Gen Z consumers plan to stream more music in 2022 according to YouGov’s recently released Global Media Outlook Report 2022. Across the 17 international markets surveyed, a higher proportion of consumers plan to stream more music in the next 12 months (22%) compared to listening to more radio (17%) and more podcasts (16%). Younger generations are set to boost the popularity of streaming music as well as podcasts. About two in five (38%) Gen Z global consumers plan to stream more music in the next 12 months, followed by 30% of adults aged 24–34. The likelihood to stream more music in the coming 12 months declines gradually by age, with only 9% of global consumers aged 55+ planning to increase their music streaming activity.
In terms of podcasts, about a quarter (23%) of those in each of the 18-24 and 25-34 age groups are likely to increase their consumption of podcast content in the next 12 months – a higher proportion than any other age groups. Once again, we see the lowest potential growth for all audio platforms among the over 55s.
YouGov’s report contains survey data and predictions on a range of media classified by Watch, Social, Listen and Read and includes both digital and physical media sources. The key takeaways for audio are:
- Data from the US and the UK shows a downward trend for radio in both markets, with weekly listeners of commercial radio falling from 59% of the GB adult population in 2019 to 46% in 2021 and more regular daily listeners of AM or FM radio in the US dropping from 72% in 2019 to 62% in 2021. The reduction in car journeys, travelling and ‘at work’ listening during the pandemic is the primary reason for this.
- Podcasts continue to increase their share of audio listening with the proportion of weekly podcast listeners in GB increasing reach consistently from 27% in 2019 to 36% in 2021. Similarly, the number of US consumers who ever listen to podcasts increased from 39% in 2019 to 47% in 2021.
- Mobile phones are the primary device for listening to music among those aged under 34. In the US, traditional radio remains the most popular platform of choice when listening to music in 2021 (65%), followed by online radio or streaming services (54%). Among US consumers aged 18-24, online radio or streaming services is the top platform choice for music (72%) followed by mobile phone (70%) whilst older generations are more likely to favour traditional radio.
- The use of online radio or streaming services to listen to music continues to grow in popularity as they provide better sound quality, music search tools and offer genre specific channels for listeners.
In the US online consumption of music has increased steadily from 47% of all US consumers in 2019 to 54% in 2021, and in terms of streaming music services, Spotify remains the most popular choice, with 18% of the US population claiming to use Spotify monthly (increasing from 15% in 2019).
- About two in five (38%) Gen Z global consumers plan to stream more music in the next 12 months, followed by 30% of adults aged 24–34. The likelihood to stream more music in the coming 12 months declines gradually by age, with only 9% of global consumers aged 55+ planning to increase their music streaming activity.
- A quarter of global consumers currently pay for music subscriptions and are likely to continue to do so in the next 12 months. However, there is room for growth, with almost a fifth of all global consumers (17%) who currently do not have a paid subscription, considering signing up this year.
The full 61pp report can be downloaded for free from YouGov here.
