CULTURE NEXT 2021 VOLUME 3

VOLUME 3

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CULTURAL
REBIRTH: There are commonalities between millennials
themselves and the rapidly changing world
MILLENNIALS AND GEN Zs DRIVE A MORE INCLUSIVE around them. Without school and and Zs that came to light in our research
face-to-face time with friends, they’ve too. Both generations are pushing for a more
AND CONNECTED CULTURAL LANDSCAPE inclusive, multi-faceted culture. Millennials
reported more feelings of loneliness over
the course of the pandemic. Music and and Gen Zs agreed that as a culture, we’re
By: Dawn Ostroff
podcasts have helped: 66% of Gen Zs said more open to hearing from diverse voices
Chief Content & Advertising Business Officer, Spotify
audio helped them feel less alone over the than ever before: 53% said they’ve sought
last year.3 more content from more diverse creators
If 2020 was a “cultural wake-up call,” as landscape. This year’s report includes a and podcasts in the past year.5
our Culture Next research found last year,1 range of voices from around the world, with Millennials, meanwhile, faced a different
2021 is shaping up to be a cultural rebirth. the addition of a few new markets across set of challenges. As this generation This year’s Culture Next examines two
Southeast Asia, the United Arab Emirates, advances in their careers and starts different generations navigating a common
The COVID-19 pandemic has upended and Japan. And while we found similarities families of their own, the pandemic has challenge: rebuilding culture from the
our idea of “normalcy.” An ongoing in how both generations are shaping shaken up their expectations of work-life ground up. And on Spotify, they’re not just
global movement for racial justice culture, we’ve also zeroed in on some balance. Audio has emerged as the go-to listening — they’re creating, discovering
continues to challenge the status quo distinct differences. source for millennials to connect with (and revisiting), building communities, and
and fuel social change. With this as the family, stay informed, and indulge in “me passing the mic to voices that have been
backdrop, we spoke with Gen Zs (ages It’s been quite a year for Gen Z, a time.” Smart speakers, for example, have traditionally overlooked. Read on for a look
15-25) and millennials (ages 26-40) to generation now on the edge of newfound emerged as a household must-have for into their changing habits and tastes, and
understand the biggest shifts in how independence. With traditional markers of millennial parents to entertain their kids even more ways advertisers can engage
both generations are creating, curating, adulthood (like hanging out with friends — and give them a break from screens. with them, learn from them, and create in
and experiencing culture. unsupervised, attending college in person, On a personal level, millennials have collaboration with them.
or starting their first post-grad jobs) on reported strong emotional connections
One thing is certain: Audio is playing pause, Zs are eager to leave virtual events with their favourite podcast hosts. In fact,
a major part in this cultural rebirth. behind and resume IRL experiences. For they’re more likely than Gen Zs to say
That’s why this latest edition of Culture example, we found that millennials are that podcast hosts sometimes feel like
Next includes three new chapters: more likely than Zs to say they’ll continue a friend.4 And with more years behind
Listeners, Creators, and Advertisers. In attending virtual concerts after the them, millennials are more likely to favour Scan by going to
nostalgic content (think playlists devoted Search on Spotify
this report, we explore how millennials’ pandemic is over.2 Our global research also
and clicking on the
and Gen Zs’ distinct perspectives (and revealed that Gen Zs are still searching to the sounds of decades past, country
button
inevitable overlaps) are shaping the audio for connection and meaning — about music, and more).

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TABLE OF CHAPTER 03: ADVERTISERS

The most important cultural shifts for marketers to understand.

CONTENTS 21 AFFINITY-HOODS:
Similarities among young consumers lie in shared cultural passions,
not demographic targeting.
CHAPTER 01: LISTENERS
Audio is playing a major role in young people’s lives
24 REMOTE CONNECTIONS:
Brands are adapting to reach a new consumer whose lifestyle has
radically shifted.
03 SOUND ESCAPE:
Millennials and Gen Zs explore all the ways digital audio
offers comfort and connection.
27 WORKING WITH SPOTIFY ADVERTISING:
Reach your audience through digital audio campaigns that are
contextual, immersive, relevant, and original.
06 BLURRED LIVES:
Sound is blurring the lines between tangible and virtual,
fact and fiction, and more.

09 SYMBIOTIC CREATION:
Collaborations are changing the sound of culture.
METHODOLOGY
CHAPTER 02: CREATORS
Creators are shaping culture through music and podcasts For this issue of Culture Next, Spotify conducted a combination of qualitative,
quantitative, and first-party data analysis, looking at Gen Zs (15-25) and
millennials (26-40). We partnered with youth culture agency Archrival to conduct
12 THE “IT” SOURCE:
four Zoom focus groups, 40 in-depth interviews, and a dozen ethnographies,
Audio has become the “it” source of information and
ultimately speaking with more than four dozen respondents around the globe,
entertainment for a new generation.
in the United States, Canada, Mexico, Brazil, Spain, Italy, France, Germany, the
United Kingdom, India, Indonesia, Singapore, the Philippines, Japan, Australia,
15 NEW VOICES: and the United Arab Emirates. We conducted additional in-depth interviews with
Millennial and Gen Z creators are amplifying advertising and audio industry thought leaders.
underrepresented viewpoints and vibes.
We also fielded a global quantitative survey via Lucid among 9,000 respondents
18 GENERATION CURATION: in April 2021 (500 respondents per market — in all the previously mentioned
Curation is a critical part of how culture is being markets, as well as Thailand and Malaysia). Findings were additionally grounded
shaped today. in Spotify’s unique Streaming Intelligence and first-party data.

