Millennials have been around so long now that they are no longer a single generation but in fact 2 separate ones. The new younger Millennials, Gen Z, are those aged up to 19. They have dramatically different behaviors, expectations and attitudes compared to their older Millennial peers. Their use of technology, social media and content consumption are all rewriting the rule books and will catalyse some of the biggest changes in audience behavior and listening that the music industry has yet seen. If you thought streaming Millennials were re-defining the business of music, wait to see what Gen Z will do.
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