Musical Gaps: How Generation Z is Different from MTS Senior Listeners
Automatic translation. Read the Russian original
The MTS Music service conducted a study to understand how the musical tastes of Generation Z (14-24 years old) differ from those of older listeners. Analysis of user activity over the past seven months (January-July 2025) revealed significant differences.
About half (46%) of the favorite tracks of buzzers did not resonate with representatives of older generations. Especially noticeable discrepancy with the boomers (59-81 years) – as much as 72% of the favorite songs of buzzers are not interesting to baby boomers. With users 42-58 years old (Generation Y), the discrepancy is less – 54%.
The most popular track among the buzzers was the ATLXS hit “Passo Bem Solto”, which is not popular with older listeners. These studies are timed to the International Youth Day (August 12).
The top 5 tracks, popular with buzzers but not other generations, also included: "Heritage," Sky Rae, Icegergert; "Plans for Tomorrow," Migrant, Tigo; Zachem, BAbyBoi, 6ynthmane, BabyBoi, 5sta Family; and "Lambada," N1NT3ND0. The use of these tracks in social media videos has played an important role in their popularity. Basically, buzzers preferred rap, and pop music and rock ranked second and third in popularity.