Trends
If it’s trending, it’s resonating with audiences. Find out how your business can tap into the cultural zeitgeist with trends on Spotify.
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.
The Sound-On Era
94%
of consumers stop other online activity to stream audio instead.¹
75%
of consumers report they typically remember the audio content they listen to. (10% higher than social media content).²
36%
Consumers are 36% more likely to trust music or podcast ads compared to social media ads.³
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Sources & References