From TikTok Discovery to Vinyl Revival, Gen Z is Reshaping the Conventional Soundscape: Audio Tech Lifestyles

Music is woven deeper than ever into daily life, but the ways listeners discover, consume and value it are shifting fast. And that’s especially true among younger audiences. Futuresource Consulting’s ‘Audio & Music’ edition of its Audio Tech Lifestyles reports reveals how immersive tech, retro formats, AI-generated content and changing subscription habits are redefining the global audio market. 

“Based on more than 10,000 consumer surveys carried out across the USA, UK, Germany, Japan and China, the latest Audio Tech Lifestyles reports give us our most complete picture of the audio consumer so far,” says James Duvall, Principal Analyst at Futuresource Consulting. “And the results from our Audio & Music segment show that Gen-Z are redefining what it means to be an audio consumer. From buying cassettes they can’t play, to moving away from TikTok in their search for new music, they are creating a landscape that is fragmented, dynamic, and full of opportunity.” 

Streaming still rules, but discovery channels are shifting 
Streaming remains the dominant way people discover new music, yet TikTok has achieved serious traction, and is now the third most-used platform overall for discovery (27%). It’s also the second choice for Gen Z at 40%. The rise of short-form content is reshaping how hits are made and where audiences spend their time. 

Immersive tech shows high awareness, but lower understanding 
Dolby Atmos remains the most recognised audio technology, with 43% awareness among Millennials. But among Gen Z, awareness of audio tech is far lower, especially for 16- to 18-year-olds who are just beginning their high-quality audio journey. Even so, Dolby Atmos leads the pack here too, followed closely by Sony 360, pointing to a competitive landscape with headroom for education and growth. 

Gen Z drives the retro revival 
Despite being digital natives, Gen Z are also fuelling the resurgence of physical media. 60% say they buy vinyl, with nearly two-thirds of them having purchased in the past year. Strikingly, 28% of Gen Z vinyl buyers don’t own a turntable. The pattern repeats with cassettes, with 42% having purchased one in the past year, although half are unable to play them. This demonstrates that nostalgia and collectability are reshaping value far beyond functionality. 

AI content rising and dividing opinion 
Nearly half of all respondents have listened to AI-generated content, with adoption highest in the USA. Among Gen Z, 55% are already consuming AI music, and a third rank AI tracks as a top feature of their streaming service. It’s a fast-moving trend that excites younger audiences while raising broader industry questions about authenticity, rights and creative integrity. 

Podcasts, audiobooks and the audio world beyond music  
Non-music audio content continues to grow. For Gen Z, 81% listen to podcasts versus 65% for audiobooks. Yet audiobooks inspire more consistent engagement, with 74% listening weekly, compared to 64% of podcast users. These formats are pulling young audiences into new listening habits that extend beyond music. 

“The way we enjoy audio is always in flux,” says Duvall. “Generations bring different habits to the table. Technologies rise and fall, and formats we thought were forever confined to obscurity begin their resurgence. What’s clear is that audio is constantly on the move, passing between spheres of discovery, immersion, collectability and creativity. The future of listening will be less about one dominant channel, and more about a rich ecosystem of choices that reflect who we are and how we want to live.” 

About Futuresource Consulting 

Futuresource Consulting is a leading research and consulting firm, providing in-depth analysis and strategic insights for the technology, media and audio industries. 

The Audio Tech Lifestyles series comprises three reports on headphones, home audio, and audio & music. Each report delivers unique insights into consumer behaviour, preferences and market dynamics. For more information or to purchase the reports, please contact [details]. 

Press Contact: Nicola Finn, Marketing Manager, Futuresource Consulting, nicola.finn@futuresource-hq.com