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.
77% of American millennials see audio as a mental health resource.
Millennials in the U.S. 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 above average increases among millennial and Gen Z unique users in the U.S. in Q1 2021 compared to Q1 2020:*
*Average podcast listenership in the U.S. increased 57% among millennials and 47% 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.
83% of millennials and 69% of Gen Zs in the U.S. agree that they use audio to reduce their stress levels.
79% of American millennials and 69% of American Gen Zs agree that they feel more centered and generally happier when they listen to their favorite music on a daily basis.
As millennials and Gen Zs incorporate audio into their self-care routines, brands have an opportunity to become a part of their daily practices through Spotify Advertising.
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Explore even more insights, trends, and takeaways for advertisers in this year’s Culture Next.