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

As the world celebrates International Youth Day and World Hip-Hop Day this August, Spotify has turned the spotlight on Pakistan’s Gen-Z, revealing how the country’s youth is reshaping music discovery, curation, and global trends.

With earbuds in and smartphones in hand, young Pakistanis are not just consuming music — they’re creating communities, reviving forgotten genres, influencing global sounds, and powering cultural movements on the world’s leading audio platform.

Streaming Habits of Pakistan’s Gen-Z

According to Spotify data, Pakistani Gen-Z listeners prefer late-night streaming, with activity peaking between 10 PM and midnight. Mobile devices remain their platform of choice, underscoring the generation’s love for on-the-go listening.

But their engagement doesn’t stop at streaming. Gen-Z is actively curating and creating playlists, which have increased by 45% this year. Among the most featured tracks are:

• “Jhol” by Annural Khalid and Maanu
• “Bikhra” by Abdul Hannan and Rovalio
• “Wishes” by Hasan Raheem, Umair, and Talwiinder

Hip-Hop: From Listeners to Trendsetters

One of the biggest stories is the meteoric rise of Pakistani hip-hop. Since 2022, local hip-hop streams have surged by 245%, reflecting its transformation from an underground genre into a mainstream force.

Leading this movement is Talha Anjum, whose tracks “Departure Lane” and “Heartbreak Kid” (with Umair) have skyrocketed in popularity, recording streaming growth of 2,700% and 500% respectively since 2024.

Other rising stars making waves include JJ47, Jokhay, and JANI, while Umair himself has emerged as a breakout artist, enjoying a 1,200% increase in streams since 2022.

Gen-Z’s Bold Appetite for Sound

“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.

She added that Pakistan’s youth are not only streaming music but also curating, amplifying, and building communities, ensuring their favorite artists get pushed onto global stages.

Top Artists and Cultural Touchpoints

Gen-Z’s listening patterns show a balance of nostalgia and fresh discoveries. Their top streamed local voices include:

• Talha Anjum
• Umair
• Atif Aslam
• Hasan Raheem
• Bayaan

Albums such as:

• “Safar” by Bayaan
• “My Terrible Mind” by Talha Anjum
• “ROCKSTAR WITHOUT A GUITAR” by Umair

…have become cultural touchstones, deeply resonating with young audiences.

A Generation Connected Through Music

Spotify’s latest insights highlight how Pakistani youth are not just passive consumers but active participants in shaping the country’s music scene. By embracing innovation while staying rooted in culture, Gen-Z is driving Pakistan’s artists into the global spotlight and redefining the way music is discovered, shared, and celebrated.