New Study: Culture Next Vol 6, Spotify’s annual global trend report

The conversation around Gen Z is noisy. That’s why each year Spotify takes a deep dive into understanding Zs through the music, podcasts, playlists, and fandoms that form the soundtrack of their lives.

The result is an intimate understanding of Gen Z attitudes and trends, which serve as a powerful predictor of what’s in store for culture at large.

Here are some of the key takeaways we uncovered as part of this year’s Culture Next report :

Blendships: Gen Z is craving connection more than ever; while other forms of online activities contribute to feelings of loneliness, music and podcasts are a catalyst for true connection online and IRL.

→ 91% of Gen Z agreed that “sharing similar music tastes with a potential love interest connects us more deeply.”

Playlist Diary: From creating playlists for hyper-niche moments to moody jams to introspective podcasts, Zs are turning to Spotify to meticulously soundtrack and share the defining formative “firsts” of their teens and 20s.

→ 90% of Gen Zs agreed, “the music I’m into right now will always have a cherished place in my heart.”

MAINStreaming: Culture’s niche appeal won’t change any time soon, but the next big wave of culture just might be (gasp!) mainstream.

→ 80% of Gen Zs agreed, “Niche and underground cultures are increasingly going mainstream.”

For more on audio trends through the lens of Gen Z, download the full report here !