Despite the hyper-saturated music landscape, music discovery is generally not a problem for most consumers. Gen Z and millennials have similar music discovery habits, but gen Z struggle slightly more with discovery and are more influenced by TikTok, while millennials are perhaps the last generation to see radio as a main source of music discovery. However, not all means of discovery have equal impact. Consumers are discovering music, but not always the artists behind them, and niche discovery sources are more likely to translate to time and money spent on music than mainstream ones.

Companies and brands mentioned in this report: Euphoria, Rolling Stone, Rosalía, Sex Education, Spotify, TikTok, YouTube, YouTube Music, YouTube Shorts