Spotify has just released the third volume of Culture Next, its annual global culture and trends report. This year’s report explores how the millennials and Zs are navigating a common challenge to rebuild culture from the ground up as the Covid-19 pandemic continued to upend our idea of normalcy and the role of digital audio in their lives. This is the second year that India featured in the report, alongside 17 other Spotify markets.
Culture Next is designed to give advertisers an inside look into what inspires and motivates millennials and Zs, the differences and commonalities in how they’re engaging with and driving culture, and the best ways for marketers to use digital audio to thoughtfully connect with them.
Globally, three findings stand out. First, 70% of millennials and 62% of Zs believe that streaming platforms at large, including audio, have significantly shaped how they discover and connect with the broader culture. Second, 55% of millennials and 47% of Gen Zs believe that they have become part of a global community because of music or podcasts. Third, a majority of them believe brands have the power to create communities based on common interests and passion.
In India, the report highlights how audio is a more ‘wholesome’ type of content than visual content for both millennials and Zs. The key highlights from India are shared below:
Audio is encouraging millennials and Zs to tune into themselves
Podcasters are perceived as being authentic, accessible, and trustworthy
Gen Z steals the spotlight for Spotify music streaming in India
Arjun Kolady, Head of Sales - India, Spotify, said, “For both generations, audio is the most immersive form of media and there’s a great opportunity for brands to create communities and campaigns based on the common interests and passion of their target audience on our platform. The Z listeners on Spotify in India expect brands to represent and empower them through their campaigns, talent partnerships, and active role in social justice movements. Meanwhile, 68% of millennials said they like audio advertising because it lets them use their imagination to picture everything in their head. These are just a few of the insights that give brands context to think about how they can work with us”.
Globally, 71% of Spotify Free listeners are under the age of 35 and the median age of our podcast listeners is 27 (March 2021), making Spotify the go-to authority on how Gen Z and millennial audiences are consuming, curating, and creating digital audio content.
Download the full report here.