Social networks dictate trends: analysis of auditions in MTS Music

Analysis of listening in the service MTS Music for the period from June 1 to September 30, 2025 revealed the leaders of the charts due to the popularity of tracks in social networks. The top 3 included the songs "Espresso Macchiato" (Tommy Cash), "Wave" ("Tima Seeks Light") and "Kitchens" ("Bond with a Button").

Especially active listened to tracks from TikTok - their listening was 34% higher than the same for Reels. Auditions at Reels increased by 80%, and from TikTok by 27%. Millennials (25-41 years) were the most active audience, covering 62% of listeners at Reels and 64% in TikTok, while Boomers (59-81 years) listened to this music the least – 3% at Reels and 5% in TikTok.

The top regions where tracks from social networks were most often heard were similar for Reels and TikTok, including cities such as Moscow, St. Petersburg, Krasnodar Krai and others. The most popular tracks on social media in general included [list the most listened tracks as stated in the original].