Gen Z, born between the mid-1990s and early 2010s, consumes music through streaming platforms, video-based discovery tools, and short-form social media and their relationship with music is unlike that of any previous generation. The group spends more time listening to music than any other age bracket, with much of that activity occurring on mobile devices through apps with global reach.
Streaming services and social platforms account for the majority of music discovery and listening among Gen Z worldwide. Algorithmic recommendations, curated playlists, and social sharing have replaced radio, physical formats, and traditional marketing rollouts as the primary drivers of exposure.
Spotify maintains a large global footprint among Gen Z users. It offers free and premium access in over 180 markets and regularly ranks as the top platform for music streaming by users under 25. In 2023, the platform saw high volume growth from this demographic, with usage rates increasing year after year
Apple Music also retains a significant Gen Z user base in regions with high iOS penetration. Its lack of a free tier limits expansion in price-sensitive areas, though bundled subscriptions and integration with Apple devices support its presence.
YouTube functions as both a music player and search engine. Gen Z users globally use YouTube for lyric videos, remixes, and full-track listening. In markets with lower subscription rates to premium audio services, YouTube remains the most common way to access music.
TikTok’s interface embeds music into video content. Users attach clips of songs to visual content, and sounds that gain traction are replicated across languages and formats. The platform enables users to identify, reuse, and remix trending audio.
Discovery occurs through repetition. When a track is featured in dance challenges, meme formats, or video transitions, it becomes recognizable through exposure. A user can engage with the audio directly or search for the track on another platform.
Surveys conducted across Europe, Asia, Latin America, and the Middle East show TikTok ranking among the top three music discovery tools for users aged 16–24. In some regions, such as the UK and Brazil, it ranks above Instagram and on par with YouTube.
After discovery, users stream the full version of the song on Spotify, Apple Music, or YouTube. Streaming volume often increases after a track gains visibility on TikTok.
Songs that go viral on TikTok often enter regional and global streaming charts. In 2024, a review of the Billboard Global 200 found that over 80 percent of new entries had trended on TikTok prior to charting. Local chart data in Japan, Germany, and Mexico showed similar patterns.
Virality is driven by short, reusable segments of audio. Songs with beat drops, distinctive lyrics, or emotional transitions are favored. Users incorporate these clips into visual content, which increases engagement and repeat use.
Songs often chart after trending on TikTok. In 2023, Rema’s “Calm Down” saw viral usage in dance and fashion content before becoming one of the most streamed tracks globally. Similarly, “Cupid” by South Korean group FIFTY FIFTY rose from TikTok audio to reach the Billboard Global 200, following widespread use in video edits across Southeast Asia and Europe.
Tracks trend through short, repeatable segments. Speed alterations, dance routines, and meme pairings amplify reach. For example, the sped-up version of JVKE’s “Golden Hour” trended on TikTok in early 2023, leading to international chart placement months after its initial release.
Music creation and marketing have adapted. Artists release teaser clips formatted for vertical video. Songs are structured with early hooks to fit 15-second uses. Multiple versions such as sped-up or slowed-down are distributed to increase shareability.
Labels focus on pre-release engagement. PinkPantheress and Ice Spice’s “Boy’s a Liar Pt. 2” gained momentum through user-generated previews before official distribution, resulting in international chart success.
This globalized, trend-driven approach means that a track might rise to prominence in one region before reaching others. Viral activity in Brazil, for instance, may influence playlist ads in Spain or the Philippines. The feedback loop between creators, platforms, and audiences now plays out in real time, across borders.
For Gen Z, music is a medium to participate in. Songs are used to create narratives, establish identity, and take part in a broader online culture that is visual, interactive, and global in scope.
