August 28th was International Youth Day and World Hip-Hop Day. In the spirit of this intersection, Spotify revealed some compelling data illuminating how Gen-Z in Pakistan is transforming the way music is discovered, shared, and experienced on its platform.
According to their statistics, Gen-Z users predominantly tune into the app between 10 pm and midnight, making late evening the prime listening window. Majority of users access the streaming platform through their mobile phones which remains the central device for streaming among the youth.
Spotify also revealed that active playlist curation saw a 45% increase among Gen-Z users. This shows how the generation values creating their own unique listening experience with tracks of their choice rather than relying on recommendations or pre existing playlists. Gen-Z is not just consuming music on Spotify, they are curating, building communities, and pushing local voices onto global platforms.
The stats also showcase hip hop’s meteoric rise in Pakistan. Local hip-hop streams have soared by 245% since 2022. Standout artists in this genre include Talha Anjum whose song Departure Lane is up 2,700% and Heartbreak Kid, which is up 500% since both tracks were released in 2024. Emerging talents with growing popularity include JJ47, Jokhay, JANI, and Umair. Umair notably grew 1200% since the year 2022.
These insights underscore a generation that is deeply passionate and expressive, united by music that is rooted in Pakistan’s culture yet open to global currents. Spotify’s launch in Pakistan is unlocking new pathways for local artists to rise and thrive beyond the local stage.
Spotify began operations in Pakistan (along with Bangladesh and Sri Lanka) on February 23, 2021, offering both free access and multiple subscription tiers designed to fit local needs. By making music accessible and affordable, the streaming platform helped tackle Pakistan’s longstanding piracy issues. With its availability, users who previously relied on illegal downloads now had a legitimate and affordable alternative.
Pakistan’s music industry has grown significantly as a consequence of Spotify’s launch. Streaming culture had never been introduced in the region up until this point. This has resulted in a massive increase in music consumption, artist fanbases and events. The concept of cohesive full length albums was also solidified and made easily accessible, further contributing to the growing musical richness in the country.
