New Data: Gen Z’s Passion for Discovering New Music is a Big “Meh”

The desire to be at the center of attention has never been stronger thanks to Social Media.  But  being the first to discover new music, a once powerful social currency and motivator for previous generations, appears to play a smaller role in Gen Z’s music habits.

For generations before Gen Z, the taste-forming years were deeply intertwined with discovering new music and identifying with emerging artists.  From the Beatles and Rolling Stones in the ’60s, to the rise of punk and new wave in the ’70s and ’80s, to the grunge, dance and hip-hop explosion of the ’90s and 2000’s, music often served as both a cultural divider and a unifying force. It shaped peer group segmentation, provided common ground for friendships and relationships, and established musical identities that often lasted a lifetime. Whether through radio, record stores, MTV or even early 2000’s peer to peer file sharing, discovering new music was an active process, one that defined youth identity and helped cement social bonds.

However, as we look at Gen Z’s relationship with music discovery today, something has changed. The latest data from NuVoodoo’s January 2025 Digital Media Study suggests that Zoomers are less passionate about actively seeking out new artists and songs compared to previous generations. What’s behind this shift, and what does it mean for the future of music discovery?

New Music Discovery: A Generational Breakdown

Before diving in, it’s important to outline how we structured this part of our study. First, we asked all respondents about the importance of discovering new artists and songs, using a scale from 1 to 6. Those who rated new music discovery as at least somewhat important (4 or better) were then asked a follow-up question: where do they regularly find out about new music or any unfamiliar songs and artists they find appealing? Recognizing that we live in a multi-screen and multi-speaker world, we allowed respondents to name more than one source, as long as it was a regular method of music discovery.

Working from the most experienced music listeners down to the youngest, the results are telling:

• Boomers and Beyond  (Age 60+): New music discovery is largely an afterthought for this group. Only 35% rated it at least somewhat important (4+), with just 18% in the upper third of the response range (5+), and a mere 9% extremely passionate (6-only). For Boomers, music engagement tends to focus on nostalgia and long-standing favorite artists rather than seeking out fresh sounds. Radio is the primary driver for all music discovery, followed by recommendations from family and friends, in this generation (see below).
• Gen X (Age 44-59): This group shows more interest than Boomers, but it’s still tempered. 61% rate new music discovery at 4+, 40% at 5+, and 23% at 6. Traditional sources such as radio and personal recommendations remain strong for discovering songs and artists, along with social media and music videos.  Visual media, gaming, streaming services and algorithmic suggestions hold sway with this generation as well.
• Millennials (Age 28-43): Millennials emerge as the most engaged generation when it comes to music discovery. 67% rate it as at least somewhat important (4+), 45% rate it in the tier of the importance scale (5+), and 29% are extremely passionate (6). They rely heavily on social media, streaming service algorithms, and video content, but they also remain connected to radio, recommendations from friends and family, and music videos.  This is the most diversified answer set for music discovery sources compared to any other generation.
• Gen Z (Age 13-27): Given that Gen Z is in the prime period of taste formation, their results were surprising. While 63% rate new music discovery as at least somewhat important (4+), only a third rate it in the Top 2 on the importance scale (5+), and under one in five are extremely passionate (6-only). This is lower than expected, given that this age group has traditionally been a key driver of musical discovery and cultural shifts in the past.

Why Is Gen Z’s Passion for Music Discovery So Meh?

Several factors may contribute to Gen Z’s unexpectedly subdued enthusiasm for new music discovery:

• Music is more passive now. With algorithmic playlists, TikTok trends, and video game soundtracks constantly surfacing new songs, Gen Z may not feel the need to actively seek out music in the way past generations did. Music fulfilling this generation’s taste simply comes to them.
• Shorter attention spans and multi-tasking. Unlike Millennials who came of age during the peak of music video culture and radio dominance, Gen Z consumes music alongside other content—scrolling through social feeds, playing games, or watching videos—rather than sitting down to listen intentionally.
• A different definition of ‘new.’ Music discovery for Gen Z isn’t just about brand-new releases. Many are discovering older songs through viral TikTok trends, movie soundtracks, and even deep dives into past decades via streaming services.  While this is not unlike a young Xer finding his older brother’s Jimmy Hendrix album, technology allows this phenomenon to scale extensively.

How Gen Z (and Others) Discover Music Today

For those who rated music discovery at least somewhat important (4+), we asked where they regularly find artists and songs unfamiliar to them (old or new). The top answers varied by generation:

• Social media reigns supreme for Gen Z (50%) and Millennials (50%), particularly for Gen Z women (56%).
• Radio is still a key player for Boomers (41%) and Gen X (34%), but has far less influence on Gen Z (19%).
• Friend and family recommendations remain steady across generations (33%-38%), showing that personal influence still matters.
• Streaming service algorithms are crucial for Millennials (34%) and Gen Z (30%), but not as much for Gen X (24%) or Boomers (10%).
• Movies, TV shows, and video games are major discovery channels for Gen Z (31%) and Millennials (33%).

What This Means for the Future of Music Discovery

Gen Z’s more passive, algorithm-driven discovery process signals a shift in how music reaches younger audiences. While past generations might have scoured liner notes, tuned into radio countdowns, or dug through record store bins, Gen Z expects music to find them—via social feeds, gaming soundtracks, and AI-curated playlists.  They are accustomed to technology assisted curation.

For the music industry, this means that breaking a new song requires a more complex, multi-platform approach. Labels, artists, and marketers must engage Gen Z where they already are: social media, gaming, streaming algorithms, and visual content. The challenge isn’t just getting their attention—it’s holding onto it long enough to spark passion.

While the study suggests Gen Z isn’t as fanatical about new music discovery as previous generations at the same life stage, their behaviors reflect a new era where music is simply one of many forms of content competing for their time. Whether that means today’s music culture will be less defined by generational ‘anthems’ or if these trends shift as Gen Z ages remains to be seen. What’s clear is that music discovery in 2025 looks very different from any era before it.

NuVoodoo conducts research and manages marketing campaigns for clients across a wide variety of industries.  It’s easy to get in touch.  Email tellmemore@nuvoodoo.com to learn how we can be a valuable partner.