Culture Next 2024: The Major Gen Z Trends That Are Shaping Audio Streaming

As Gen Zers continue to put their stamp on the world, the conversation around these tastemakers is becoming noisier than ever. Understanding what inspires, captivates, and drives this generation is not always clear. But for many Gen Zers, Spotify is an essential companion, and we that believe the music, podcasts, and playlists that soundtrack their lives offer valuable insight into the mindset of this generation.

That's why each year we release our Culture Nextreport to highlight the different ways Gen Z is shaping streaming, online culture, and the world at large-and to help advertisers connect with them in meaningful ways.

For the 2024 Culture Next report, we developed our insights using a couple of approaches. First, we looked at our streaming data to establish a broad snapshot of what-and how-Gen Z streams on Spotify.

Second, we talked to Gen Zers all around the world to gain their individual perspectives on how streaming fits into their day-to-day lives. This helped us shape our three main Culture Next report insights:

• Gen Z loves using Spotify to build and strengthen personal connections.
• Gen Z turns to Spotify to soundtrack the milestone moments in their lives.
• Gen Z tastes continue to veer toward the mainstream.

For the Recordsat down with three Gen Z influencers-Eric Sedeño, Jules Terpak, and Clarke Peoples-to get an even more personal glimpse into how today's rising tastemakers consume and discover content on Spotify.

What is your favorite Spotify feature to use?

Eric Sedeño: My favorite feature right now is Jambecause I just moved in with my boyfriend and it's so fun to put on music together in our house.

Jules Terpak:I'm simple, so I tend to adore the basics, but I have to admit that I've been really impressed with DJ. Aside from Smart Shuffle, I've been tapping into DJ when I'm in the mood to discover new music. The commentary and transitions from Xhave great energy.

Clarke Peoples: I love daylist. It always has such fun titles and good music based on the time of day.

How do you think Spotify is creating a sense of community and connection on its platform?

Eric: Through the amazing personalization features-especially Spotify Wrapped. Wrapped has become one of the biggest days for people on socials, and music feels so shareable with Spotify. It's so easy to put a song on your Instagram story that I'm always shocked when someone doesn't use it.

Jules:I think music bridges the digital and physical worlds the best out of all the industries right now. Podcasts are also starting getting into in-person events, which is beautiful to see.

I do think people online throw around the word "community" far too lightly, when in reality what's often being created is more of a network. I have a hard time calling anything a community until there's a physical-world component.

Luckily the world of music, podcasts, and audiobooks can translate to the physical world quite seamlessly, so I hope that'll evolve further in the future.

Clarke: I love that you can create collaborative playlists with friends! I love doing this before having people over.

What are some of the unique ways you use Spotify?

Eric: I've been using the new AI Playlistfeature a lot, and I don't think people really utilize that feature enough yet.

Jules:I think the fact that I use all three content offerings-music, podcasts, and audiobooks-is unique. A lot of my friends hadn't realized that audiobooks are now a perk of Premium. Not to sound salesly, but they'll be on the wave eventually.

I also post all of my YouTube videos that aren't podcasts to Spotify. It's something I don't think video creators are taking advantage of. However people want to access my work, I'm down for it.

Clarke:I live for my daylist and video podcasts. I love the uniqueness of daylist and watching my favorite podcasters!

How do you think video content is changing the streaming experience?

Eric:I think that it has made it so much more fun. I love watching podcasts on Spotify. Also, outside of the app, I think video has made it way easier for people to find Spotify content that speaks to them, because so many clips and snippets from shows are shared on social media.

Jules: Video becoming such an integral part of podcasts definitely makes them inch closer to talk shows rather than radio shows. For creators, this adds more to the production process, but for viewers, I think video provides more context and stimulation.

That said, I do feel audio-only podcasts will develop a certain comforting aura around them that some fans will prefer.

Clarke: Personally, I love it. I think it is so engaging for audiences and helps viewers to get to know creators better.

Describe Gen Z in three words.

Eric: Fast. Overwhelmed. Unserious.

Jules:Outspoken, malleable, and entertaining.

Clarke: Collaborative, tenacious, and open-minded.

Can you share a few of the recent playlist titles you've created?

Eric: My most recent is Run Rico Run because I was training for the NYC marathon.

Jules: Jules Gemsis my master playlist (and the only one I currently have public). I'm the type to have hyperfixations and be loyal to a song that catches my attention forever, so that's where they live.

The Scenario is my playlist that outlines a recent pivotal life transition. The name is so corny now that I think about it, but it was super spur-of-the-moment. I didn't give it much thought.

Otherwise, I typically name my playlists by year and dump whatever songs resonated with me during that time frame. Or I do an artist's name as the title and dump all of my favorite songs from them-again, to feed the hyperfixations.

Clarke: Girls night, Summer in Paris, Flashback Favorites.

What are you currently listening to?

Eric: My favorite podcasts are The Comment Section with Drew Afualo, I've Had It, and Good Children. I was also listening to a self-help audiobook called Atomic Habitsfor a while and that was a nice change of pace.

Jules: A recent artist is 2hollis. And a recent audiobook is Alone Togetherby Sherry Turkle.

Clarke: I've been loving podcasts recently! I listen to them on my 14-mile walks.

Scratching the surface

These are just a few of many takeaways found in our Culture Next 2024 report. For more insights, statistics, and recommendations for brands looking to connect with Gen Z on Spotify, you can download the full report here.

For more Gen Z insights and trends, be sure to visit Spotify Advertising.

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