Chinanews.com, August 1st. Recently, your Music Research Institute released the Q2 "Chinese Digital Music Industry Quarterly Report" in 2020, which will provide 800 million monthly activities through the four major platforms of QQ Music, Kugou Music, Kuwo Music, and National K Song. Supported by user music behavior data, it interprets the needs of "Gen Z (under 25)" netizens for music.
Image source: Q2 2020 "Chinese Digital Music Industry Quarterly Report"
Affected by the growth environment and education level, the "Generation Z" groups under the age of 25 pursue individualization and pay attention to niche culture. Based on a sample of 2663 users, including 1488 male Internet users and 1,175 female Internet users, your Music Research Institute outlines several characteristics of the "Generation Z" music user portrait.
The frequency of listening to songs is extremely high: Nearly 80% of the interviewed users said that they listen to songs every day; they find that music is more autonomous.
Nearly 60% of users surveyed said that they mainly found music through their own active search.
Understand their preferences, more than 50% of the interviewed users indicated that they only pay attention to the type of music/musicists they like.
Strong sense of cultural confidence: In addition to popular genres, Guofeng music is the most popular music genre of "Gen Z" users.
Strong awareness of content payment: Nearly 70% of users surveyed are paying users of digital music.
Guofeng, folk songs, hip-hop, rhythm and blues and electronic music have become the five most popular non-pop music genres for "Gen Z" music users. In addition to the main channels of digital music platforms, short video platforms and live broadcast platforms, film and television, variety shows, and public broadcast scenes are also important channels for "Gen Z" music users to discover music. At the same time, more than 60% of the interviewed users said that if they like a certain musician's music, they hope to participate in the musician's music performance.