
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 ...
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...
01/06/2026
January 6 2026, 05:30 (PST) Dolby Sets the New Standard for Premium Entertainment at CES 2026
Throughout the week, Dolby brings to life the latest innovatio...
02/05/2026
Dalet, a leading technology and service provider for media-rich organizations, t...
01/05/2026
January 5 2026, 18:30 (PST) NBCUniversal's Peacock to Be First Streamer to ...
14/04/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
14/04/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
14/04/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
14/04/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
14/04/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
14/04/2026
Wowza will return to NAB Show 2026 with a set of live demonstrations focused on how video infrastructure is evolving for a new generation of AI-powered and oper...
14/04/2026
Stegawave Debuts Real-Time Forensic Watermarking to Tackle Piracy in Live Sports...
14/04/2026
Living in Boston: A Guide for Incoming Boston Conservatory Students From navigating the T to balancing school with professional gigs, a current student shar...
14/04/2026
Just What Is Genre These Days, Anyway? Understanding the business and art of genre-bending in 2026.
April 10, 2026
By
Bryan Parys
Illustration by Jack Fla...
14/04/2026
Lenora Helm Hammonds Is Turning Passion Into Plan A The dean of the Professional Education Division has seen the industry from all sides. Now shes bringing it...
14/04/2026
How Michelle Zalabak Found Her Dream Career in Music and Finance The Warner Music Group deal analysis manager helps determine what artist catalogs are worth a...
13/04/2026
ToolsOnAir Composition Builder 2026 Boilerplate
More Details: The Composition Builder 2026 application for macOS enables TV stations and Live Event broadcast...
13/04/2026
ToolsOnAr just:live pro 2026 Boilerplate
More Details: just:live pro 2026 is a Multi-Channel Live Production Playout solution for video and static or real-ti...
13/04/2026
ToolsOnAr just:play pro 2026 Boilerplate
More Details: just:play pro 2026 is a Multi-Channel automated 24/7 Master Control playout solution with SD, HD and U...
13/04/2026
ToolsOnAr live:cut 2026 Boilerplate
More Details: live:cut is an option to just:in mac pro 2025 and enables multicamera production workflows for up to 16 cam...
13/04/2026
ToolsOnAir Just In Mac Lite NDI 2026 Boilerplate
More Details: The Just In Mac Lite NDI application is a streamlined media capture solution designed specific...
13/04/2026
ToolsOnAir Just In Mac Lite 2026 Boilerplate
More Details: The Just In Mac Lite application is a streamlined media capture solution designed specifically for...
13/04/2026
ToolsOnAir just:in mac pro 2026 Boilerplate
More Details: just:in mac pro is a macOS-based client-server multichannel capture solution to record SDI, HDMI, N...
13/04/2026
Telos Alliance has announced that J nger Audio has joined the EBU ADM Implementers Group (ADM-IG) as a founding member. The group is focused on advancing ADM an...
13/04/2026
Grass Valley will demonstrate its Alliance Partner ecosystem at NAB Show 2026 (Booth C2408, Central Hall, April 19-22), showing AMPP integrations across live pr...
13/04/2026
Media Links will exhibit at NAB Show 2026 (Booth W2033), demonstrating IP transport solutions for live production including hitless protection technology, Xscen...
13/04/2026
NBC Sports has announced a programming, distribution, and sales partnership with...
13/04/2026
FloSports has promoted Chief Operating Officer Jayar Donlan to President, effective immediately. In his new role, Donlan will lead the company's commercial,...
13/04/2026
PanCam Pictures, the documentary production company founded by Paul Camarata, us...
13/04/2026
Mimir will exhibit at NAB Show 2026 (North Hall, Booth N2850), demonstrating its cloud-native media production platform with new capabilities including Mimir Cu...
13/04/2026
BBright has announced that its IP Gateway now supports the Reliable Internet Stream Transport (RIST) protocol. The addition will be introduced at NAB Show 2026 ...
13/04/2026
Net Insight has been awarded a development project through the European Space Agency's Navigation Innovation and Support Program (NAVISP), with co-funding f...
13/04/2026
intoPIX will exhibit at NAB Show 2026, marking the company's 20th anniversary. The company will demonstrate its JPEG XS compression portfolio and IPMX-appro...
13/04/2026
Starting from scratch, the team built an in-house content platform comprising ga...
13/04/2026
Here's a look at some of the new products and updates, along with audio-centric conferences, that attendees will find next week at the show
When the 2026 N...
13/04/2026
Avid will launch new integrated newsroom capabilities for Avid for News at NAB Show 2026 (Booth N2226, April 18-22), demonstrating how Avid Content Core connect...
13/04/2026
Synamedia has announced a new version of Quortex PowerVu, an IP-native, software...
13/04/2026
Mediaproxy has developed a suite of AI-powered tools for brand and advertisement tracking, integrated into its LogServer compliance logging and analysis platfor...
13/04/2026
Disguise will demonstrate its media servers and software at NAB Show 2026, appearing across five partner booths in Central Hall: MRMC, B&H, Planar, CarbonBlack,...
13/04/2026
OpenDrives is introducing OpenDrives Edge at NAB Show 2026, a hybrid cloud-edge performance accelerator for distributed video and rich media workflows. The prod...
13/04/2026
The show will deploy 18 cameras across two sets and the draft floor, including a...
13/04/2026
Intuitive EQ plug-in gets an upgrade
Following its official launch back in February 2026, Musik Hack's intuitive EQ plug-in has been treated to its firs...
13/04/2026
Flagship soft synth collection expanded
The latest version of UVI's flagship vintage-inspired soft synth collection has just arrived, expanding the suit...
13/04/2026
Free version of innovative string library arrives
Released in October 2025, Lux Orchestral Strings was said to be Sonuscore's most ambitious library to ...
13/04/2026
The Girls' Research Camp is part of the Technology - Future in Bavaria edu...
13/04/2026
Rohde & Schwarz transforms submarine communications for real time underwater dom...
13/04/2026
Rohde & Schwarz enables Pulsar signal simulation to support next-generation navi...
13/04/2026
L3Harris is accelerating the development of infrared payloads for Space Development Agency's Tranche 2 Tracking Layer, to help meet urgent national defense ...
13/04/2026
By leveraging cutting-edge unfilmed Gen III image intensifier technology, NOVA delivers unmatched clarity, range, and reliability in low-light environments - en...