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LISTENERS: Trend No. 1

Sound Escape
As the impact of digital content on our well-being becomes
increasingly clear, millennials and Zs are journeying toward
a more fulfilling and balanced media diet. For millennials,
that means seeking comfort in nostalgic sounds. For Zs, it’s
all about offsetting their digitally saturated lives. Whether
it’s diving into a true crime podcast, getting hyped with a
pop playlist, or soothing themselves with ambient sound (or
even — gasp — silence), both generations are exploring all
the ways audio can enrich their lives.
Nestor, 31, Atlanta

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MILLENNIALS — WITH
Sound Escape MORE YEARS BEHIND
THEM — HAVE
FINDING BALANCE ESPECIALLY LEANED ON
NOSTALGIC PLAYLISTS
FOR RELIEF DURING
From doomscrolling to bingeing, unhealthy tech habits
THE PANDEMIC:
are the norm for both millennials and Gen Zs — especially
during a pandemic. With so much bad news and so few
ways to escape, zoning out can feel like the only recourse. IN THE U.K., THEY
Respondents from both generations told us they feel that STREAMED ‘70S LOVE
audio of all forms encourages them to tune in to themselves, SONGS 61% MORE, ‘80S
to each other, and to the outside world. ROCK ANTHEMS 40%
MORE, AND ‘80S HITS
WATCH
36% MORE BETWEEN
Click or scan
MARCH 2021 AND THE to check out
YEAR PRIOR.8 Nestor’s video
77% OF
MILLENNIALS
AND 67% OF GEN
ZS IN THE U.K. HOLISTIC MIX
AGREE THAT THEY
Millennial and Gen Z listeners are focused on finding the
USE AUDIO TO right mix of content to match or make their mood — and are
REDUCE THEIR moving seamlessly between all formats. Podcasts punctuate
STRESS LEVELS. 6
music playlists, binaural beats back up morning meditations,
and throwback playlists offer a dose of comforting nostalgia.

—Nestor, 31, Atlanta

“WHEN I LISTEN TO SOMETHING COMFORTING

72% OF MILLENNIALS IN THE U.K. SEE
AND SOOTHING, IT LOWERS MY BLOOD PRESSURE.” AUDIO AS A MENTAL HEALTH RESOURCE. 7

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Sound Escape
THE FOLLOWING PODCAST CATEGORIES What It Means
SAW IMPRESSIVE INCREASES AMONG THE
For Brands
DIY
U.K.’S MILLENNIAL AND GEN Z UNIQUE
USERS IN Q1 2021 COMPARED TO Q1 2020*:9
*AVERAGE PODCAST LISTENERSHIP IN THE U.K. INCREASED

WELLNESS
113% AMONG MILLENNIALS AND 175% AMONG ZS

As millennials and Zs are incorporating

audio into their self-care routines,

MENU brands have an opportunity to become

a part of their daily practices through
Spotify Advertising.

Among Gen Zs, audio isn’t GO WITH THE FLOW

considered just entertainment Listeners are more receptive when
— it’s an integral part of their messaging matches their mood.
Consider millennials’ nostalgic listening
DIY wellness menu. Zs the experience and lean into contextual
world over are tuning into targeting to match their vibe.
specific auditory experiences
to self-regulate, manifest, and ALIGN WITH COMFORTING CONTENT
179% 294% 66% 154% Musical repetition creates positive
heal, whether through positive-
associations as the more we hear
thinking podcasts, ambient Gen Z MENTAL ALTERNATIVE something, the more we like it. Sponsor
sound, or even silence. On Repeat, a personalised playlist filled
HEALTH HEALTH
with the songs you can’t get enough of
right now, to increase positive sentiment
Millennial for your brand.

64% ESCAPE THROUGH EDUCATION

Podcasts are a portal to a cool, new
OF GEN ZS IN THE U.K. kind of school. Create custom podcast
midrolls that deliver short knowledge
FEEL "MORE CENTRED
drops to listeners to increase their
AND GENERALLY curiosity and nourish their brain. Align
HAPPIER" WHEN 108% 191% 119% 211% with educational podcast shows such as
Every Little Thing from Gimlet, a Spotify
LISTENING TO THEIR SELF-HELP HEALTH Studio, to tap into listeners who are in a
FAVOURITE MUSIC ON learning state of mind.
A DAILY BASIS.10

SOURCE: Spotify First Party Data,

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CULTURE NEXT 2021 Global Trends Report VOLUME 3

Kat, 26, Toronto

LISTENERS: Trend No. 2

Blurred Lives
Millennials and Gen Zs are increasingly immersed in a
mixed reality that blurs the lines between tangible and
virtual, straddles fact and fiction, and brings audiences
“together” at a distance. And while Gen Zs are eager to
resume IRL experiences, millennials are OK with con-
tinuing to attend virtual events. These new modes of
navigating real and virtual worlds — and everything in
between — are being driven by the most immersive of
our senses: sound.

