18- to 24-year-olds have already played more than 578 billion minutes of music on Spotify. Gen Z has consistently been the largest age group consuming audio content, and Spotify advertising has noticed. The company put out a new year of data on the influence that the generation has on sounds, music, culture, and audio advertising.
Here are some of our favorite takeaways from the report:
- Gen Z listeners search for more content after finding something they like. 47% of Gen Z listeners have joined a digital community after following an artist, which is an interesting observation for marketers looking at additional channels.
- Podcasts are far from on their way out. Gen Z listenership in the U.S. has increased by 62% on Spotify.
- Everyone is in their feels. The report has a whole bunch of stats about Zs using audio content for comfort, energy, nostalgia, and even understanding themselves. 79% of Gen Z listeners believe their listening history tells a story about them.
- Keep it authentic. Gen Z, above other generations, sniff out phony brand values and don’t appreciate misplaced ads within podcasts. Branded audio content like sponsored playlists or ads need to be genuine when they are aligning with values. Spotify gives great advice on how to strategically plan your campaigns.
The Culture Next report is also beautiful to look at! Experience the stylish report for yourself by smashing the button below (they also have it in a handy dandy PDF format).
Wanna see how it compares to 2021? Here’s the 2021 Culture Next Report.