Culture Next 2022
The 2022 report
In this year's report, Gen Zs take center stage. Over 1 in 3 of all global Spotify Free users are Gen Z (A18-24). We explore how they’re using audio to redefine culture, fandom - and themselves. Check out the top trends and insights now.
Want to skip straight to the most relevant insights for your industry? Get the inside scoop from our team of experts...
Focus on FinServ: Immersing Gen Z in characters, stories, and brands
We spoke with Spotify’s Category Development Officer for Financial Services & Insurance, Liz Song, for more on how digital streaming audio can connect FSI brands with Gen Zs.
Focus on Retail: Find your creative voice to connect with Gen Z and earn their trust
We spoke with Category Development Officer for Retail, John Gregory, to understand how Spotify helps retail brands connect with Zs.
Focus on Tech & Telco: Audio deepens Gen Z's relationship with brands
We spoke with Spotify’s Category Development Officer for Tech & Telco, Liz Walsh, to learn about how Spotify can help create consumer intimacy among Gen Zs.
Focus on CPG: Gen Z reimagines heritage brands through a new cultural lens
We spoke with Spotify’s Category Development Officer for CPG and QSR (Quick Service Restaurant), Justin Faiber, to understand how Spotify helps CPG brands connect with Zs.
Focus on Entertainment: Immersing Gen Z in stories, characters, and brands
We spoke with Spotify’s Category Development Officer for Entertainment, Elana Sulzer, to explore the topic of Gen Z entertainment trends further, and how Spotify can immerse audiences in their favorite stories and characters through audio.
Focus on QSR: Gen Zs crave customization for deeper self-expression
For more on how Spotify can help QSRs connect with Zs and tap into Gen Z food trends, we spoke with Spotify’s Category Development Officer for QSR and CPG, Justin Faiber.
Focus on Automotive: Gen Z car buyers ready to drive positive change
We spoke with Spotify’s Category Development Officer for Global Automotive, Craig Weingarten, for more on how digital streaming audio can drive connection with Gen Z car buyers.
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.
The 2020 report
As we put together our second annual Culture Next report, one thing became clear: The events of 2020 have clarified — and in many ways, accelerated — trends that Gen Zs and millennials have been shaping for quite some time.
The 2019 report
Our inaugural 2019 report took a high-level view of the broader generational shifts at hand. What is it that sets Zs and millennials apart from others? And how are they making their mark on culture?