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“BECAUSE OF SOCIAL MEDIA AND ALL

THE DISTRACTIONS WE HAVE VISUALLY,
WE ARE REALLY DESENSITISED. BUT DEMOCRATISED
AUDIO IS THE ONE PERSISTING THING.
AUDIO HAS THAT UNIQUE ABILITY TO LIVE EXPERIENCES
LITERALLY GET INSIDE YOU.”
For musicians and music fans, immersive virtual worlds became a critical
—Kat, 26, Toronto tether as live shows paused: 68% of millennials and Gen Zs globally
“attended” a virtual experience in the last year.11 Millennials in the U.K.
were more likely than Zs there to say they plan to continue attending
virtual concerts after the pandemic is over (56% vs. 44%), since they’re
cheaper and more convenient than real-life experiences.12

AMONG MILLENNIALS IN THE U.K.:

WOULD RATHER CONNECT WOULD RATHER CONNECT

55% 45%
WITH LOCAL MUSIC FANS WITH OTHER MUSIC FANS OF
OF AN ARTIST YOU LIKE VIA AN ARTIST YOU LIKE FROM
AN IRL CONCERT AROUND THE WORLD VIA A
LIVESTREAMED CONCERT
Blurred Lives

REALITY SHIFTING SOURCE: Spotify Culture Next survey, U.K.,

among 507 respondents 15-40, April 2021

While audio soundtracks have long figuratively transported

listeners to new places, audio-first immersions became more

60%
literal as millennials and Gen Zs sought to escape the same
four walls, city blocks, and social pods they’ve been stuck
OF MILLENNIALS IN THE U.K.
with for over a year. FEEL THAT AUDIO IS THE MOST
IMMERSIVE FORM OF MEDIA. 13

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Blurred Lives “LISTENING TO [K-POP What It Means

SINGER] LUNA WHILE
AUDIO IMMERSIONS I PLAY GIVES ME AN For Brands
ACTUAL PHYSICAL
For both millennial and Z gamers, immersion into alternate
realities is somewhat routine. However, their appetite
REACTION. SHE OPENS Audio allows brands to be a part of both
for hybrid real-virtual experiences is driving new content UP THE FLOODGATES TO physical and virtual realities.
preferences. Gamers are increasingly experimenting with BE WHATEVER I FEEL LIKE TAKE THEM TO ANOTHER DIMENSION
swapping in different soundtracks as a way to refresh their BEING AND MAKES MARIO Leverage 3D audio to immerse listeners in
experiences. In fact, among avid gamers globally, 65% of
millennials and 56% of Gen Zs agree that curating their music
KART FEEL SUPER SPARKLY.” an authentic virtual listening environment,
creating a dynamic and sensory experience.
choices while gaming is important.14 Achieve undivided attention for your brand
—Kat, 26, Toronto through soundscapes that take Zs on a
journey from near and far to left and right.

THINK ABOUT INTERESTS,

NOT DEMOGRAPHICS
TIME SPENT STREAMING For a long time, “gamers” was shorthand

SPOTIFY VIA GAMING for young and male. But as of 2019, 44% of
total global Spotify Free gamers are female.
16

CONSOLES INCREASED Get in with gamers through the content they

crave by sponsoring their top playlists such
52% IN THE U.K. BETWEEN as Top Gaming Tracks, or crafting unscripted
Q1 2020 AND Q1 2021. 15 host reads in shows like The Misfits Podcast,
a Spotify Exclusive, to tap into the power of
the hosts’ gaming celeb status

REACH A NEW LEVEL

Gamers are focused on scoring when
they’re deep in play mode, but they also use
time spent gaming to learn and discover
new things, from podcasts to playlists. Take
your targeting to the next level by reaching
WATCH gamers of both generations in real time
while they’re soundtracking their gaming
Click or scan with Spotify.
to check out
Kat’s video

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LISTENERS: Trend No. 3

Symbiotic
Creation
With the influence of social media (especially for
Zs), collaborations between musicians, podcasters,
audiences, and brands are changing the sound of
culture from the inside out. Fan communities have been
especially beneficial for Gen Zs through the pandemic,
helping them form bonds over shared passions.

Sophia, 17, Whittier, CA

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“SOCIAL MEDIA HAS CREATED A

FAN COMMUNITIES
—Sophia, 17, Whittier, CA

COMMUNITY FOR MUSIC LOVERS

OF EVERY GENRE YOU CAN IMAGINE.
PEOPLE GIVE RECOMMENDATIONS OR Psychologists say being a part of a fan community is good for mental and
ASK FOR RECOMMENDATIONS, AND emotional health, especially among teens, as it creates a sense of belonging
WE ALL GROW OUR MUSIC TASTES.” and identity.17 Beyond sharing music, TikTok teens and K-pop stans have even
gained political clout by banding together to promote Black Lives Matter and
using meme takeovers to disrupt racist online chatter.

WHERE GEN ZS IN THE U.K. ARE MOST LIKELY TO HAVE

WATCH DISCOVERED A NEW MUSIC ARTIST:
Click or scan
to check out 9
Sophia’s video
8 1

Symbiotic Creation 7

THE NEW 29% 6

OF GEN Z
HITMAKERS SPOTIFY USERS 5
IN THE U.K. SAID 2
Gen Zs — who grew up on the internet — came THEY’VE HEARD 4
of age reposting, remixing, and reproducing A SONG ON 3
culture. To them, everything is ripe for some
inspired rearranging, including audio. Armed with
SOCIAL MEDIA 1) 27% SOCIAL MEDIA 6) 5% A FILM OR TV SHOW

social media, young listeners now play an active AND THEN 2) 17% FROM A FRIEND 7) 5% AN AUDIO AD ON A STREAMING
role in amplifying new artists, co-creating songs, SEARCHED FOR 3) 9% RECOMMENDED THROUGH
PLATFORM / SERVICE

and forming powerful global communities that IT ON SPOTIFY. 18 A STREAMING APP OR SERVICE 8) 7% NONE OF THESE

make tomorrow’s hits. 4) 7% FROM AN ARTIST I ALREADY

KNOW / LISTEN TO
9) 8% FROM A FAMILY
MEMBER

5) 5% ON A CURATED PLAYLIST

SOURCE: Spotify Culture Next survey, U.K.,

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CULTURE NEXT 2021 VOLUME 3

What It Means
Symbiotic Creation
For Brands
REMAKING THE
SOUND OF CULTURE Gen Zs and millennials are not just consumers,
they’re creators. Pull back the curtain and
give your audience a backstage pass to
your brand’s creative process — and the
With creators more accessible than ever, both opportunity to be part of it.

