Music Consumption Trends 2026: Who's Listening More – And What's Driving Discovery?

Music remains important to Americans, with 84% saying it is very or fairly important to them and 21% reporting they listen to more music than they did a year ago. Gen Z represents 45% of those increasing their listening, more than double its 20% share of the overall adult population. Among those listening more, 59% discover new music through streaming recommendations, 52% through social media and music blogs, 48% through friends and family — and 43% through radio and music channels.

The findings highlight music as a strong connection point, particularly with younger consumers. Sellers can approach concert and event promoters, entertainment venues, music retailers, bars and restaurants, colleges and universities and youth-focused retailers, using music, artists, events and experiences as ways for advertisers to connect with highly engaged audiences.