Spotify deep dives into what Gen Z wants with its new Culture Next Report

Spotify has taken a deeper dive into what Gen Z wants with the release of it's sixth annual Culture Next report, giving advertisers a window into the mind of Gen Z.

The report found that Gen Z is open to brands being part of their everyday moments - 74% of Gen Zs in AUNZ said brands that create playlists for specific moods and moments feel more in tune with their life. 

Half (45%) of Gen Zs said that a brand sponsoring live music events or concerts would make them more likely to buy that brand in the future.

For brands looking to resonate with Gen Z, the report says they can lean into formative moments on Spotify with ads that tap into a wide range of emotions, whether it leverages a mood, an introspective moment, or being there at the right time of day. 

68% of Gen Zers say they trust Spotify with their personal data more than other apps. 

The report also dives into podcast listening. In Australia & New Zealand, Music is one of Gen Z’s fastest-growing podcast categories, increasing +53% YoY. Leisure increased +52%, Science by 40%, and Religion and Spirituality increased by 25%.

Adrian Bingham, head of sales at Spotify AUNZ said: “Gen Zs are looking for connection and support as they navigate new life experiences, and because Spotify continues to be the home for Gen Z, it’s ripe with opportunities for brands looking to engage with this generation.

“Spotify transforms once-lost spaces, like doing chores or commuting to work, into moments for profound introspection or learning. Not only that, it is the #1 home screened app, and is considered the top “must-have” for the average consumer according to recent Hub Entertainment Research. For advertisers, this presents unique opportunities to reach highly-engaged audiences in these otherwise unreachable ‘in-between’ moments of life.”

The full report can be read here.