millennial and Gen Z listeners now respond to KEEP UP WITH CULTURE IN REAL TIME
musicians’ work-in-progress drafts, choose their Audio offers a unique opportunity to deeply
favourite hooks, write lyrics, retitle songs, and even engage listeners using minimal production
play a role in deciding which tracks get made.​This resources. Whether you’re a Fortune 500
company or a startup, Spotify Ad Studio
is changing how creators create. Instead of working offers free audio ad production, including
in private until they emerge with their completed custom voiceover, allowing creative teams
product, musicians and podcasters are now to produce new messages easily and get
welcoming fans (and brands) into their them live quickly.

creative process. BUILD CAMPAIGNS FOR COLLABORATION

Foster connection with Gen Zs by including
them in the creative process. For instance,
Calvin Klein drove Zs to a digital experience
to ask, “What do you hope for?” Once they
AMONG AUDIO CREATORS answered with their specific dream for the
future, they could then add one song to a
AROUND THE GLOBE, “THE WORD ‘FAN’ DOESN’T ENCOMPASS collaborative playlist for that specific hope.
MILLENNIALS WERE MORE ENOUGH OF THE ACTUAL RELATIONSHIP
BRING MILLENNIALS BACK TO
ANYMORE. I THINK WHAT ATTRACTS MY
LIKELY THAN GEN ZS TO SAY THE BEGINNING
FANS TO ME AND ME TO MY FANS IS THAT WE Before it reaches the masses, every hit song
THAT RECEIVING FEEDBACK HAVE THIS VERY OPEN, CHARMING, WITTY begins as a simple idea — and great products
are built in a similar fashion. Create custom
FROM FANS OR FOLLOWERS DIALOGUE THAT IS EXTREMELY HONEST AND podcast midrolls that start with a fact about
IS PART OF THEIR CREATIVE FUNNY. AND I VALUE SO MUCH OF WHAT your brand (the original name, a description
of the garage/basement where a prototype
COMES FROM THAT. I WOULDN’T WANT TO
PROCESS (76% VS. 65%). 19
was made, etc.) and discuss how the spark of
SHELTER THAT OR COMPROMISE THAT.” an idea led to the finished product.

—Music artist Alexander 23

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Wil, host of SUPERHUMAN

CREATORS: Trend No. 1

The “It” Source

Podcast creators are fast becoming the front page, the
6 o’clock news, the silver screen, and the classroom
for a new generation of “cord nevers” — Gen Zs who
already turn to their phones as their primary news
source. As for millennials, they’re still tuning into their
favourite shows (and hosts) for credible information
about the world around them.

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“THERE’S A HIGHER
The “It” Source LEVEL OF TRUST
WITH PODCAST
AUDIO AUDIENCES
BECAUSE IT’S MORE
AUTHORITY RAW. IT’S KIND
OF LIKE HANGING
OUT AND SEEING
Millennials’ and Gen Zs’ trust in traditional societal institutions, THIS SIDE OF
from politics to religion to media, is lower than ever around the SOMEONE THAT’S
world.20 At the same time, many young people are placing more AS PERSONAL AS
trust in a medium they feel brings them closer to the “capital IT CAN GET. [MY
T truth”: audio. Podcasters have emerged as a refreshing class AUDIENCE] FEELS
of creators that feel authentic, accessible, and — above all — WATCH
LIKE I’M THERE
trustworthy, even in the midst of widespread skepticism. Click or scan
TALKING TO THEM.”
to check out
—SUPERHUMAN host Wil Dasovich
Wil’s video

17%
OF ZS IN THE U.K. IDENTIFY AS
“CORD NEVERS,” WHO HAVE NEVER
USED TRADITIONAL CABLE TV.
21 RAW, REAL, RELATABLE
Unlike traditional broadcasters, who rarely go off-script, audio
creators often reveal their vulnerable and raw “real” selves —
which listeners are more likely to feel intimately connected with.
OF MILLENNIALS IN THE U.K. BELIEVE The intimate connection forged between audio creators and
67% THE ACTUAL VOICES OF PODCAST listeners is a gold mine for brands. Podcasts have proven to be a
uniquely effective ads environment: 41% of all global listeners say
HOSTS CAN MAKE OR BREAK A
they trust ads more if they hear them during a podcast, and 81%
PODCAST (VERSUS 59% OF ZS IN THE report that they’ve taken an action after hearing a podcast ad.23
U.K. WHO SAID THE SAME). 22

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The “It” Source What It Means

For Brands
INTIMATE PROXIMITY
Once viewed as niche, podcasting is now so mainstream The intimate nature of podcasts makes them
an ideal medium for advertisers to reach
that leaders in nearly every cultural arena — from gaming engaged listeners. Both Host-Read and Voice
and humour, to politics, sports, youth culture, and beyond Talent ads help advertisers connect with
— are using the medium to forge deeper connections. podcast listeners, drive significant mid-funnel
And well-known Gen Z creators are also now attracting lift, and win over new audiences.
younger listeners to the audio medium.
ENGAGE EMOTIONALLY WITH
MILLENNIALS THROUGH PODCAST HOSTS
Host-Read ads show a significant increase
in emotional connection compared to Voice
Talent ads, because they lean on the trust a
listener has to that host. That emotional trust
makes Host-Read ads ideal for introducing a
new brand or product for the first time.

