Engagement Metrics

Average Daily Listening Time

Gen Z

3h 43m

Millennials

3h 00m

Gen X

2h 15m

Boomers

1h 30m

Global average: 2h 37m daily

Key Engagement Metrics by Age Group (2025)

Platform Features Usage (2025)

Playlist Creation

47% of users create personal playlists

Millennials are 32% more likely to create playlists

Average playlists per active user: 7.2

Social Sharing

38% share music on social platforms

Gen Z shares 2.8x more than other generations

Top channels: Stories (49%), Messages (31%), Posts (20%)

Active Engagement

63% save tracks to libraries

Average skip rate: 29.3% across all users

Follower-to-creator ratio: 8.3:1 for user playlists

Signals of High Engagement

Save Rate 65.4%

Repeat Listens 42.7%

Playlist Additions 38.2%

Social Shares 16.9%

Engagement Context (2025)

Key Insight: The most engaged users (top 20%) account for 57.3% of total streaming time. These "super listeners" are 4.2x more likely to create playlists, and 3.7x more likely to share music socially. Gen Z leads in social integration, with 64% of their discoveries coming from social media integrations, compared to 43% for Millennials and 27% for Gen X.