The Beat Goes On: Gen Z’s Music Streaming Platform Preference Revealed

The Beat Goes On Gen Z's Music Streaming Platform Preference Revealed

Music is an integral part of the lives of Generation Z, the tech-savvy and digitally connected young generation. With a plethora of music streaming platforms available at their fingertips, the question arises – which one do they prefer the most? We conducted a comprehensive survey across high schools and colleges in the United States to delve into the preferences of Gen Z students. The results are in, and they offer fascinating insights into the music streaming platform of choice for this tech-savvy generation.

Spotify Reigns Supreme

After analyzing the responses of 4,890 Gen Z students, it’s evident that Spotify emerges as the undisputed champion. Out of the total respondents, a whopping 2,474 students (50.6%) opted for Spotify, making it the most favored music streaming platform among Gen Z.

Apple Music, the Runner-up

Coming in a close second is Apple Music, with 1,108 students (22.7%) choosing it as their preferred platform. While Spotify leads the pack, Apple Music’s popularity shouldn’t be underestimated, as its user-friendly interface and seamless integration with Apple devices resonate with many Gen Z users.

YouTube’s Dual Appeal

YouTube takes third place in this race, captivating 751 students (15.4%) with its vast collection of music videos and user-generated content. The appeal of visual content combined with music makes YouTube a unique and compelling option for Gen Z listeners.

Spotify’s Gender Divide

Breaking down the preferences by gender, an interesting trend emerges. Among the surveyed females, a staggering 1,630 (49.9%) chose Spotify as their top choice. The platform’s curated playlists, personalized recommendations, and vast library of artists likely contribute to its popularity among young women. Let’s not forget how curating your not so ‘cool’ playlist is completely private – did someone say “Siri, play Dolly Parton on Spotify”.

On the other hand, 778 (50.8%) of the male respondents showed a strong preference for Spotify. It’s clear that this platform appeals to both genders, making it a universal favorite among Gen Z music enthusiasts.

Apple Music’s Appeal Across Genders

Apple Music’s allure extends across both genders, with 327 males (21.3%) and 767 females (23.5%) choosing it as their preferred platform. The platform’s seamless integration with Apple devices and exclusive releases likely contribute to its popularity among Gen Z users.

Divergence Among “Other” Respondents

Interestingly, among the respondents who selected “Other” as their preferred platform, Spotify remains the dominant choice. Out of the 99 students who chose “Other,” 66 (66.7%) still preferred Spotify, highlighting its universal popularity.

Our survey offers an enlightening glimpse into the music streaming platform preferences of Generation Z students across the United States. Spotify reigns supreme as the most favored platform, winning the hearts of both male and female respondents. Apple Music follows closely, appealing to users with its seamless integration, while YouTube’s unique combination of music and visual content secures its place as a strong contender.

It’s evident that Gen Z’s music streaming preferences are shaped by factors like ease of use, exclusive content, curated playlists, and vast libraries of artists. As technology continues to evolve, the landscape of music streaming may change, but for now, Spotify continues to rule the hearts and playlists of the young generation.

In this fast-paced digital era, music streaming platforms play a pivotal role in shaping the musical experiences of Gen Z. As they continue to explore and discover new artists and genres, these platforms will undoubtedly adapt and innovate to meet the ever-changing demands of this dynamic generation. Whether it’s studying, working out, or simply unwinding, the beat goes on for Gen Z, powered by their favorite music streaming platforms.

Why does this matter? This survey wasn’t sponsored by any of the big music streaming brands but is simply an example of how Gen Z are connected to mainstream brands. This means that brands can connect back to Gen Z by offering scholarships through the ScholarshipOwl for Business platform. Through this platform, brands can create and launch scholarship campaigns, and promote them to the millions of students who apply for scholarships on the ScholarshipOwl platform. This benefits both students and brands, enabling businesses to build relationships with Gen Z in support of their marketing and communication goals.

To find out more about creating and launching a scholarship campaign, visit