DRIVE AWARENESS AND SCALE WITH

VOICE TALENT ADS
We found that Voice Talent ads under 30
“READING A NEWSPAPER seconds produce significant lifts across
ARTICLE OR A TV metrics. To scale your podcast buy, run Voice
Talent ads across Spotify Audience Network
PROGRAMME, YOU DON’T to reach engaged listeners both on and off
KNOW WHICH WRITER HAS Spotify in a highly targeted way.
WRITTEN WHAT, AND IT’S ALL
KEEP IT CONVERSATIONAL
Gen Z social media influencers GONE THROUGH AN EDITOR. Whether you’re running scripted Host-Read
are increasingly creating their WITH AN AUDIO CREATOR, ads or Voice Talent ads, podcast ads should
own podcasts: U.K. influencer YOU KNOW WHERE THE reflect how people talk in real life. Focus on
JaackMaate launched Happy Hour, what sounds natural to the listener in order to
a Spotify Exclusive, while American OPINION IS COMING FROM, achieve the authenticity and relatability that
digital content creator Addison Rae SO YOU CAN GAUGE IT.” your audience expects.
has her own Spotify Original.
—Max, 15, Petersfield, U.K.

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Nina, 37, Compton, LA

CREATORS: Trend No. 2

New Voices
Millennials and Gen Zs crave representation. That’s
why creators from both generations are now bypassing
traditional gatekeepers of culture to uplift voices and
viewpoints that have been historically underrepresented
by mainstream media. ​

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New Voices AMONG MILLENNIALS / GEN ZS IN THE U.K.:

AMPLIFYING
UNDERHEARD 54%
OF GEN ZS IN
Millennials Gen Z

PERSPECTIVES THE U.K. BELIEVE 65% 50% 61% 54%

THEY HAVE MORE
A wave of new audio creators has been swept to the FREEDOM TO BE AGREE THAT AS A CULTURE BELIEVE THEY’RE
forefront of culture by the convergence of affordable
digital tools and platforms, and the conviction that their
THEIR AUTHENTIC WE'RE MORE OPEN TO
HEARING DIVERSE VOICES
BUILDING A MORE
EQUITABLE SOCIETY

songs and stories have been left out of culture for far SELVES THAN THAN EVER BEFORE

too long. Through audio, millennial and Gen Z creators PREVIOUS

are finding a medium ready to embrace projects that
GENERATIONS. 25
SOURCE: Spotify Culture Next
represent and empower them and their communities. 67% 55% survey, UK, among 507
respondents 15-40, April 2021

Spotify’s podcast recording and

distribution software Anchor BELIEVE THEY’RE BUILDING
A “BETTER NORMAL” OUT
helped creators launch more than OF THE PANDEMIC
1 million new podcasts in 2020,
and the number of Anchor-licensed
shows grew by 210% between
March 2020 and March 2021.24

DEMOCRATISED CREATION
—Nina, 37, Compton, CA
Unlike some visual media, which require expensive equipment, formal education, or large crews,
audio creators face a lower barrier to entry and thus less intrinsic bias. This access and ease is
“WITH AUDIO, THERE’S JUST SO MUCH MORE especially essential for Gen Zs, who are most likely to be producing and promoting themselves.
FREEDOM. I GOT A PHONE, I GOT A MIC, WE Zs even conceived bedroom pop, a music genre known for its indie creative process.
GOT A CAMERA — LET’S GO.”

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New Voices “THIS PAST YEAR, What It Means

SPECIFICALLY, I’VE FELT
REPRESENTATION, MORE REPRESENTATION
For Brands
IN AUDIO THAN IN ANY
FINALLY! OTHER INDUSTRY. I’VE Zs are the most racially and culturally diverse
HEARD MORE NARRATIVES generation yet, and they expect brands to
reflect, represent, and empower them through
For both younger millennials and Gen Zs especially, the rise of
THAT I CAN RELATE TO their campaigns, talent partnerships, and
new voices in the audio space has meant seeing — or hearing
— themselves represented (finally!). As voices behind the mic
AND HEARD FROM MORE participation in social justice movements.

become increasingly diverse, the audio medium is resonating BIPOC ARTISTS.” SHAKE IT UP WITH NEW SOUNDS
with a wider audience — the fruits of which are already starting Zs love discovering new voices, music, and
to change the industry. In fact, in the U.S. market, podcast brands. Reach Zs who are already in the
—Andrés, 24, Mexico City
discovery mindset by sponsoring playlists
listeners who are Black, Latinx, Asian, or who self-identify as such as New Music Friday or Discover
some “Other” race all surpassed the growth rate among white Weekly, which celebrate finding fresh music
listeners, according to Nielsen.26 that you haven’t heard before.

AMPLIFY THE CONVERSATION

Align your brand with podcast shows that
promote representation in audio. Spotify
50% OF partnered with Higher Ground, a production
company formed by the Obamas, to produce
MILLENNIALS powerful stories that entertain, inform, and
AND 43% OF GEN inspire, and to lift up new, diverse voices in the
ZS IN THE U.K. entertainment industry. Salesforce, and Procter
& Gamble brands Dawn and Tide, served as
SAID THEY’VE the first season’s presenting sponsors for The
SOUGHT MORE Michelle Obama Podcast, a Spotify Original.
CONTENT FROM PASS THE MIC
MORE DIVERSE Give underrepresented artists the stage
CREATORS AND to share your brand message in their own
way. For instance, Cinnamon Toast Crunch
PODCASTS IN partnered with Cuco, an emerging Latinx
THE LAST YEAR.27 artist, to create custom audio and video spots
that share the inspiring ways he continued
to grow his music career and live life to the
fullest despite challenging times in 2020.

