Study: 1 In 3 People In Gen Z Don't Know Who the Beatles Are

A recent study has found that at least one in three people from Gen Z don’t know who the Beatles are.

Digital Music News reports Roberts conducted a study to see how pop music travels through generations. Some artists can resonate with multiple generations, while others may fade with their stardom. Roberts surveyed a total of 2,000 UK respondents to find out how familiar they are with artists and their views on music.

Roberts asked its Gen Z respondents how familiar they are with older artists. Unsurprisingly, big acts like Elvis Presley, The Beatles, and Whitney Houston were well known, but at least one out of three people didn’t know who the Beatles are. Two out of three people were unfamiliar with Aretha Franklin, U2, and The Supremes.

How Well Does Gen Z Know Older Music Stars?

• Aretha Franklin – 36.64%
• U2 – 40.09%
• The Supremes – 40.09%
• Elvis Costello – 41.38%
• Bee Gees – 41.81%
• Phil Collins – 42.24%
• Beach Boys – 42.24%
• Blondie – 46.55%
• Bon Jovi – 51.72%
• Pink Floyd – 51.72%
• Tina Turner – 53.45%
• David Bowie – 53.88%
• Prince – 56.03%
• Paul McCartney – 57.76%
• Madonna – 62.07%
• Queen – 66.81%
• Whitney Houston – 67.24%
• Elvis Presley – 67.24%
• The Beatles – 68.97%

Roberts also asked the Silent Generation about modern music stars. While 65% of Gen Z recognize Olivia Rodrigo, only 1.65% of the Silent Generation recognize her name. Ed Sheeran and Lady Gaga were the most recognizable stars between both Gen Z and the Silent Generation.

How Well Does the Silent Generation Know Modern Music Stars?

• AJ Tracey – 0.93%
• Olivia Rodrigo – 1.85%
• Doja Cat – 1.85%
• Post Malone – 2.78%
• Cardi B – 3.78%
• BTS – 4.63%
• Aitch – 5.56%
• Dave – 7.41%
• Dua Lipa – 11.11%
• Drake – 12.96%
• Nicki Minaj – 13.89%
• Billie Eilish – 25%
• Destiny’s Child – 30.56%
• Eminem – 32.41%
• Bruno Mars – 32.41%
• Harry Styles – 34.26%
• Justin Bieber – 35.19%
• Ariana Grande – 37.96%
• Taylor Swift – 40.74%
• Beyonce – 47.22%
• Lady Gaga – 53.70%
• Ed Sheeran – 61.11%

The study appears to show that music from The Beach Boys and The Supremes are losing influence among the younger generations the fastest. So which artists are gaining in popularity? On average, Nicki Minaj’s popularity grows 33% with every younger generation, while Dua Lipa’s grows at 34.6%. Olivia Rodrigo is most well-known among the younger generations however, with a 55% increase in awareness among younger gens.