There’s a new Spotify report on how Millennials and Gen Zs are using digital audio

Spotify is forever analyzing the music consumption patterns of its users. And given that Millennials (ages 26-40) and Gen Zs (ages 15-25) are the biggest clients of Spotify’s wares, it’s always interesting to learn what Spotify has discovered.

The new Culture Next report is out. This is the advertising department’s annual study designed to show potential ad buyers who they’re reaching. This year’s survey was conducted with 9,000 people across Canada, the US, Mexico, Brazil, Spain, Italy, France, Germany, the UK, India, Indonesia, Singapore, the Philippines, Japan, Australia, the UAE, Thailand, and Malaysia. Here are some findings.

  • 78% of Millennials and 71% of Gen Zs use music to reduce stress
  • 74% of Millennials consider audio to be a mental health resource
  • 73% of Gen Zs say they feel “more centered and generally happier” when they listen to their favourite music every day.
  • 61% of Milliennials and 51% of Gen Zs consider audio to be a more “wholesome” type of content vs. visual.
  • 55% of Millennials and 47% of Gen Zs “believe they have become part of a global community because of either music or podcasts.”
  • 58% of Millennials and 48% orf Gen Zs “have sought content from more diverse creators in the last year”
  • 40% of both groups trust podcasts more than other media sources, including national TV news, newspapers, and radio
  • 69% of Millennials and 61% think that podcasts are one of the greatest ways to tell stories.

More can be found 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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