Spotify Unveils How Gen-Z is Redefining Music Discovery and Consumption in Pakistan

As the world marks two iconic occasions in August, International Youth Day and World Hip-Hop Day, Spotify is shining a spotlight on how Pakistan’s Gen-Z is reshaping music discovery and consumption. With their phones in hand and earbuds in, young Pakistanis are not just listening to music, they are building communities, reviving genres, influencing global trends, and driving cultural movements on the world’s leading audio platform.

From genres spanning Desi Pop and Indie to the unapologetically raw sounds of Punjabi Hip-Hop, Spotify data shows that Gen-Z is tuning in most often between 10pm and midnight, with mobile remaining their go-to device for streaming. In fact, Gen-Z isn’t just streaming, they’re curating. Playlist creation is up 45% this year, featuring tracks such as “Jhol” by Annural Khalid and Maanu, “Bikhra” by Abdul Hannan and Rovalio, and “Wishes” by Hasan Raheem, Umair and Talwiinder.

When it comes to hip-hop, Pakistan’s youth are not just listeners, they’re trendsetters. Local hip-hop has exploded on Spotify with streams surging over 245% since 2022. Leading the charge is Talha Anjum, whose tracks “Departure Lane” and “Heartbreak Kid” with Umair have seen exponential streaming growth, 2,700% and 500% respectively, since their release in 2024. Rising stars like JJ47, Jokhay, and JANI are also fast gaining traction, with Umair himself emerging as a breakout artist with a remarkable 1,200% growth in streams since 2022.

“The appetite for new sounds that Gen-Z has, whether it’s Desi Pop or the raw energy of Hip-Hop, reflects the generation of music enthusiasts that is bold, expressive and unafraid to experiment,” said Rutaba Yaqub, Artist & Label Partnerships Manager at Spotify for Pakistan and UAE. “It is exciting to see how they are not only streaming but actively curating and building communities on Spotify. This generation is clearly setting the tone for Pakistan’s music scene by amplifying voices of their favourite artists and pushing them onto the global stages.”

The top local voices in Gen-Z’s streaming reflect a generation that embraces both nostalgia and new finds. Talha Anjum, Umair, Atif Aslam, Hasan Raheem and Bayaan dominate the charts, while albums like “Safar” by Bayaan, “My Terrible Mind” by Talha Anjum, and “ROCKSTAR WITHOUT A GUITAR” by Umair have become cultural touchpoints for young listeners.

As Spotify continues to elevate local talent, these insights showcase Pakistan’s youth as passionate, expressive, and connected through music that transcends borders while remaining deeply rooted in their own culture and stories.