June 23, 2024

As a digital advertising company, we don’t instinctively soar to Spotify when attempting to attach with Gen-Z on-line, and we’re not alone. Till just lately, Spotify hasn’t had a lot luck with the underneath 24 yr previous crowd, with even their CEO commenting that they “might be doing higher in that group” However latest knowledge is popping that supposition on its head, maybe because of the launch of Spotify’s AI DJ which brings youthful listeners the form of curated and personalised content material they’re on the lookout for on-line. With a staggering 76% enhance in Gen-Z’s streaming exercise within the first half of 2023 in comparison with the earlier yr, Spotify has evidently struck a chord with this viewers.

At a Look: Key Statistics

Monumental Streaming Quantity:

Gen Z streamed over 560 billion songs on Spotify within the first half of 2023 and are projected to exceed 1 trillion tracks by the tip of the yr. That’s 76% up on the primary half of 2022.

Style Preferences:

Pop, rap, and indie pop are the highest genres amongst Gen-Z, with 32.7%, 16.8%, and seven.88% of respondents claiming these as their favorite genres.

Every day Listening Habits:

On common, Gen-Z listened to 154 minutes of content material on Spotify on a regular basis, in comparison with a world common of 140 minutes.

Solely 3% of Gen-Z listened to music for lower than half-hour per day, and about 7% of Gen-Z engaged in intensive listening, tuning in for greater than 5 hours day by day.

51% of Gen-Z customers discover audio content material extra “healthful” in comparison with visible content material and use it to loosen up.

A Platform for Schooling and Self-Growth:

UK Gen-Z’s podcast listening within the Schooling class surged by 61% final yr, indicating a robust curiosity in studying via audio content material.

64% of UK’s Gen-Z finds podcasts extra reliable than different media. 

Podcast Consumption Tendencies:

Canadian Gen Z’s generated 103 million podcast streams on Spotify in the course of the first six months of 2023, marking a 60% enhance from the earlier yr.

Within the UK, Gen Z accounted for greater than 250 million podcast streams within the first half of 2023, fueling a 58% enhance for the reason that yr prior.

44% of Gen Z podcast listeners belief adverts on podcasts greater than on social media

Impactful Promoting:

Spotify reviews a 19% larger model affect for adverts on their platform in comparison with different media, highlighting its new discovered effectiveness in reaching and resonating with Gen-Z.

Connecting with Gen-Z on Spotify: Key Insights

The important thing takeaway right here is that Spotify is more and more turning into a strong platform for connecting with Gen-Zers however provided that it’s achieved in the suitable method. Gen Z are famously resilient to conventional promoting and are typically far more receptive to messaging with an genuine, private contact. The next insights present useful solutions on how you are able to do simply that.

1. Faucet Into Prime Genres for a Seamless Listening Expertise:

  • While listening habits differ throughout the Gen-Z demographic, sure genres do stand out. Pop, rap, and indie pop are high of the pile proper now so integrating components of those genres into advertising content material could make it extra interesting and relatable. 
  • Keep on high of trending genres to get essentially the most out of your advertising. Ok-Pop has swept throughout the globe in recent times and it’s no totally different story on Spotify. It ranked as Gen-Z’s 4th favorite style final yr, with good previous basic rock coming in simply behind. 
  • Curiously, some analysis means that unique audio, slightly than licensed trending songs, might be extra impactful. Amp, a sonic branding company, reviews 18% of the Gen-Z contributors surveyed usually tend to interact with unique tunes from manufacturers than with chart-topping hits.

2. Perceive Why Gen-Z are on Spotify:

  • Audio for Stress Aid: Many Gen-Z customers flip to audio content material as a type of stress aid. Crafting advertising messages which can be soothing, calming, or light-hearted might improve engagement. The tone, voice, and tempo of audio adverts ought to be designed to enhance, slightly than disrupt, the listener’s expertise. 
  • Authenticity and Humor in Promoting: Gen-Z values authenticity. Adverts that acknowledge their presence as promotional content material, maybe via self-aware humour or real messaging, can foster a way of belief and relatability. 
  • Sponsoring fashionable playlists or curating your personal  are nice methods to speak model identification and supply worth, with out disruptive product focussed messaging.

3. Don’t Neglect About Podcasts

Gen-Z have lengthy since been related to a passion for fast content material and a excessive churn charge. Coupled with the belief that most individuals hearken to podcasts on their commute to work, a day by day ritual that Gen-Z (on the entire) don’t practise, it stands to motive that they wouldn’t be listening to podcasts. As you possibly can see from the stats above, it seems that’s merely not true.

Nonetheless, that doesn’t imply you possibly can slot any previous advert into a preferred podcast and anticipate it to get good traction. We will chalk the belief Gen-Z listeners place in podcast as much as the intimate nature of the medium and the rapport listeners construct up with the podcast host. Hosts are more and more turning into influencers in their very own proper, build up devoted and engaged audiences throughout platforms. 

This belief can amplify a model’s messaging and ship it to a large, devoted viewers One thing to contemplate right here is empowering podcast hosts to have a say in how adverts are introduced, guaranteeing the adverts mix seamlessly with the present’s vibe and the host’s distinctive persona. This method retains the content material genuine, sustaining the host’s rapport with their viewers and stopping the advert from feeling like an ungainly interruption.

Don’t Ignore The Indicators

Spotify’s hovering recognition amongst Gen-Z is greater than only a pattern; it’s a loud and clear sign to entrepreneurs about the place to search out and the way to interact with this dynamic demographic. By tapping into their love for various music genres and providing relatable and genuine content material, manufacturers have extra alternatives than ever to strike the suitable chord with Gen-Z. 


Hello, I’m Morgan and I’m the founding father of Tin and Copper, a socials first digital advertising company in Cornwall. I began out working as a journalist and that love for sniffing out new and thrilling tales has led to me working a full service advertising company and video manufacturing firm. At present, we work with companions of all sizes and styles, from native councils to worldwide manufacturers like TUI and AirBnB.