Tech Desk 
Aug 28, 2025
Spotify has revealed new data showing how Pakistan’s Gen Z is redefining music discovery and streaming behaviour. With their smartphones and earbuds at their side, young Pakistanis are doing more than just listen. They are starting communities, reviving genres, and starting cultural movements via the audio platform.
According to Spotify's insights, Pakistan’s Gen Z prefers listening later in the evening (between 10pm and 12) and prefers mobile as their main source for music consumption.
However, most importantly, memes and playlists are their preferred method of curating the music they listen to.
Spotify has released that this year alone, playlist creation has increased by 45%, and the songs "Jhol" by Annural Khalid and Maanu, "Bikhra" by Abdul Hannan and Rovalio, and "Wishes" by Hasan Raheem, Umair and Talwiinder proved to be popular in those playlists.
The genre that is surging fast in Pakistan is hip hop, which has experienced 245% growth in streams since 2022. Talha Anjum, who has two songs, "Departure Lane" and "Heartbreak Kid", with Umair, experienced growth in streams of 2,700% and 500%, respectively, from 2022.
Up-and-coming artists JJ47, Jokhay, JANI and Umair are seeing the fastest growth in streams, with Umair himself seeing a 1,200% increase in streams since 2022.
“The appetite for new sounds that Gen Z has, whether it’s Desi Pop or Hip-Hop, reflects a bold and expressive generation,” said Spotify for Pakistan and UAE Artist and Label Partnerships Manager Rutaba Yaqub. “They’re not just streaming, they’re curating and creating communities that amplify local talent.”
