The report “Culture Next 2023: Top Gen Z Trends” by Spotify outlines three prominent trends associated with Gen Z (Generation Z). This demographic also referred to as Gen Z, encompasses individuals born from the mid-1990s to the early 2010s. This group lacks a precise age range, and definitions tend to vary across different sources. Nonetheless, Gen Z commonly shares the experience of being brought up in a technologically immersive environment, characterized by the rise of the internet and smartphones. This exposure has equipped most Gen Z individuals with digital proficiency. Growing up in an era shaped by the internet has provided them with access to a broad spectrum of cultural diversity.
Gen Z, having grown up alongside platforms such as YouTube, Netflix, and Spotify, comprises the primary users of these platforms. Considering their substantial presence, one can anticipate Spotify customizing reports that focus on the consumption habits of this demographic. Furthermore, nearly two-thirds (58%) of Spotify’s user base in the United States falls within the Gen Z demographic.
The report published by Spotify presented the three biggest Gen Z trends related to the Spotify streaming platform:
- Songs that are hidden gems (Deep Cuts)
- Learning from public speeches and debates (School of Talk)
- Popularization of local cultures – music genres (Echo Culture)
If Spotify’s analysis is to be believed, Gen Z doesn’t like the superficiality that is often present on social networks. They want to learn more about the culture, about the world, about themselves. On Spotify, they want to hear personalized mixes, which will not only allow them to hear new and interesting music but also allow them to discover and explore.
This also applies to podcasts. Most of the listeners finish the episodes from beginning to end. This also applies to categories like “True Crime” or “Comedy”, which average forty to fifty minutes.
According to Spotify, 91% of Gen Z use Spotify to dive deeper into the music and podcasts they love.
Learning from Public Speeches and Debates (SCHOOL OF TALK)
Thanks to diverse debates and varied perspectives shared, podcasts have emerged as a transformative medium, significantly influencing how the younger generation acquires knowledge. Generation Z has the autonomy to select podcasts and explore topics that intrigue them, effectively creating a customized educational platform. With a plethora of podcasts covering leadership, relationships, politics, culture, and beyond, there’s ample content catering to the varied interests of young individuals. Spotify alone hosts over 100,000 podcasts. In the initial half of 2023, podcasts garnered 900 million views/streams, marking a remarkable 48% growth compared to the same period in 2022.
58% of Gen Z say podcasts bring them closer to the cultural spirit than any other media format.
Popularization of Local Cultures – Music Genres (ECHO CULTURE)
Global platforms have significantly contributed to the evolution of music. Local music genres, once limited to specific regions, now transcend boundaries. They reach global audiences through digital music platforms. Gen Z doesn’t limit itself to music from geographic regions. Instead, they listen to music from all over the world. Thanks to this, local subgenres such as “Amapiano” (house music from South Africa), “Punjabi pop” (a mix of pop and traditional music from India), and “Phonk” (hip-hop from Moscow) are seeing an increase in popularity.
73% of Gen Z agree that culture today is more diverse (rather than homogenized) than it was five years ago, thanks to digital streaming services.
