December 1 2021, 05:30 (PST) New Survey from Dolby Reveals Shifts in Music Listening Behavior Among Adults in the U.S.
Nearly 70% of Gen Z have recently discovered a song released over a decade ago for the first time.
More than half of adults feel they were born in the wrong era because of their taste in music, and for most, the 2000s best match their music preferences.
Nearly 90% believe enhanced audio quality is a must-have when streaming music, and 80% of those upgraded or changed services to one with better quality.
jpg
SAN FRANCISCO - December 1, 2021 - Dolby Laboratories, Inc. (NYSE: DLB), a leader in immersive entertainment experiences, released findings from a new survey illustrating a shift in music listening behavior. The U.S. study of adults (18 or older) who regularly listen to music found that many, particularly Gen Z, have recently discovered iconic songs and artists from past decades for the first time while others are rediscovering songs from their past. The research revealed social media and Hollywood entertainment have a strong influence over how people discover music. In addition, the study also found that better audio quality is a priority for many, particularly Gen Z, when choosing a streaming subscription over other features.
Music fills our lives with moments of joy and has been a way to escape the challenges we have faced over the past two years. This has driven changes in consumer behavior, such as the revival of music from past decades to the prioritization of better-quality experiences that allow listeners to connect more deeply with their favorite artists and songs, said John Couling, Senior Vice President of Entertainment at Dolby Laboratories. As we look to the future, we expect these influences to have a lasting impact over how we enjoy music.
The US-based survey, conducted by OnePoll in November 2021, polled 2,000 general population adults who regularly listen to music for at least one hour per day. The survey examined their listening behavior, purchase decisions, and habits formed from the COVID-19 pandemic.
U.S. adults are feeling nostalgic based on their choices in music
A number of respondents feel like they were born in the wrong era because of their taste in music, which was highest among Gen Z. This has led to the increased popularity of iconic songs and artists being rediscovered or discovered for the first time.
Six in 10 feel like they were born in the wrong era because of their taste in music, which was highest among Gen Z (nearly 80%). For most, the era that most closely matches their taste in music was the 2000s.
Almost half have recently discovered a song released over a decade ago, which was highest among Gen Z respondents (nearly 70%).
Almost half stated they had rediscovered an iconic song or album within the past two years, particularly Gen Z (over two-thirds).
Most respondents, close to 70%, are embarrassed to share their music playlists with others, particularly their boss.
Social media and Hollywood entertainment heavily influence the discovery of new music
Social media is the most significant influence shaping how people discover new music, while movies and TV shows play an equally important role.
57% said social media is the top way they discover music.
While YouTube is the most popular platform for discovering music, according to 79% surveyed, Facebook, Instagram, and TikTok significantly influence how people find new songs.
Almost a fourth of people who recently discovered a song released over a decade ago attribute this discovery to a viral video on social media.
Six in 10 have also discovered a new artist or song after watching a TV show or movie.
People in the U.S. are spending more time and money on music
Music has been a vehicle for escapism as many now spend more time and money on music than they were at the start of 2020.
Over two-thirds spend more time listening to music each day than before the start of 2020, with over half listening to music four hours per day or more.
55% indicated that they spend more money on music purchases each month, such as streaming subscriptions, than at the start of 2020.
Many are prioritizing audio quality when enjoying music
When choosing a music streaming plan, music fans prioritize quality above all - especially Gen Z. This insight coincides with broader industry trends around the uptick among streaming services that offer subscribers enhanced audio through spatial audio experiences like Dolby Atmos or high resolution (HD) audio.
Among those who pay for a music streaming plan, nearly 90% agreed that enhanced audio quality is a must-have feature of their subscription, of which more than half strongly agreed.
Of this group, 82% have upgraded, changed subscriptions, or explicitly paid for a service because it offered better audio quality.
Nearly two-thirds who pay for a music streaming subscription indicated that better sound quality was more important than other features such as ad-free listening, exclusive content, or the ability to add multiple users to their account.
Over 70% surveyed are likely or very likely to purchase a new audio device within the next six months specifically to enhance their experience when listening to music.
Preference for better audio quality was notably high among Gen Z:
Nearly half of Gen Z surveyed who pay for a music streaming subscription want access to the latest cutting-edge audio technologies with their plan.
86% of Gen Z surveyed are likely to purchase a new audio device in the next six months to get better audio quality when enjoying music.
The survey also uncovered:
Comparing various types of in-car entertainment, most see the biggest opportunity for enhancing the listening experience when enjoying music in the car (43%), followed by audiobooks and podcasts (23%).
More than two-thirds sta
Most recent headlines
05/01/2027
Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be ...
06/09/2026
June 9 2026, 23:00 (PDT) Dolby and MagentaTV Bring Fans Closer to the FIFA Worl...
04/08/2026
Dalet, a leading technology and service provider for media-rich organizations, t...
04/07/2026
April 7 2026, 19:00 (PDT) Detective Conan: Fallen Angel of the Highway Opens in...
10/06/2026
DAZN-owned digital-media company launches three fan-first series leaning into cr...
10/06/2026
Clear-Com has announced the appointment of Jason Dino as Southwest Regional Sales Manager USA, covering Southern California and the Southwest region. Dino joins...
10/06/2026
An 11% decrease in number of global broadcast deals reflects the organization...
10/06/2026
The Women Without Boundaries Awards recognize women whose work is advancing the future of media, broadcast, AV, workplace technology, digital experience, and re...
10/06/2026
Today is match day minus two for FIFA and HBS. On Thursday, there will be two ma...
10/06/2026
SES is supporting broadcast distribution of the world's biggest football tou...
10/06/2026
NDI has announced that BirdDog has become the first hardware manufacturer to achieve full NDI 6.3 compatibility across its complete lineup of cameras, encoders,...
