Industry Apr 8, 2026

Gen Z Prioritizes Physical Merchandise, Australian Study Finds

"Love Song” surveyed 5,692 Australians, including 1,411 Gen Z respondents, for a glimpse at how young people engage with culture, navigate fandom, and prioritize live experiences.

Originally published by Billboard
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A study of 5,692 Australians, including 1,411 Gen Z respondents, found that physical merchandise has become increasingly important. The survey explored how young individuals engage with culture, manage their fandom, and prioritize live events. Originally reported by Billboard.