When it comes to the interests and activities that elevate daily life, music takes the top spot for South Africans living in households earning R10,000 or more - slightly ahead of travel.
This trend isn’t unique to South Africa. According to the 2025 Global Music Report, global recorded music revenues grew for the tenth consecutive year in 2024, rising by 4.8% despite the global cost-of-living crisis. The industry reached an impressive US$29.6 billion in revenue.
Music: SA's Most-Loved Pastime
Insights from BrandMapp, South Africa’s largest survey of the country’s tax-paying base, show that:
- 58% of respondents rank music as their top pastime.
- Music ranks higher than travel, watching movies, cooking, reading, or dining out.
“Even when we apply filters like generation, ethnicity, or gender, music consistently tops the charts,” says Brandon de Kock, Director of Storytelling at BrandMapp. “Like cooking on fire, music is one of our unifying forces – even if our musical tastes vary. It’s part of our DNA. No matter what else is happening, South Africa’s consumer class needs to feed the soul – and music remains the favourite way to do that.”
Live Music Beats Live Sports
Although South Africa is known as a sports-loving nation, live music events are more popular than live sports.
BrandMapp data reveals:
- 44% of adults plan to attend a stadium music event this year.
- Another 44% plan to attend an outdoor music festival.
- After de-duplicating overlaps, 62% of adults intend to go to a large-scale live music event in 2025.
- In comparison, only 41% plan to attend a live sports event.
“While younger generations are more likely to choose live music, older generations also don’t want to miss out,” says De Kock.
This was proven when Andrea Bocelli’s concerts in Cape Town and Pretoria sold out quickly – and tickets for Travis Scott’s Johannesburg concert in October are expected to go fast.
According to Ticketmaster South Africa, over 500,000 live music tickets were sold in 2024, up more than 50% from 2023. With tickets averaging R1,100, demand is expected to keep growing.
Music in Everyday Life
BrandMapp highlights how music is deeply embedded in day-to-day consumer behaviour:
- After weather and news, music is the third most-searched topic online in South Africa.
- South Africans search for music more often than recipes or directions.
- Gen Z and Millennials search for music more than any other content.
Listening to music is also the top online activity among the consumer class:
- 60% of adults listen to music online regularly.
- This beats movie streaming (54%), watching TV (34%), and job searching (34%).
- Among Gen Z, 74% are regularly online to stream music.
Streaming platforms like Spotify, Apple Music, and YouTube Premium are seeing notable growth:
- 40% of Gen Z use Spotify.
- 33% use Apple Music.
Radio Still Matters - Because of the Music
Radio remains hugely popular in South Africa. What drives listenership? The music.
According to De Kock:
“Music is a massive influence on consumer behaviour. It’s part of our identity, a source of connection, and a form of emotional resilience in tough times. Even with economic pressure, people prioritise music in their budgets. It’s more than entertainment – it’s essential to being human.”
And for the 1% of adults who say they’re “not interested in music”? De Kock jokes:
“I can only feel sorry for them!”
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