It probably wouldn't surprise you that Gen Z music fans (18-24) in the U.S. are very busy listening to Normani, TOMORROW X TOGETHER and Doja Cat. But according to data provided to Billboard by Spotify, the service's largest age group by volume (34% of overall listeners) are also way into the music their parents, and maybe even grandparents, were digging at their age.
"A lot of these throwback artists are considered iconic or have songs that helped define a decade or genre -- like Tiffany’s '80s classic 'I Think We’re Alone Now,'" Shanon Cook, Spotify trends expert, tells Billboard. "It’s possible these younger listeners are checking out these artists because they’re coming across them through conversations with their parents, friends or through their own exploration of music history. Overall, we find there are no limits to discovery on Spotify, as evidenced by the sheer volume of discoveries taking place; since February of this year, we’ve seen an average of 11 billion discoveries per month."