertising Network

Insider Scoop

» Pop Artist Ava King Releases New Single

» Puma Unveils Drum Machine Inspired Sneaker

» Is Podcasting the New Radio?

» Streaming & Listening Diversity - Spotify Case Study

» Pandora Subscriber Base Grows to Over 5 Million

Insider Scoop Directory



» [2018-05-17] Avant-Garde Label Maybe Noise Launches In Beijing; The Official Launch Will Be On May 26 At Magnet Theater With A Performance Supporting Its First Vinyl Release: Png Z

» [2018-05-04] Award-Winning Lithuanian Rock Band Colours Of Bubbles "She Is The Darkness" 2018 China Tour; The Tour Will Kickoff In Shanghai Where The Band Will Represent Lithuania During The Country's Signing To The Silk Road Music Alliance

» [2018-05-01] Hollywood Heavyweights Launch New Christian Music Label; Their Debut Release, Firma Collective - Songs For Every Soul, Was Produced By Mgrdichian And Mixed By The Legendary Brian Reeves

» [2018-04-30] Pop Artist Ava King Releases New Single; Paris-born Ava King Decided To Move To Beijing Where She Wrote For One Of The Biggest Chinese Movie Production Companies, HuaYi Brothers

» [2018-04-27] NetEase Cloud Music Sign Distribution Partnership With B2 Music; Chinese Music Streaming Service To Release Billboard "Best Of Asia" Album Series

» [2018-04-24] Skype And Mixcloud Launch "Connecting..." Podcast Series; Podcast Series Connects The Music World's Brightest Sparks And Explores The Power Of Creative Collaboration

» [2018-04-21] ASCAP Revenues Top $1.144 Billion In 2017; ASCAP Delivers For The First Time More Than $1 Billion To Songwriter, Composer And Music Publisher Members

» [2018-04-21] Puma Unveils Drum Machine Inspired Sneaker; Legendary Roland 808 Drum Machine Inspires New PUMA Sneaker Style

» [2018-04-21] BMG Appoints New Creative Directors In Nashville; BMG Has Appointed Courtney Allen And Rakiyah Marshall To Creative Director, Based In Nashville

» [2018-04-01] Live.me Launches Its First Live Musical Themed Content Series; You Need The Code Is Live.me's First Ever Live Stream Music Program Providing Users With 14 Hand-selected Independent Artists For Their Entertainment

» [2018-03-28] Warner Music Group Acquires Sodatone; Data Pioneers Choose Entrepreneurial Home For Industry-leading A&R Tool

» [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
MusicDish Advertising Network

follow MusicDish on
Follow MusicDish on Twitter

Mi2N Music PR

Plunky's "Love Makes Us Better" Video Is Cosmic Jazz-Funk

Deadline Looms - The 23rd Annual USA Songwriting Competition

Carys - A Different Kind Of Normal - Debut CD Release

Melvin Riley Of Ready For The World Celebrates 35 Years In The Music Business And The Re-launch Of His Solo Career And New Billing Title

Listen: Darquise Explores The Art Of The Beak Up In His Debut Single "I Say One"

Artist Matthew Schultz Releases "Promise For Keeps" Featuring Gyptian

Richie Sambora Returns To Ovation Guitars With Signature Double Neck Guitar Benefitting Youth Music Charity



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