Reports: youth

Snapchat represents the Millennial zeitgeist more than any other single app. It continues to engage digitally native young audiences just as much as it appeals to traditional media brands, such as Viacom and CBS, desperate to reach young audiences on their own turf.

Music messaging apps are one of the most exciting and disruptive music consumer behaviours to emerge since file sharing first raised its head in the late 1990s. Apps like Musical.ly and Dubsmash have catalyzed entirely new ways for young music fans to engage with music, blurring the lines between creator and audience.

Natives and Immigrants demarcate the digital world. While Digital Immigrants bear the baggage of their analogue era past, Digital Natives have only ever know ubiquitous connectivity and content availability. Consequently the digital music behaviour of Digital Natives evolves at a dramatic pace and markedly over indexes against the Digital Immigrants.