Country Roads: Why Gen Z & Y Across The Globe Are Running At Country Music

In 2025, country music is attracting a more diverse, younger global fan with TikTok discovery, multi-cultural festivals and cross-genre collaborations opening minds and doors into the format.

According to Live Nation’s latest global survey of nearly 1,600 country listeners across the U.S., United Kingdom, Germany, Sweden, Norway, Australia and New Zealand, country is influencing culture, media and the growth of IRL experiences worldwide – especially with Gen Z and millennials who make up 63 percent of today’s country fan base.

Fueling the fandom are crossovers, collaborations and connections with the music, lifestyle and fashion.

“Every year we talk to fans about trends. We’re constantly looking at what’s up, what’s down, what are new things fans are telling us,” explains Alisha Strother, Head of Fan Insights at Live Nation. “Obviously, with the Beyoncé tour and crossovers with Post Malone, we’ve seen a lot of trends. … And as we looked at 2025, this was such an important topic for us to cover.”

The shuffle toward country music is happening on a global scale.  

“I think the biggest surprise was just seeing how much country music has evolved in the minds of fans and really seeing – especially for younger fans – that they’re really driving that global boom,” adds Strother, who joined Live Nation from similar roles at the NFL and ESPN.

Live Nation sought to understand from a fan perspective what was driving genre momentum and use that information to inform and deliver a better experience for fans who are leaning into country.

The research team started with first-party data to determine which markets were seeing the biggest growth from a live perspective. They wanted to reach fans across the spectrum and approached the survey without any bias toward reaching any particular demographic.

“It wasn’t about talking to one specific type of fan,” says Strother. “We didn’t want to have any bias going into who those listeners would be. So, it was really focused on the markets where we’re seeing a lot of growth for the genre, and then really wanting to understand fans across the spectrum to make sure that it was representative.”

They discovered that country fans represent a wide range of ages and lifestyles – but skew younger than expected.

“When we talked to fans across different fandom levels, we actually saw that the youngest country fans – so those who fall into the Gen Z and millennial age brackets – are the most likely to say that they love country music and it’s one of their favorite genres,” adds Strother.

Across the globe, two out of three country music listeners fall into the Gen Z (ages 13 to 28) or millennial (29 to 44 years old) categories.  

“That was a bit surprising to us,” admits Strother. “When you think of the roots of country music, we didn’t expect to see that some of those demographics were driving the evolution and resurgence of country into the mainstream.”

They are a desirable consumer. One in four global country listeners are high income and they live across all geographical areas from urban to suburban and rural.

“When you look at that global audience, country listeners really appreciate where the genre started from, but they are really excited about where it’s going,” says Strother, adding that fans see the mainstream migration of country as a “recent shift.”

The team found that 84 percent of those listeners agree that “country music is for everyone.” Ninety percent would like to see more country acts tour globally and 85 percent would enjoy seeing more collaborations between country artists and musicians from other genres. In addition, 85 percent of global country music listeners are attending the same or more country events compared to the past few years – and that’s being driven by Gen Z at 92 percent.

Recently at Governors Ball Music Festival in NYC, hip-hop artist T-Pain covered “Tennessee Whiskey,” which was made popular by Southern rock and country mainstays David Allen Coe, George Jones and Chris Stapleton. This year, country stadium act Luke Combs will be the first country act to headline both Lollapalooza and Bonnaroo.

Fans are attracted to authentic themes and relatable artists. Country music connects with fans in a way that feels personal, from storytelling and community to style and cultural identity.

“That’s what brings younger fans in, but what makes them stay is relatability to the storytelling of country – the sound and comfort that they connect with,” says Strother.

Country fans also appreciate the wide range of styles within the genre including classic, 90s and contemporary country along with all the related sub-genres.

“Especially for our youngest fans, they support that diversity,” offers Strother. “Nine in 10 of global listeners tell us that country music is more diverse and inclusive than ever. And nine in 10 also say that a new generation of country artists is bringing fresh energy to the genre.”

Based on location, casual listeners are becoming fans for a variety of reasons. In the U.S., where people are typically introduced to the format through family or friends, fans chose country as a way to celebrate. Outside of the U.S. people discover country primarily through television, movies and social media.

In Australia and New Zealand fans are drawn to a sense of belonging and country events connect them to a bigger community. In the UK, fans look at country concerts as a space for self-expression. In Germany, fans are motivated by the fear of missing out and the need to escape daily pressures. Fans in Sweden and Norway are looking for unforgettable experiences, a place to meet new people and make lasting memories.

According to Strother, attendance at country shows has nearly doubled since 2019. Ninety-one percent of global fans say country is reaching a wider audience than ever before (95 percent in the UK where events like Country to Country have reached large audiences since debuting at the O2 in 2013).

Fans are excited to see brands show up in the country space, especially when they feel authentic and add to the experience. Eighty-five percent of fans want more immersive, brand-driven experiences that fit the relaxed, authentic vibe of the format.  

Beyond the endemic partnerships with beer and trucks, fans are welcoming brands that are outside the traditional mold – especially in fashion, beauty and content/social media. And they are loyal in return. According to the study, fans who visit brand activations at festivals are seven times more likely to purchase.

Country fans want brands to enhance the mood with activations that include pop-up boot shops or denim customization bars; country-inspired cocktail tastings or beverage collaborations; behind the ropes-style content capture; Western-inspired lounges with shaded seating, photo moments and surprise sets; and immersive fan interaction including line dancing, horseshoe toss and cornhole tournaments.

“There is a recognition by fans that brands can make their experience better,” explains Strother. “So, whether that’s solving a pain point, or giving them a perk, or giving them a really amazing photo op to help memorialize the experience, fans are eager for brands to be part of the experience, provided that they make it feel authentic and aligned with the atmosphere.”

Additional highlights from Live Nation Global Country Music Survey:

• 62 percent say genre blending is fueling growth.
• 46 percent say social media has made the genre more visible.
• 83 percent of global listeners agree “the themes in country music resonate with me.”
• One in 2 are listening more than a few years ago (two in three among Gen Z).
• 80 percent say a brand that sponsors country music events is relatable.