Insights
CULTURE NEXT
Spotify Editorial Team
Culture Next, Spotify Advertising’s annual global trends report, explores how young people drive and shape culture on Spotify, and at large. But don’t just take it from us—hear it from the Zs who live, breathe, and work at Spotify, to help guide your next creative campaign.
Being culturally relevant is paramount to brands who want to engage a young audience on their preferred channels. Each year, Spotify Advertising aims to help such brands achieve exactly that with Culture Next, our annual global trends report that explores the habits, behaviors and opinions of Gen Zs who drive culture on Spotify.
This year’s report features three trends that fully unpack how Zs are shaping culture on our platform today—from their use of AI-powered Spotify playlists to discover new music, to an ever-increasing appetite for news-and-wisdom-packed podcasts.
Prior to launch, we were joined in our London podcast studio by five of Spotify’s very own Gen Z employees for a conversation about all things music and podcasts on Spotify. Here’s what they had to say.
On Deep Cuts...
Social media only goes so far when it comes to cultural depth and understanding. To scratch beneath that superficial surface, Zs are turning to Spotify, where they can discover more about culture, the world, and themselves.
This might look like delving into artists’ back catalogs, becoming obsessed with a niche music genre, or learning about cultural and social topics through podcasts. The result is a deeper trust of Spotify—creating a halo effect for brands.
"It’s really easy to start comparing yourself to people [on social media]... but Spotify is a very singular experience. You’re just there for you, listening to what you want, vibing with yourself. It’s chill. You don’t have to do or be anything, and that’s fine."
Sofiyah, 21
Legal Assistant
“Spotify is where you get deeper content from creators and really get to know them. I think it’s where you form an actual connection with a creator if you’re listening to their long form-content, rather than watching a 30-second vlog or video on another platform.”
Evie, 23
Creator Partner Manager
“Niche mixes like ‘goblin core’ are so deranged and unhinged! I have one that's ‘dog walking’ and it's mainly R&B for me, but it could be rock or hip-hop for someone else. It’s what I use to discover new music for myself and for my job at Spotify. I think the algorithm they use for Niche Mixes is such a good way to differentiate.”
Jesley, 24
Editorial Coordinator
On the School of Talk...
Fueled by intimate dialogue, diverse perspectives and honest debate, podcasts have brought Zs closer to the zeitgeist of culture—revolutionizing how, what, and where the next gen learns.
It’s on-demand education of nearly any topic, in a format that’s a far cry from traditional academia. For brands, podcasts present an opportunity to cut through the noise and connect with audiences through distinct and trusted voices.
“There are some great podcasts that unpack [news and events in] pop culture and actually allow you to get a bit deeper and learn about where culture’s going, where society is… I’m thinking Shameless or Culture Vulture …and I think that's great if you're interested in sociology or culture in general. There are some really informative and educational pop culture podcasts out there.”
Evie, 23
Creator Partner Manager
“I listen to podcasts about psychology and personal development, and that helps me relate to the creator. The host of The Psychology of your 20s explains her research in simple terms so that you can easily apply it to your day-to-day life. I really like that about podcasts. You get to know the creator and feel you can start trusting them more.”
Elena, 25
Data Engineer, Financial Engineering
On Echo Culture...
Culture shifts on a dime, and music is where both the rumblings and earthquakes of change are heard loudest. What’s niche and hyperlocal one moment, could be viral and canon the next.
Spotify's expert curation helps local sounds echo around the globe—and Gen Zs who want to keep their finger on the pulse are the driving force. For marketers, there’s an opportunity to amplify unexpected aspects of culture in ways that help their brand travel and evolve around the world.
“I love how Spotify Wrapped makes us change our listening habits. I try to actively listen to a vast range of music and I find I'm always going through obsessive phases with different artists and different genres… My constant music is K-pop but my top artists include a Latin artist from Argentina. It's really interesting to see how that's crept up in a few months and completely changed my Wrapped.”
Josie, 24
Associate Manager, International Music Strategy
“I used to speak Chinese growing up but then sort of lost it, so I started listening to Chinese music to try and relearn the language through Spotify Lyrics. If I can't read the Chinese characters, I listen to the song like over and over until I recognize the character and can associate it with the sound. So it’s a weird way of listening to music but, yeah, I use Spotify to learn languages!”
Sofiyah, 21
Legal Assistant
“I have a playlist where I basically dump any non-English language songs into, and one of my favorites is an upcoming Italian artist whose music is just so wonderful to listen to. It's really interesting to compare what you imagine other countries’ music to sound like, and the artists kind of shock you. It’s just very engaging and interesting.”
Josie, 24
Associate Manager, International Music Strategy
Watch the video
Spotify Gen Z employees joined us in the recording studio for a chat about all things music, playlists and podcasts on Spotify.
unmute audio
Ready to learn more about how Zs are driving culture?
Download the full Culture Next 2023 report for more insights and useful takeaways and tactics to include in your next advertising campaign.