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CULTURENEXT
NEXT2021
2021 Global Trends Report VOLUME
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Music artist glaive, 16

CREATORS: Trend No. 3

Generation
Curation
For millennial and Gen Z creators, cultural curation has
emerged as an essential pillar of artistic expression.
Where cultural curation helps Zs carve out their artistic
identity, millennial creators curate to keep their audiences
interested. With the power to forge connections, set
emotional tones, and even launch careers, curation is a
critical part of how culture is being shaped today.

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Generation Curation “GROWING UP ON THE The hyperpop music genre pulls

CURATION IS INTERNET AND SEEING SOCIAL in sounds from every corner of

culture. Among Gen Z listeners in
MEDIA HAS INFLUENCED MY the U.K., Spotify's hyperpop playlist

CREATION MUSIC A LOT. UP TO THIS DAY,

YOU COULD SEE A PHRASE
grew by an impressive 814%
between Q1 of 2020 and 2021.29

Digitally-native Zs especially are thoroughly accustomed ON SOMETHING ON SOCIAL Gen Z-focused playlist Lorem
to curating their lives and identities. Among Gen Z audio
MEDIA AND BE LIKE, ‘OH, is so eclectic its name is a Latin
creators today, curation has become much more than just word used as a placeholder.
aggregation; it’s become creation, pure and simple — and THAT’D BE COOL TO PUT Total global followers of Spotify’s
young creators are tapping its generative power as a form IN A SONG.’” Lorem playlist increased 43%
of artistic expression. between Q1 2020 and Q1 2021.30

—Music artist glaive, 16

CURATED INPUT,
FRESH OUTPUT
Curation is now directly affecting the creative
output of millennial and Z audio creators. Whereas a
decade ago artists may have stayed in their lanes and
continued to make music according to what they’re
already known for or good at, young artists today
craft new sounds by regularly pulling from different
genres, sounds, cultures, and more.

64%
WATCH OF GLOBAL GEN Z CREATORS FEEL THAT DIGITAL
Click or scan TECHNOLOGY MAKES IT EASIER THAN EVER TO
to check out
BE A CULTURAL CURATOR.28
Edouard’s video

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What It Means
“FOR ME,
Generation Curation

CURATING For Brands

CONNECTION CURATION IS Brands can join in on cultural curation

ABSOLUTELY
through Spotify’s playlist ecosystem:
While playlists have been around for well over a decade, it’s only branded playlists, editorial playlists, and
been in recent years that audio creators have fully embraced user-generated playlists.
them as a platform for showcasing their own curatorial chops.

CREATION.”
PAIR YOUR PRODUCT WITH A PLAYLIST
Playlist curation has been especially embraced by millennial Branded playlists provide an opportunity to
creators as a way to ensure their place in cultural conversations engage and entertain your audience through the
by highlighting favourite tracks, citing influences, and more. music they love. The best branded playlists are
supported with a robust marketing strategy. For
—Edouard, 33, Paris, France
instance, M&M’s brought back their limited-time
Messages packaging, which featured Spotify
Codes to match their messages to branded
playlists. Scanning an M&M’s pack that says
"Slay Girl" opened an M&M’s playlist of songs by
powerful female artists.

TARGET MOMENTS CURATED BY ZS

No matter what’s happening beyond our
headphones, playlists reflect it. Leverage user-
generated playlist targeting to reach Zs when
they’re listening to playlists they’ve curated

67%
for specific contexts, moods, or activities, and
match your creative messaging to the moment.

EXTEND EXISTING TALENT PARTNERSHIPS

Treat your talent like the tastemakers they are.
For instance, to promote the film Once Upon
A Time… In Hollywood, Columbia Pictures
OF GLOBAL MILLENNIAL
teamed up with Spotify to take over the TV &
CREATORS SAID THEY Movies hub. Director Quentin Tarantino guest-
FEEL MORE PRESSURE curated the Spotify editorial playlist Film &
THAN EVER TO BE A TV Favourites and voiced audio annotations
to give fans exclusive content throughout the
CULTURAL CURATOR.31 playlist.

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CULTURE NEXT 2021 Culture Next 2021 Volume No. 3 VOLUME 3

ADVERTISERS: Trend No. 1

Affinity-hoods
Gen Zs have undone the neat demographic
segmentation of marketing past. No longer defined
by age, race, gender, or geography, the similarities
among young consumers lie in shared cultural
tendencies and passions.

–Karamvir, 18, New Delhi

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AUDIO IS A RICH SPACE FOR REACHING AUDIENCES THROUGH

THE CULTURE THEY LOVE: 66% OF MILLENNIALS AND 62% OF
GEN ZS IN THE U.K. BELIEVE THAT STREAMING PLATFORMS
AT-LARGE, INCLUDING AUDIO, HAVE SIGNIFICANTLY SHAPED
AFFINITY MOVEMENTS
HOW THEY DISCOVER AND CONNECT WITH
BROADER CULTURE.32 —AND MOMENTS
Global affinity communities are actually easier for brands to connect with than
the monolithic demographic segments that informed marketers in decades
past. After all, cultural affinities are transparent — both for millennials, who
have driven the mass adoption of social media, and Gen Zs, who were born into
a world shaped by the internet. We often see a spike in community-focused
streaming pop up around key moments in culture, from Black History Month
and the World Cup, to International Women’s Day and Oktoberfest.
MILLENNIALS AND GEN ZS IN THE U.K.:

HAVE USED MUSIC AS A WAY TO

LEARN ABOUT CULTURES AND
51% EXPERIENCES THAT DIFFER FROM
Gen Z THEIR OWN

45%
Affinity-hoods Millennial
HAVE BECOME A PART OF A
GLOBAL COMMUNITY BECAUSE OF

