Generational differences amongst Spotify listeners are the topic of a study by the streamer into how Millennials and Gen Zs view digital audio. Every year it commissions a report called Culture Next, Spotify Advertising’s annual study into the listening habits and preferences of Millennials and Gen Zs, aged 15-25 and 26-40, respectively.
This year, it found that Gen Z and millennial creators and listeners are as obsessed with digital audio. And while these generations’ differences have launched a million memes, their similarities speak volumes as they navigate a common challenge: rebuilding culture from the ground up.
Spotify conducted a combination of qualitative, quantitative, and first-party data analysis. It surveyed 9,000 Gen Z and millennial respondents in April 2021 across the US, Canada, Mexico, Brazil, Spain, Italy, France, Germany, the UK, India, Indonesia, Singapore, the Philippines, Japan, Australia, the UAE, Thailand, and Malaysia.
It also partnered with youth culture agency Archrival to conduct Zoom focus groups featuring 40 in-depth interviews and a dozen ethnographies with more than four dozen respondents in 16 markets. The streamer combined these with conversations with artists, podcasters, and advertising industry thought leaders, as well as with their own data sources to produce this year’s Culture Next report.
The headline results are summarised in the infographic below:
To read the report in full go to ads.spotify.com.