10/06/2026
Vince Caputo and Scott Carter, winners of the 2026 Sports Emmy for Outstanding Post Produced Audio have been announced as presenters for the 2026 SVG Advanced A...
10/06/2026
FOX One today unveiled a slate of new product features and enhancements designed to elevate the viewing experience for fans on the official streaming platform o...
10/06/2026
Primary production partners Dome Productions and Raycom Sports once again played...
10/06/2026
The Women in Sports Filmmaking Experienceship is an immersive professional devel...
10/06/2026
The league has expanded its HSAN architecture for the NBA Finals to manage more ...
10/06/2026
The inaugural MoonPay X Games League (XGL) Winter Draft will take place Wednesday, September 16, 2026 at Cosm Los Angeles from 7-9 p.m. PT. The event will strea...
10/06/2026
The University of Oklahoma (OU) Athletics Department and Learfield have announce...
10/06/2026
The Video Services Forum (VSF) has released TR-06-4 Part 8, a new specification for RIST Satellite-Hybrid: Out-of-Band Method. The specification creates a mecha...
10/06/2026
Riedel Communications provided the communications infrastructure for the 14th World Live Neurovascular Conference (WLNC) in Lisbon, supporting live medical proc...
10/06/2026
A still from The Doom Generation by Gregg Araki (Courtesy of Sundance Institute)
By Lucy Spicer
Have you checked out our Sundance Film Festival 101 list yet...
10/06/2026
Get Hands-On with Interfaces & Mic Preamp Brands
If youre after a new interface or preamp, then GearExpo UK is the place to be! Well have a whole host of au...
10/06/2026
November 13-14 2026, The Midway, San Francisco
Following their recent rebranding, MONO Music Conference (formerly Music Expo) have officially announced thei...
10/06/2026
Debut instrument free for limited time
deFORM is the debut release from newly founded developer ebbandflow, and it's being offered as a free download fo...
10/06/2026
Alone Australia Season 4: Meet the Cast
10 June, 2026
Media releases
WATCH THE TRAILER
Smash-hit survival series Alone Australia drops its highly anticipa...
10/06/2026
DEADLY THEN, DEADLY NOW, DEADLY ALWAYS: SBS & NITV IGNITE NAIDOC WEEK 2026 WITH ...
10/06/2026
Rohde & Schwarz and TRUMPF advance laser-based drone defense with THORIS LCS Rohde & Schwarz is showcasing THORIS at ILA 2026: A sovereign, end to end counter...
10/06/2026
MAHLE and Rohde & Schwarz develop application for sensor testing of modern drive...
10/06/2026
Production and Development Funding supports the creation of compelling, commercially viable, artistic and culturally relevant South African screen content. Deve...
10/06/2026
Media buyers and sellers can now compare YouTube reach from computer, mobile, an...
10/06/2026
Accedo, Humans not Robots, and the Institution of Engineering and Technology (IET) have announced the launch of Ecoflow X. Formerly an IBC Accelerator project, ...
10/06/2026
Frequency, the engine powering the world's leading streaming television channels, today announced that James Smith has joined the company as General Manager...
10/06/2026
At the 14th World Live Neurovascular Conference (WLNC) in Lisbon, Riedel Communications provided the communications infrastructure for live medical procedures s...
10/06/2026
Globecast, a leading provider of broadcast, media, and entertainment managed services, today announced the launch of its Content Exchange platform powered by Or...
10/06/2026
Klvr will showcase how venues, integrators and production teams are rethinking disposable battery usage at InfoComm 2026 (Las Vegas, June 17-19, booth #N6311). ...
10/06/2026
The Video Services Forum (VSF) has further enhanced the Reliable Internet Streaming Transport (RIST) protocol by incorporating a new feature, RIST Satellite-Hyb...
10/06/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
10/06/2026
10 Jun 2026
VEON's Banglalink Brings Every World Cup 2026 Match to Football...
10/06/2026
Wednesday 10 June 2026
How to watch every ICC Women's T20 World Cup 2026 match live on Sky Sports
Where is the ICC Women's T20 World Cup 2026 availabl...
10/06/2026
Wednesday 10 June 2026
P RLA brings first-ever Beautifully Clean Oral Care'...
10/06/2026
Wednesday 10 June 2026
Sky reveals pulse-pounding first teaser trailer for upco...
10/06/2026
Wuppertal June 10, 2026
Riedel Artist at the Heart of the 14th World Live Neurovascular ConferenceAt the 14th World Live Neurovascular Conference (WLNC) in Li...
10/06/2026
Back to All News
Netflix Showcases New Mobile Experience, Collections and Games Vision in APAC
Product
10 June 2026
GlobalSouth KoreaJapan
Link copied to c...
10/06/2026
Back to All News
Ready to Join? The Netflix Fan Club Arrives at Cannes Lions
Business
10 June 2026
Global
Link copied to clipboard
Download all assets
N...
10/06/2026
Chemists snap together complex 3D molecules from highly reactive radicals-without losing their shape Scripps Research team develops stereoretentive radical-radi...
09/06/2026
Kiswe announces an expanded long-term partnership with ONE Championship (ONE), t...
09/06/2026
SiriusXM will broadcast FOX Sports' English-language commentary for all 104 FIFA World Cup 2026 matches from June 11 through July 19, available to subscribe...
09/06/2026
EVS has announced it is changing its corporate name from EVS Broadcast Equipment to EVS, reflecting the company's expanded portfolio beyond broadcast equipm...
09/06/2026
Fox Corporation and the NFL have announced a multi-year agreement to bring NFL c...
December 1 2021, 05:30 (PST) New Survey from Dolby Reveals Shifts in Music Listening Behavior Among Adults in the U.S. 
