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—Spotify’s annual Gen Z trend report—we reexamined the habits, behaviors and opinions of Zs and their millennial counterparts who drive culture on Spotify. For brands with ambitions to join them—and remain culturally relevant amidst constant change—consider this your guide.
DEEP CUTS
Zs crave depth. Headline-skimming isn’t enough for them; their genuine desire is to dive deeper—underneath the superficial surface they often find on social media—and discover more about culture, the world, and themselves. Spotify meets them where they want to be: below the surface, deep-diving into the topics they care about most, though music and podcasts.
91% of Gen Z Spotify users say they use Spotify to dive deep into the music and podcasts they love.1"It feels almost like a relief to sink into [podcasts]... Like I'm relaxing into this hour-long experience I've chosen to participate in."
Teddy, 25
Halifax, Canada
Want to join Zs on a deep dive into audio culture?
SCHOOL OF TALK
Fueled by diverse perspectives and honest debate, podcasts are at the front lines of next-gen education—disrupting how, what, and where young people learn. With Spotify as their global classroom, Zs are able to proactively curate their own curriculum and immerse themselves in unfamiliar areas of culture. Podcasts also let Zs easily tap into the latest thought leadership on relationships, politics, and myriad other topics from influential podcasters shaping the minds of the next gen.
58% of Zs say podcasts bring them closer to the zeitgeist of culture than any other form of media.2“Through podcasts, Spotify helps to drive cultural conversations on topics like social issues, pop culture, politics — all of that good stuff. And it enables diverse voices to be heard.” — Marina, 20, Calgary, Alberta
Marina, 20,
Calgary, Alberta
Want to reach Gen Z podcast listeners?
ECHO CULTURE
Now, music trends driven by Gen Z reverberate at supersonic speeds—bouncing farther and faster than ever. From Northern Mexico’s brass-tastic Banda, to South Africa’s Amapiano house, to Moscow’s homegrown hip-hop genre, Phonk, a multitude of local sounds have strutted into the worldwide spotlight. Zs are becoming increasingly borderless—and keeping up with this trend is a non-negotiable for brands who hope to keep their finger on the pulse.
73% of Zs agree that culture today is more diverse (rather than homogenized) than it was five years ago, thanks to digital streaming.3“Spotify is making the world smaller and helping artists reach audiences they previously couldn’t.”
Sulinna Ong,
Spotify's Global Head of Editorial