Culture Next: Spotify's annual Gen Z trends report
The 2024 report
Spotify is the essential daily companion, and no one embraces this more than Gen Z—whose streaming data on Spotify offers valuable insight into their mindset and attitudes, serving as a powerful predictor of what's in store for culture-at-large. Download our 2024 Culture Next report to discover the latest Gen Z trends we're seeing on our platform.
The 2023 report
In the global digital age, culture is constantly growing, morphing, and being redefined. It never stays the same—and anyone, anywhere, can influence its course. So what does that mean for advertisers? For this fifth iteration of Culture Next we reexamined the habits, behaviors and opinions of Gen Zs who drive culture on Spotify.
The 2022 report
Gen Zs took center stage in our 2022 Culture Next report. We explore how they’re using audio to redefine culture, fandom, and themselves. Check out the top trends, insights and takeaways from the report.
The 2021 report
Last year was a cultural wake-up call. This year is a cultural rebirth. See how Millennials and Gen Zs are creating, curating, and experiencing culture in real time on Spotify. Get the full story in our third annual Culture Next report.