Key Takeaways From Spotify's Culture Next Report

Spotify Advertising

Earlier this week, Spotify Advertising unveiled the fourth annual edition of the Culture Next report - a dive into global streaming trends. The report focuses on Generation Z, exploring how they’re “shaping audio streaming and culture” at large.

They're a group who’ve spent their formative years stepping in and out of lockdowns, faced mass uncertainty around education and job security and they've grown up with access to sophisticated technology.

Last year, Gen Zs reached to music streaming more than other media. Despite the growth in gaming, videos and television industries, music streaming came out on top. In the first quarter of 2022 alone, Gen Z have already played 578 billion minutes of music on Spotify. Here’s what they've taught us.

Social Matters

Unlike generations before them, Gen Z have had limited opportunities to enjoy the social side of live music. Instead, they’ve become the most social generation of audio streamers. They’re sharing more playlists and participating in more group listening sessions than other generations. While generations before them swapped mixtapes or shared their (wired) earphones on the back of the bus - Gen Z are staying connected through music, from a distance.

Members of Gen Z aren’t just connecting with fellow music fans online. In Australia and New Zealand, they’re more likely to follow a music creator on social media after listening to them than Millenials. So when you’re looking to connect with Gen Zs, it's important not to overlook the power of socials.

Artists like Lil Nas X and Doja Cat and stand out as some of social media’s most distinct personalities, but major artists aren’t the only ones who can benefit from a strong online presence. Gen Z values the sense of community that comes with fandom. That can look different for each artist. Emerging artists should look to mailing lists, Facebook groups and genuine interaction to grow their connection with fans.

Streaming With a Side of Nostalgia

Gen Zs are nostalgic. And they’re nostalgic for eras before they were born. Spotify’s report revealed that a whopping 73% of Gen Zs “said they like listening to and watching media from earlier decades, because it reminds them of when things were simpler”.

Over the past year, we’ve seen releases from artists like Kate Bush, INXS and Fleetwood Mac shoot to the top of the charts, so that stat doesn’t come as a surprise. As older music finds its place in modern television shows and alongside TikTok trends - Gen Z have shown their appreciation for older dogs, and they’re even throwing in some new tricks. As they discover and enjoy music from the archives, this audience is shaping the face of streaming, and how we think about music from the past.

There's a lot to learn from Gen Z and Spotify Advertising have offered up a helping hand with this telling report.

You can read Culture Next report in full report here.

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