Today’s digital entertainment landscape was designed by and for millennials. New generations are seeking something different. This report examines the entertainment behaviours of the youngest members of the Gen Z cohort, aged 16–19 – where they are spending their time, how, and why. It explains how to rewire entertainment experiences for Gen Z and Gen Alpha, with playbooks for the music industry and beyond.
Key data and insights in this report:
- Data presented mainly for 16-19 year old groups, often compared to consumer average or other age groups.
- Weekly time spend on different entertainment types by 16–19-year-olds across time, going back to 2022
- Prevalence of listening to new releases and having conversations about music across age groups
- Importance of music streaming as part of identity across age groups, compared to 2023
- Music streaming behaviour snapshot: top consumption platforms by WAUs, monthly music behaviours
- Gaming behaviour snapshot: top games services paid for, monthly gaming behaviours
- Audio behaviour snapshot: top podcast genres, platforms for podcast access and MAU for podcasts and audiobooks
- Social media behaviour snapshot: top social platforms by WAUs, weekly feature use for social platforms
- Behaviours towards reducing screen time
- Attitudes to AI on social platforms and music artists using AI
- Attitudes towards remixing and modifying existing content
Data used:
- MIDiA Research Consumer Survey Q1 2026, US, UK, Australia, Canada, France, Spain, Poland, Japan, Colombia, n = 9,000
- MIDiA Research Consumer Survey Q4 2025, US, UK, Australia, Canada, Germany, France, Sweden, South Korea, Brazil, n = 9,084
- MIDiA Research Consumer Survey Q4 2024, US, UK, Australia, Canada, Germany, France, Sweden, South Korea, Brazil, n = 9,019
- MIDiA Research Consumer Survey Q4 2023, US, UK, Australia, Canada, Germany, France, Sweden, South Korea, Brazil, n = 9,000
- MIDiA Research Consumer Survey Q4 2022, US, UK, Australia, Canada, Germany, France, Sweden, South Korea, Brazil, n = 9,000
- MIDiA Research Consumer Survey Q1 2023, US, UK, Australia, Canada, n = 4,000.
- MIDiA Research Consumer Survey Q1 2026, US, UK, Australia, Canada, n = 4,000.
‘ The preceding article may include information circulated by third parties ’
‘ Some details of this article were extracted from the following source www.midiaresearch.com ’
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