COMMON CHORDS 44% EITHER MUSIC OR PODCASTS

Young consumers can’t be boxed in — to genre, geography, 43%

language, or any other passive identifier. Their communities
are formed around what really matters: cultural affinities, HAVE MADE A FRIEND WHO LIVES
IN ANOTHER COUNTRY BECAUSE OF
e.g. shared cultural passions or interests, no matter how 39% EITHER MUSIC OR PODCASTS
niche. For marketers, this has sparked new, innovative
approaches for reaching increasingly fragmented consumer
groups of Gen Zs and millennials. 40% SOURCE: Spotify Culture Next survey, U.K.,
among 507 respondents 15-40, April 2021

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What It Means
Affinity-hoods
For Brands
CULTURAL
GENTRIFICATION To authentically align with millennials and
Zs, brands should focus on surrounding
the music and podcasts that represent
their passions.
Millennials and Zs aren’t just trying to be cultural voyeurs — they’re
looking to participate in the cultural zeitgeist on a deep, authentic TAP INTO GENRES IN A NEW WAY
level. With this in mind, brands should consider how to not only Whether they’re streaming Ann Arbor
indie or Polish trap, Zs consider far-
connect listeners to like-minded communities, but also help them
flung microgenres as close to home.
dive deep into the cultural contexts simmering beneath the surface. Sponsor one of our genreless playlists,
such as POLLEN or Oyster, or leverage
microgenre targeting by creating audio
—Karamvir, 18, New Delhi
spots in the same musical style of their
favourite microgenres.
“I ALWAYS TRY TO UNDERSTAND THE CONTEXT BEHIND MUSIC, SAY GOODBYE TO GENDER NORMS
THE STORY BEHIND MUSIC.” Millennials and Zs dispel the
misconceptions about what a woman
is supposed to behave like, specialise
in, or even what they’re supposed to
listen to (hint: it’s way more than just
lifestyle content!). Through custom
39% OF MILLENNIALS podcast midrolls, show how your brand
is breaking barriers for women by
AND 42% OF GEN debunking myths that have been making
ZS IN THE U.K. the rounds in your brand’s industry.

BELIEVE LISTENING BE PART OF CULTURE ON SPOTIFY

TO MUSIC WITHOUT Cultural Affinity Targeting is a way to
target users based on their intentional
THE BACKGROUND interactions with content around various
KNOWLEDGE OF THE WATCH cultural moments — primarily tied to the
hubs we have in-platform. Reach listeners
Click or scan
CULTURE IT CAME FROM to check out
during moments and themes throughout
the year that drive cultural conversations.
IS PROBLEMATIC.33 Karamvir’s video

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ADVERTISERS: Trend No. 2

Remote
Connections
With millennials’ work lives, parenting strategies, habits,
and behaviours scrambled by the pandemic, brands
are having to adapt to reach a new consumer whose
lifestyle has radically shifted.

Travis, 33, Dubai

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Remote Connections “ THE CAR, THE

HOME. THESE
THE ABNORMAL NOW ARE THE KILLER
PLATFORMS FOR
After more than a year of lockdowns, life for many is still centred LISTENING… THE
around one single location: home. As a result, in the U.K. we’ve INFRASTRUCTURE
seen an increase in listening to Spotify audio through connected
home-based devices including desktop computers (+35%), gaming
HAS BEEN BUILT
consoles (+52%), smart speakers (+59%), and TVs (+55%).34 We’ve OUT TO ENABLE
also seen a 263% increase in in-car listening on Spotify over the last THE NEXT
year in the U.K., as drivers take their social bubbles on the road.35 GENERATION OF
WATCH
263% DIGITAL AUDIO
Click or scan
TO FLOURISH.” to check out
224% Travis’ video
MILLENNIALS AND GEN ZS IN
THE U.K. STREAMED AUDIO ON
SPOTIFY THROUGH CONNECTED —Jay Richman, Spotify’s Head of Global Ads Business and Platform, on the Wharton Tech Toks podcast37
DEVICES MORE OFTEN IN Q1 2021
THAN Q1 2020:
SOURCE: Spotify First Party Data, Q1 2021 vs. Q1 2020

59%
55%
52%
CONNECTED
35%
COMMUNITY
IN-CAR WEARABLE
DEVICES
SMART
SPEAKERS
TVS GAMING
CONSOLES
DESKTOP
COMPUTERS
At a time when 51% of millennials in the U.K. say their community or
social outlet has grown smaller due to the pandemic (compared with
48% of Gen Zs there),38 connected devices are helping people feel
40% OF MILLENNIALS IN THE U.K. SAID more, well, connected. That’s true of their brand connections too.
THEY’VE SEEN FEWER ADS THAN THEY WOULD Audio ads, which reach listeners wherever they are, have become an
IN A TYPICAL YEAR, WHILE 46% SAID THEY’VE innovative way to reach homebound consumers.
HAD FEWER BRAND INTERACTIONS. 36

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What It Means
Remote Connections
“WE’VE FOUND
For Brands
“HEY SPOTIFY!” THAT AUDIO
Here at Spotify, we’re invested in pushing
PLATFORMS ARE As millennials look inward, making their homes their safe
havens, Spotify continues to be a primary platform for
innovation at the forefront of interaction
and connectivity. Our new voice-controlled
EVOLVING, AND connecting with friends, family, podcast hosts, and brands.

experience, “Hey Spotify,” allows listeners to

spark up, navigate, and search for music and
IT GIVES THE MATCH THE CALL TO ACTION TO HOW YOUR
AUDIENCE LISTENS

ADVERTISER A
When your audience is listening through connected
podcasts — without ever using their hands. The devices such as speakers, game consoles, or even in-car,
result is a custom interactive experience, fit for they’re most likely pairing their streaming with another

the new realities of juggling work, life, family,

personal goals, and more, all in a given moment.
LOT OF SPACE TO activity. If they can’t reach their mobile device while
cooking for a crowd, consider another way to encourage

GROW AS WELL.”
a response. For instance, Oasis, a Coca-Cola brand, ran
audio spots whose CTA simply asked listeners to buy more
of their soft drinks — so the brand could advertise less.

