Spotify’s new Gen Z survey makes for insightful reading

Given that Spotify’s biggest users are people 25 and under, it makes sense that the company conducts an annual study on the attitudes and habits of Gen Z in America. There’s plenty of fascinating information here, but let’s concentrate on just the nuggets involving music.

  • 84% Gen Zers and their parents say “technology has fueled their family’s music discovery exponentially.
  • 72% say that today’s kids are “light years” ahead of where they (the parents) were at their age as a result.
  • 70% of Gen Zers say that listening to their parents’ music gives them a better sense of who their parents are.
  • 84% of Gen Zers and their parents say that music is the way they bond together
  • 54% of Gen Zers say they’re turning to podcasts more often.
  • 72% of both Gen Zers and millennials say that voice technology “makes them more sentimental towards their devices.”\
  • 62% like to customize the voice of their devices based on gender, accent or style.
  • 25% say they listen to mental health-related podcasts
  • 77% say it’s easy to feel emotionally connected to a host. Tuning in is like listening to a friend. Trustworthiness is key.

You can download the full report here.

Alan Cross

is an internationally known broadcaster, interviewer, writer, consultant, blogger and speaker. In his 30+ years in the music business, Alan has interviewed the biggest names in rock, from David Bowie and U2 to Pearl Jam and the Foo Fighters. He’s also known as a musicologist and documentarian through programs like The Ongoing History of New Music.

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