Music has officially taken centre stage as South Africa’s favourite hobby, beating out even sport and travel, according to new findings from the BrandMapp 2024 survey. Conducted by consumer insights consultancy WhyFive, the study examined the habits of more than 35,000 middle- to high-income South Africans, and the results hit all the right notes.
While the country has long been known for its fierce sporting pride, particularly in rugby and football, this year’s data suggests that it’s music — not match day — that brings South Africans together across age, race and income brackets.
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Music strikes the loudest chord
According to BrandMapp, 58% of adults in households earning R10,000 or more ranked music as their number one pastime. Travel came in second, followed by watching movies, cooking, reading, and dining out. “Even when we apply filters like generation, ethnicity, or gender, music consistently tops the charts,” said Brandon de Kock, Director of Storytelling at BrandMapp.
He explained that music has become an “essential part of the South African DNA,” noting, “Like cooking on fire, music is one of our unifying forces – even if our musical tastes vary.” De Kock added that 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.”
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In 2025, 62% of adults say they intend to attend a large-scale music event — compared to just 41% who plan to attend a live sporting event. That statistic reflects a broader cultural shift toward experience-driven entertainment and may help explain the rise of local music festivals, heritage-inspired concerts, and the return of international artists to South African stages.
R&B, gospel and soul emerged as the most popular genres among respondents — a finding that aligns with the rise of artists like Lloyiso and Tyla, who are gaining both local adoration and global acclaim. In fact, South African musicians have recently taken centre stage at international events, with Tyla’s Grammy win and Lloyiso’s emotionally-charged performances marking a new era for homegrown talent.
A hobby that unites the generations
While Gen Z and Millennials lead the charge in online music discovery — often searching for songs more than news or weather updates — older generations are just as invested. Music is one of the few cultural threads that transcends age in South Africa, making it a powerful connector in both personal and social spaces.
“Music lives in the background of everything we do,” one listener shared. “It’s at family gatherings, in the car, at church, at the salon – there’s no moment in South African life that isn’t touched by music.”
A country that sings together, stays together
South Africa’s diverse musical tastes and deep emotional connection to sound have helped solidify music’s place as more than just a hobby — it’s a cultural heartbeat. And as live events continue to grow in popularity, with music venues filling faster than stadiums, it’s clear that the country’s favourite pastime has officially evolved from passive listening to collective celebration.
From amapiano and Afro-pop to gospel and R&B, the beat goes on — and it’s louder than ever.
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