Nearly everyone listens to music, but a key way of understanding marketing music is to look at how people listen and where.

Taking into account recent conversations about consumption, WordPlay T. Jay began thinking about different ways to reach different age groups when marketing.

“Different generations use streaming differently and consume music differently, so I want to share how to market to and reach each generation best.”

Artists must also take their content into account and what age it is mostly marketed to, considering genre, explicitly and other factors that may affect the target audience.

Generation Z, ages 7-22

This generation primarily consumes music through Spotify, making up 68 percent of its listeners, Apple Music and YouTube.

The best way to reach young people today is with social media, especially TikTok, Instagram and SnapChat. For advertising, Facebook, Instagram, Apple Music and YouTube would be the best places to spend money.

Millennials, ages 23-38

Millennials stream with Spotify most, then use Apple Music and YouTube. They also still use TikTok, Instagram and YouTube.

For advertising, it’s best to use a combination of social media platforms. Also understand that Millennials are getting to an age where they may lose time previously spent listening to music to other things like career or family.

Artists might also try to reach Millennials in more traditional ways, like email newsletters.

Generation X, ages 39-54

This is where listening really starts to shift. YouTube, Spotify and Amazon Music — yes, Amazon Music — are the top choices for this generation.

Most people listening on Amazon also have a Prime account, so it’s a way of streamlining retail shopping and hobbies or interests in a different way.

Many use Facebook, YouTube and TikTok, and advertising to Gen X’ers also says more traditional, like on YouTube, Amazon or through email.

Baby Boomers, ages 55-73

Most boomers don’t stream (53.6 percent), but those listening to music will do so on Spotify, Amazon Music or YouTube. An 11 percent of the total falls to “other” which may be largely Pandora.

Reaching these individuals for marketing or advertising is also more difficult. Face-to-face interaction is best, and other methods like television or radio ads may be more successful than things like YouTube or email.

For more about how different generations like to consume music, check out the video below!