Listeners: Trend No. 1
Millennial and Gen Z listeners are seeking a more fulfilling and balanced media diet – and audio is the answer.
Millennials and Gen Zs are seeking the right mix of content to match or make their mood, whether they’re escaping into a true crime podcast, getting hyped with a pop playlist, or soothing themselves with ambient noise.
For Gen Zs, audio is all about offsetting their digitally saturated lives.
72% of millennials in the U.K. see audio as a mental health resource.
Millennials in the U.K. sought comfort in nostalgic playlists during the pandemic.
Increase in podcasts focused on mental health on Spotify, among global Gen Z unique users in 2021, compared with the year prior.
The following podcast categories saw impressive increases among the U.K.'s millennial and Gen Z unique users in Q1 2021 compared to Q1 2020:*
*Average podcast listenership in the U.K. increased 133% among millennials and 175% among Zs
Audio isn’t just entertainment – it’s an integral part of listeners’ DIY wellness menu.
Music has been a massive lifeline for me.
77% of millennials and 67% of Gen Zs in the U.K. agree that they use audio to reduce their stress levels.
In the U.K., 71% of millennials and 64% of Gen Zs agree that they feel more centred and generally happier when they listen to their favourite music on a daily basis.
Want to Learn More?
Explore even more insights, trends, and takeaways for advertisers in this year’s Culture Next.