Culture Next 2026: The Fan Edit
Gen Z makes up 35% of Spotify’s audience and spends two hours a day streaming, building rituals and shaping culture in real time.¹ Show up in the moments where fandom takes shape.
POV: Podcast hosts share their take on the Gen Z trends
Hear about the trends that shaped Culture Next 2026 from Spotify’s Global Head of Thought Leadership Jenny Haggard and creators who have built a loyal fanbase on Spotify.
The trends
Eye Pods
Gen Z is redefining the podcast experience
Shifting Streams
Gen Z fandom balances routine and discovery
The Dark Ages (But Fun)
True crime content reflects real-world curiosity
Baile Breakthrough
Global sounds move faster through fandom
Sources & References