Every generation has its unique quirks. For example, Boomers and Gen X may have embraced white-picket-fence life in their twenties, while Millennials have been a bit slower to move to the suburbs.¹ While Boomers don't generally mind jumping on the phone, Millennials would rather text, and Gen Zs are all about voice notes.²

These generations are also different when it comes to how they parent. Millennials with young kids often have to juggle hybrid work environments, reduce screen time for their little ones, and navigate countless digital distractions. Because of these unique circumstances, marketing to parents in this generation involves unique tactics.

What sets Millennial parents apart? And what should brands know about their mindsets, preferences, and behavior? Read on to hear our audience targeting strategies for marketing to families, and tips on how to reach and engage parents via digital audio and video campaigns.

Millennials' media habits

Millennials' media consumption habits are distinct from those of previous generations. According to the report, Millennials and younger generations like Gen Z prioritize forms of entertainment like TV and movies, social media and user-generated content, and immersive and social gaming.³ According to Spotify's 2021 Culture Next Global Trends Report, audio is also a go-to source for Millennials for things like connecting to family, staying informed, and indulging in "me time."⁴

Among parents, these trends continue with a particular emphasis on convenience and multitasking. Millennial parents often seek out content that can be consumed while performing other tasks. They're also more likely to engage with media that offers both entertainment and educational value for their children.⁵

Millennial moms and dads are listening (and watching)

Both Millennials and Gen Zs say Spotify helps them "tune into themselves, to each other, and to the outside world."⁶ That could be one of the reasons why these generations are tuning into Spotify at record rates—they make up the majority of Spotify's user base.

Gen Zs and Millennials are engaging with multiple different formats on Spotify too. Engagement with video content in particular is on the rise among younger generations: From 2023 to 2024, we saw 44% year-over-year (Y/Y) growth, driven largely by Gen Zs, who are 81% more engaged with video Y/Y.⁷

So, when figuring out how to market to moms and dads, keep in mind that they're not just listening—they're also watching.

Connect with Millennial parents on Spotify

For brands who want to connect with Millennial parents, consider the following tactics:

Tap into nostalgia.

Millennials are drawn to audio that comforts them, so incorporating music from the '90s that might remind them of pivotal personal moments can build affinity for your brand. With kids of their own listening, this strategy might even spark a bonding moment.

Promote via playlists and podcasts.

Family-focused playlists and parenting podcasts are another excellent way to connect with the family target market.

Do away with distractions.

Effectively marketing to Millennial parents means cutting through the noise to capture their attention, and digital audio and video campaigns can mirror the content they're already engaging with—provided you make an effort to match the listener's context.