Music Listening in Finland 2025: music is important for almost every Finn – Finnish-language pop maintains its position as the most popular music genre

According to the survey, music is a very important part of Finns’ lives. As many as nine out of ten (88%) Finns consider music to be very or somewhat important to them. Music is often at its most meaningful among 16-year-olds. Up to 66% of 19–25-year-olds consider music to be very important to them, while 32% of over-65s feel so.

According to researcher Kari Tervonen, music is a companion for lonely people, brings people together and is also a safe way for some, especially younger people, to release aggression. According to various studies, the relationship with music becomes closer during puberty.

“During this time, lasting first loves blossom for songs, artists and music genres. Even later in life, people turn to music when they encounter difficulties such as illness, divorce and unemployment. In this year’s survey, the importance of music is particularly high among people aged 19-25. The uncertainties of the future and the labour market particularly affect those who are in the process of choosing a career and setting up a household.”

Finnish-language pop is Finns’ favourite music genre

For the second year in a row, the favourite music genre of Finns is Finnish-language pop, which is liked or very much liked by 76% of respondents. Traditional rock, schlager, metal and hard rock have also increased in popularity. Gospel is mentioned as a new genre in the survey, with 13% of respondents either liking or very much liking the genre.

The music taste of people under the age of 25 has changed over the past 10 years. In 2015, the most popular music genres among this group were EDM, traditional rock, Finnish- and English-language pop and metal. In 2025, the top three are hip hop/rap, Finnish- and English-language pop and schlager, and metal and traditional rock.

“About two-thirds of Finns are satisfied with the quantity and quality of Finnish music, especially when it comes to the lyrics of Finnish music and the selection of older artists. About half of Finns would like more attention and visibility for smaller music genres. The most satisfied audience are the young fans of Finnish-language pop. About one in ten Finns would like to see more traditional rock or melodic schlager,” Kari Tervonen says.

People look for joy, nostalgia and calm in music

Most Finns seek positive emotional states and reactions in music. According to the survey, the majority of Finns look for joy (68%), nostalgia (58%) or relaxation (53%) in music. Only a small proportion seek excitement (10%) or anger (9%).

Positive emotional reactions are particularly emphasised among listeners of Latin music (joy 84%), country music (nostalgia 82%) or jazz (relaxation 69%).

The perception of one’s favourite artist changes with age

About 90% of Finns can name a favourite artist. Of the respondents, 40% follow an artist in a more sustained way and 10% are active fans for whom the artist is almost a hobby. One in a hundred Finns is a super fan, for whom the artist is one of their main hobbies. People who identify themselves as a fan of an artist consume music many times more than those who listen more passively.

The most frequently mentioned favourite artists in the survey are:

• Turisti (2.5%)
• Vesterinen Yhtyeineen (2%)
• Behm, Juha Tapio and Mirella (1.5%)
• Arttu Wiskari, Cheek, Kaija Koo, Lady Gaga and Metallica (1%)

Finns most often see their favourite artist as talented (60%), charismatic (45%) or a free spirit (33%). Talent is particularly appreciated by folk music listeners (79%), free spirits by metal and hard rock listeners (44%), and style by hip hop and rap listeners (42%).

For 13–15-year-olds, the most important thing is the stylishness of their favourite artist (48%), for 16–18-year-olds it is relatability (42%) and for 66–75-year-olds it is charisma (60%).

“We can interpret this to mean that an artist should break through among the young age groups as a stylish and relatable artist – and, over time, develop into a charismatic free spirit,” Kari Tervonen says.

Teosto’s and IFPI Finland’s Music Listening in Finland 2025 survey provided information about changes in Finns’ music listening habits over the longer term for the 12th time. The lead researcher was Kari Tervonen, Omnicom Media Group’s Roadmap Director, supported by Johanna Laitinen from Teosto and Tommi Kyyrä from IFPI Finland. The results of the survey were presented at the Music x Media event for professionals in Tampere on 26 September 2025.