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.
84% of Indian millennials see audio as a mental health resource.
Millennials in India 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 India's millennial and Gen Z unique users in Q1 2021 compared to Q1 2020:*
*Average podcast listenership in India increased 271% among millennials and 312% among Zs
Audio isn’t just entertainment — it’s an integral part of listeners’ DIY wellness menu.
Before COVID we were all so occupied with all the things going on in our daily lives, and we never really got to discover things about ourselves. I never thought I could like someone like Lewis Capaldi or Sam Smith, but that's the only thing that's on my playlist right now. It just took a little bit of downtime for me to figure it out.
87% of millennials and 77% of Gen Zs in India agree that they use audio to reduce their stress levels.
In India, 87% of millennials and 80% of Gen Zs agree that they feel more centred and generally happier when they listen to their favourite music on a daily basis.
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Explore even more insights, trends, and takeaways for advertisers in this year’s Culture Next.