For Gen Z, music has never simply meant pressing “play.” It has evolved into a lived, shared, multi-layered experience: discovered in video games, shaped by social media, celebrated within online communities and niche digital spaces. To Gen Z, music is identity, connection, culture. And naturally, they consume it differently. 

Seeking Community: A Guide into How Gen Z Consumes Music 

In April 2025, BPI, Lemontank and Blackstar Agency teamed up to work on a study titled “Seeking Community”, gathering insights from 500 participants across the UK, aged between 18 and 25. The study asked the participants to provide insights into how they consume, discover, and connect around music.

The key finding of this study was that, to Gen Z, music is indispensable; it acts as the constant soundtrack to everything they do, be it commuting, working, studying, or just being present. 

Another major insight revealed music as a core pillar identity and self-expression, closely tied to fashion and personal aesthetics. Many participants described music as a gateway to self-discovery, and emotional grounding. 

Gen Z and Music Discovery: 

In terms of finding new music, the “Seeking Community” participants reported that they lean towards playlists across multiple DSPs, such as Spotify, Apple Music and Soundcloud, with each using a platform that caters to their preferences and their current setting, such as YouTube for more accessibility and diversity of content like live performances. However, physical mediums are still relevant; either for aesthetic, nostalgia, or other reasons like deeper emotional connection.

Social media, unsurprisingly, plays a defining role. A 2024 Deloitte report found that Gen Z increasingly relies on short form video platforms and UGC content, meaning music discovery often happens passively, while scrolling, sharing, or engaging with trends.  

Additionally, gaming has become one of the most powerful gateways for music discovery among Gen Z. As video games evolved from linear storytelling to immersive, community-driven worlds, their role in shaping how young audiences find and experience music has expanded dramatically. 

Regional Spotlight and Gen Z Artists

Across the Middle East and North Africa, these dynamics are also playing out. For example, the young Syrian star Al Shami (22 yrs old) has been spotlighted by Billboard Arabia as part of the new wave of Gen Z-led artists redefining Arabic music’s global reach.  This is one great indication that Gen Z voices are increasing in the region, and that they don’t just listen to music; they actively create it and live it.