KEY TAKEAWAYS
- Unlike previous gens, Gen Z has unlimited ways they can listen to music
- Social media is a major music destination for Gen Z—for more than discovery
- Despite all the digital streaming options, radio is still in the mix for Gen Z, too (go figure!)
6/17/26
Music Report
We’ve said it before: music is everything to Gen Z. YPulse’s Music data shows 71% of 13-24-year-olds agree, “I listen to music all day long.” They’re using music to process their emotions, signal their identity, and soundtrack every moment of their day—so access to the right song at the right time matters. But unlike previous gens, who had only physical media or the radio for their music fix, Gen Z can listen just about anywhere, whether it’s through streaming services, video games, or the social platforms they’re constantly scrolling. And Gen Z favors some music services and tech tools over others, for different reasons.
The platforms they choose aren’t arbitrary: they reflect how Gen Z moves through their day, who they want to connect with, and how they want to be seen. After all, YPulse’s Music data shows 81% of 13-24-year-olds agree, “Music is a part of how I define who I am.” So, understanding where and how they listen is one of the most valuable insights a brand can have. (Especially when audio marketing is becoming such a huge trend!) In YPulse’s Music survey, we ask 13-39-year-olds about the services and tech they use to listen to music. Our data shows social media and, surprisingly, radio are among the top ways Gen Z (13-24) listens to music:
What services / tech do 13-24-year-olds use to listen to music?
| Teens (13–17) | Young Adults (18–24) | |
|---|---|---|
| Streaming service | 72% | 72% |
| Social media | 68% | 58% |
| AM / FM radio | 33% | 25% |
| Downloaded music collection | 26% | 20% |
| Video games | 23% | 22% |
Q. U110. What services / tech do you use to listen to music?
Source: YPulse’s Music survey | Apr. 29–May 6, 2026 | Base: 13-24-year-olds | Top five responses shown | Additional responses available in the data file | Nationally representative sample of 1,500 13-39-year-olds in the U.S. & Canada
View the Music Report and Data File ›
Gen Z uses social media to listen to music
YPulse’s Music data shows streaming services are the number one way Gen Z (72%) listens to music. Right behind it, most teens (68%) and young adults (58%) are using social media to listen to music. Sometimes their listening is intentional, like watching a music video or following a favorite artist. But YPulse also knows music is so woven into Gen Z’s social experience that many can discover new music without ever searching for it. More often than not, Gen Z’s music listening on social media happens passively through trending sounds, dance challenges, fan edits, or songs playing in the background of someone else’s post. And that ambient exposure adds up: 74% of 13-24-year-olds agree, “Most of the new music I hear these days is on social media.” While this might sound like accidental listening, they definitely notice when music is missing on socials—remember what happened after UMG left TikTok?
This isn’t exactly a new behavior. Gen Z grew up listening to and watching music videos on YouTube long before most streaming services went mainstream. Now, they’re building on those habits through dedicated music services from socials like YouTube Music, plus features that make it easier to discover, save, and stream songs without ever interrupting their scroll. In March, Apple Music partnered with TikTok on two features that let subscribers who discover a song on their FYP or Sound Detail Page click “Play Full Song” to open Apple Music and hear the full track. And TikTok’s “Add Song” feature lets users save any track directly to their preferred music service—turning a passive scroll into an active playlist.
Streaming and video didn’t kill the radio for Gen Z
Despite the rise of streaming services and social media as music discovery tools, YPulse’s Music data shows 29% of 13-24-year-olds still use AM/FM radio to listen to music. There have been a good number of headlines recently supporting this — granted, mostly from radio stations themselves — but it’s rooted in real Gen Z behavior. The car is where most of their radio listening happens for many young listeners. Sometimes it’s simply what’s playing during the morning commute to school or on a drive with their parents. Meanwhile, others may have older cars without built-in Bluetooth or easy access to streaming, making traditional radio the most convenient option. But it’s not only that: YPulse’s Auto data shows listening to music is the top activity Gen Z does in their car other than driving (75%), far ahead of eating (43%) and making phone calls (26%). And among those with a personal car, YPulse’s 2024 Auto data shows music is the #1 thing they like about being in it (71%), with another 46% saying they like listening to the radio.
And there’s also something to be said for the low-pressure experience of turning on the radio and letting someone else pick the music. Even with personalized playlists, deciding what to play next can feel like a job—especially if Gen Z is constantly skipping tracks or searching for the right vibe. Plus, if Gen Z is in the car with friends, handling the aux comes with the added pressure of having their music taste judged in real time. The radio takes that decision entirely out of their hands—and sometimes, that’s exactly the point. And with mainstream music dominating both the airwaves (thank you, Unwell Radio!) and many Gen Z playlists, what’s playing may not sound all that different from what they would have picked anyway.
