Half of Americans under 45 now regularly consume AI-generated music. That’s the finding from Morgan Stanley’s annual audio habits survey, and it should grab the attention of anyone watching how audiences are adapting to AI-created content.
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Key Takeaways
- Half of Americans under 45 now regularly listen to AI-generated music.
- 18 to 44 year olds spend 2.5 to 3 hours a week on AI music per Morgan Stanley.
- YouTube and TikTok dominate; traditional streamers haven’t captured this audience yet.
The numbers are striking. Between 50 percent and 60 percent of listeners aged 18 to 44 report spending 2.5 to 3 hours weekly on AI music, according to Luke Kawa at Sherwood News. That’s enough time to sit through James Cameron’s “Avatar.”
YouTube and TikTok are the primary delivery vehicles. The traditional streaming platforms haven’t captured this audience yet, though Morgan Stanley sees opportunity ahead.
What this means for media
If younger audiences are this comfortable with AI-generated audio, resistance to AI content in other formats may be weakening. Newsrooms watching the AI content debate should take note.
Morgan Stanley’s analysts are bullish on Spotify, expecting AI to fuel what they call “personalization 2.0.” They also view Warner Music’s recent partnership with AI music startup Suno as a smart move toward monetizing the trend rather than fighting it.
The survey marks the first time Morgan Stanley asked about AI music consumption. The fact that the baseline numbers are this high suggests AI content has moved well past the novelty phase for many consumers.
For media companies still debating whether to embrace or resist AI tools, the audience may already be making that choice for them.