—Aviv Bar Oz, Offline Media Manager at Monday.com BRING LISTENERS TOGETHER THROUGH YOUR BRAND
Position your brand as the centre of connection for
listeners, whether you’re the technology they use for

50%
online study groups or virtual hang-outs, or if you’re
the product that’s a must-have for IRL interactions. For
instance, Miller Lite created a digital experience that
allowed users to generate a personalised Spotify playlist
OF MILLENNIALS based on their musical taste. They were encouraged to
share their playlist with friends who could also have their
IN THE U.K. SAID streaming history analysed, combining both sets of songs
THEY LIKE AUDIO into a collaborative playlist.
ADVERTISING BECAUSE
ALIGN YOUR BRAND WITH AUTHENTIC
THEY CAN USE THEIR PODCAST PERSONALITIES
IMAGINATION TO As millennials’ social bubbles grew smaller in the
PICTURE EVERYTHING pandemic, listeners’ connection with their favourite
podcasts grew stronger. Leverage that trust and
IN THEIR HEAD.39 connection that listeners have with podcast hosts
through unscripted endorsement reads.

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Working
With Spotify
Advertising
At a time when the digital marketing landscape is more
saturated than ever, how do advertisers harness these
trends to reach their target audiences?

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CULTURE NEXT 2021 VOLUME 3

GET STARTED INSTANTLY

Spotify’s self-serve advertising platform, Ad Studio, makes it easy for
businesses to share their message with millions of listeners around the world.
It’s the best way for brands of all sizes to experiment with incorporating digital
audio into their media mix. Our free creative services make it easy to produce
professional audio ads in minutes. The best part? Success is measurable. Get
real-time reporting on ad delivery, performance, and audience so you can track
goals and optimise campaigns.

VISIT
Click or scan to
learn more at
ads.spotify.com

Working With Spotify Advertising

At Spotify, we believe that digital audio offers brands

something unique: intimate connection with listeners as
they stream what they love, on a platform that elevates
the world’s most beloved creators alongside emerging
up-and-comers. We’re constantly working on new ways to
deepen that connection, with tools to create digital audio
campaigns that are contextual, deep, relevant, and original.
In fact, our advertising vision here at Spotify is to connect
millions of advertisers with billions of listeners. Here’s how
you can work with us to reach your audience.

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Working With Spotify Advertising

TURN PODCAST FANS BE HEARD

INTO YOUR FANS IN THE
Two-thirds of millennials and Gen Zs around the globe said they currently listen
to podcasts weekly, according to our research.40 In short: Your audience is
MOMENT
listening to podcasts — and Spotify is the best way to reach them. We’re
passionate about making podcast ads a better experience all-around for listeners, Our ad formats are made to engage.
creators, and advertisers. That’s why in early 2021, we introduced the Spotify That way, listeners get a great experience
Audience Network: a brand-new way for advertisers of all sizes to connect with and advertisers get better results.
listeners who stream podcasts across our own network and leading third-party Spotify’s Streaming Intelligence enables
podcast publishers like ViacomCBS, Vox, and Condé Nast. Spotify Audience advertisers to understand listeners’
Network gives our advertising partners easy-to-use targeting tools, so they can moods, mindsets, habits, and tastes
reach listeners based on demographics (age, gender, and location), audience — all in the moment. Brands can offer
segment (e.g. fitness enthusiasts, gamers, luxury shoppers), and contextual motivating messages to listeners while
targeting (e.g. business & tech, lifestyle, gaming). they work out, be an entertaining
companion while they cook dinner, and
match the vibe at party time. Interest
targeting allows brands to reach relevant
audiences based on topics they’re
passionate about, whether it be history,
gaming, or literature. And genre targeting
helps brands introduce themselves to
new listeners by connecting with them
through beloved categories from New
Age to EDM to Folk. With Spotify, ads
connect when, how, and where it makes
sense for audiences — resulting in
optimal impact for advertisers. Learn
even more on ads.spotify.com.

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1 Spotify Culture Next survey, Global, among 5,500

respondents, January 2020; 2-5, 11, 14, 19, 28, 31, 40 Spotify
Culture Next survey, Global, among 9,000 respondents 15-40,
April 2021; 6-7, 10, 12-13, 18, 21-22, 25, 27, 32-33, 36, 38-39 Spotify
Culture Next survey, U.K., among 507 respondents 15-40, April
2021; 8-9, 15, 24, 29-30, 34-35 Spotify First Party Data, Q1 2021
vs. Q1 2020; 16 GlobalWebIndex 2019, Spotify Free Users,
Global; 17 “Psychologists Say That Belonging To A Fandom Is
Amazing For Your Mental Health,” Teen Vogue, July 2017; 20
2021 Edelman Trust Barometer Survey, December 2020; 23
Spotify & Crowd DNA, “We’re All Ears,” U.S., 2018; 37 “Ep.8 —
The Future of Audio: Spotify Supercharging Creator Tools and
Ad Tech,” Wharton Tech Toks, April 2021

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