The Spotify Culture Next Report 2024 found that 61% of Gen Z think that loneliness has increased over the past ten years. Additionally, according to 82% of Gen Z in India, Spotify allows them to avoid “doom-scrolling.” With 52% of all collaborative playlists this year and 60% of all Blend playlists made in the last two years, Gen Z is especially active with Spotify’s collaboration features. Gen Z accounted for 55% of celebrity blend streams in 2023–Q1 2024. Additionally, 32 million Spotify user profiles were shared by this generation, accounting for 67% of all profile sharing.
Additionally, Gen Z increased their use of video podcasts by 58% in the first five months of 2024, demonstrating their growing popularity. With 74% of Gen Z attending live music performances last year and over 50% visiting in-person listening parties for new albums, concerts continue to be an important cultural event for this generation. 37% of Gen Z attend live podcast tapings or events, and 36% attend in-person watch parties for video podcast episodes, demonstrating their enjoyment of live podcasts.
Gen Z’s propensity to stream across many platforms is another noteworthy feature. 89% of Gen Z in India think a solid playlist is necessary for successful parties, and they are 104% more likely than Millennials to stream on gaming consoles. Since its October 2023 inception until April 2024, Spotify’s Jam feature—which enables several users to merge their musical tastes—has received 2.2 billion listens, with Gen Z accounting for 45% of all jams.
89% of Gen Z in India feel that sharing music with a romantic partner strengthens their bond, and 80% of Gen Z prioritises music compatibility while dating. Another important result is how Gen Z uses AI. The AI-powered features of Spotify, according to 88% of Gen Z in India, customise their listening experiences and turn every session into a unique soundtrack. This year, Gen Z demonstrated their love of AI by streaming the DJ function over 3 billion times.
The paper also discusses how Gen Z’s perceptions of popular culture are changing. 74% of Gen Zers identify as mainstream in 2024, up significantly from 59% in 2021. With noteworthy gains in streams for musicians like Ludmilla, who became the first Black Latin American artist to exceed one billion streams, their impact has catapulted artists into the worldwide limelight.
