I.O.I.'s 'Suddenly' Tops In-Car Music Streams in South Korea Amidst 30% Surge

South Korean drivers are increasingly turning to music while on the road, with in-car music streaming surging by 30% in the first half of 2026 compared to the same period last year, according to KT Genie Music. This trend highlights a growing reliance on digital music services for entertainment during commutes and travels.

The summer vacation season saw a particular spike in listening, with a 20% increase in music consumption during July and August compared to the previous year. Topping the charts for in-car streams was the song 'Suddenly' by the project girl group I.O.I. This track's popularity underscores a nostalgic appeal, as I.O.I. recently reunited for their 10th debut anniversary.

Analysis of listening habits reveals that the 40s demographic constitutes the largest group of music streamers in vehicles, accounting for 35% of listeners. Male drivers (58%) also tend to listen to music more frequently than female drivers (42%). Furthermore, music streaming activity is more concentrated on weekends (58%) than during weekdays (42%), suggesting music serves as a key component of leisure and relaxation for many.

Other popular tracks streamed in cars during the vacation period included 'It's Me' by ILLIT, 'The Paradise of Rumor' by AKMU, 'Catchy' by Choi Yena, and 'REDRED' by CURTIS. The data indicates a strong correlation between increased outdoor activities during summer and the rise in in-car music consumption, painting a picture of how music enhances the driving experience for a significant portion of the South Korean population.