A comprehensive new report, "Seeking Community: Gen Z’s true relationship with culture & music consumption," offers unprecedented insights into the music listening and discovery habits of 18-25 year olds across the UK. Released today, June 12, 2025, this extensive qualitative study is a collaboration between music marketing agency Blackstar, Gen Z specialists lemontank, and recorded music trade association the BPI.
The 43-page report, freely accessible at www.genzseekingcommunity.co.uk, aims to move beyond assumptions by gathering unfiltered perspectives from 500 Gen Z respondents. Participants shared their experiences through voice notes and written answers, providing valuable insights into how they consume, discover, and connect with music.
Key findings reveal that music is indispensable to Gen Z, serving as a constant soundtrack to their lives, from daily routines to emotional support and mood enhancement. The study highlights that many in this generation are "musical omnivores," often prioritizing mood and emotion over strict genre allegiances. While new music is highly valued, older, familiar tunes provide a strong sense of nostalgia and comfort.
The report also emphasizes the significant role of playlisting, valued for its flexibility in organizing listening and facilitating collaboration with friends. While physical formats are appreciated for their aesthetic and tactile connection, the ease of curated playlists on streaming services drives much of their engagement.
Discovery, for Gen Z, is a constant process, happening through various channels including viral short-form videos, embedded songs in video games, TV, and film. Peer recommendations, whether through shared playlists or in-person gatherings, are also crucial for forming communal soundtracks and social bonds.
Breyner Baptista, Innovation & Culture Director at Blackstar, noted, "This report offers an unfiltered look into how 18-25 year olds engage with music today. Rather than industry assumptions, we have real first-hand observations from a demographic whose voices we don't hear a lot from." The study underscores the importance of understanding Gen Z's musical priorities to shape inclusive strategies and foster sustainable fan growth.
The 43-page report, freely accessible at www.genzseekingcommunity.co.uk, aims to move beyond assumptions by gathering unfiltered perspectives from 500 Gen Z respondents. Participants shared their experiences through voice notes and written answers, providing valuable insights into how they consume, discover, and connect with music.
Key findings reveal that music is indispensable to Gen Z, serving as a constant soundtrack to their lives, from daily routines to emotional support and mood enhancement. The study highlights that many in this generation are "musical omnivores," often prioritizing mood and emotion over strict genre allegiances. While new music is highly valued, older, familiar tunes provide a strong sense of nostalgia and comfort.
The report also emphasizes the significant role of playlisting, valued for its flexibility in organizing listening and facilitating collaboration with friends. While physical formats are appreciated for their aesthetic and tactile connection, the ease of curated playlists on streaming services drives much of their engagement.
Discovery, for Gen Z, is a constant process, happening through various channels including viral short-form videos, embedded songs in video games, TV, and film. Peer recommendations, whether through shared playlists or in-person gatherings, are also crucial for forming communal soundtracks and social bonds.
Breyner Baptista, Innovation & Culture Director at Blackstar, noted, "This report offers an unfiltered look into how 18-25 year olds engage with music today. Rather than industry assumptions, we have real first-hand observations from a demographic whose voices we don't hear a lot from." The study underscores the importance of understanding Gen Z's musical priorities to shape inclusive strategies and foster sustainable fan growth.
