Millennials on Spotify: The chill moment

Chilling can be a personal moment or even a family hang. But whatever the occasion, it’s a moment to relax and help put your audience in a positive mood.

Who's listening in this moment?

According to Spotify’s streaming intelligence, people who listen to music when they chill are also likely foodies. The chill moment could be a great time to entice them into thinking about using your product in their next recipe.

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Harold, from the US, uses music to relax and escape.

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Cindyne, from the UK, says music makes her feel worry-free.

Top chilling genres

Chilling is a hugely personal moment, whether that means listening to latin beats or more mellow deep indie R&B.

Download our full guide to millennials on Spotify.

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How to reach millennials in the workout moment

When working out, millennials are not going to be leaning into their screen as much as in other moments, like chilling or working. Focus on audio rather than multimedia and introduce a memorable sound (like an audio logo) or message, rather than ask them to engage further.

For this moment, make sure your messaging taps into their defiant mindset and energises them. Keep the tempo high and make sure the sounds of your creative are not invasive. Introduce your message in content that matches the general pace of the playlist through our real-time playlist targeting or genre and subgenre targeting.

Consider working with fitness influencers to help curate an audio streaming experience. This can be particularly successful when you tie it to a real, live event, like the campaign John Hancock timed for the Boston Marathon.

Think about opportunities to reach fitness enthusiasts outside of this moment as well. For example, Gatorade tapped into a pre-workout moment, using Spotify’s streaming intelligence to enable fitness enthusiasts to create workout playlists tailored to their tastes.

Overall, remember to keep the experience seamless and personalised. As one millennial male told us: “Ads need to be tailored to what you’re listening to. They shouldn’t interrupt the flow. Be an overlay in the listening.” This advice can really help direct the sounds and music in your creative: think soothing yoga chants, upbeat running beats or motivational music.

Looking for more millennial moments? Check out our full guide to millennials on Spotify.


Kingsford teamed up with Spotify to raise awareness of their brand and in-store product Match Light Charcoal. Learn how they created a custom ear-catching audio series — featuring the band Dispatch — tied to key summer grilling moments.

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