According to data collected through YouGov Profiles between September 2025 and September 2026, 84 per cent of adults in Great Britain describe themselves as music fans. While the majority of respondents (65 per cent) report that their music consumption has remained stable over the past 12 months, 15 per cent state they are listening to less music, and 16 per cent report an increase.
Demographic figures show a strong generational divide among those listening to more music. Gen Z accounts for 50 per cent of the increased listeners, despite making up only 17 per cent of the adult population in Great Britain. Millennials represent 23 per cent of those listening more, while older cohorts under-index relative to their population size, with Gen X making up 16 per cent and Baby Boomers comprising 11 per cent of the increased listener group.
Gender breakdown data indicates that men account for 54 per cent of those reporting increased music consumption, compared to 46 per cent of women.
The study also outlines how British listeners discover new music. Among adults who have increased their listening habits, automated streaming service recommendations serve as the primary discovery tool for 53 per cent of respondents. Personal recommendations from friends and family follow closely at 42 per cent, social media and music blogs at 41 per cent, and traditional radio broadcasts and TV music channels at 40 per cent.
Additionally, a third of increased listeners (33 per cent) discover artists by exploring curated playlists and new genres, while 31 per cent attribute discoveries to film and video game soundtracks. Live concerts and music festivals account for new music discovery among 20 per cent of respondents.
