1、 WE KNOW THE CONVERSATION AROUND GEN Z IS INCREDIBL Y NOISY.BUT WE BELIEVE SPOTIFY OFFERS SOMETHING DIFFERENT :an intimate,deeper understanding of this generation through the music,podcasts,playlists,and fandoms that form the soundtrack of their lives.Because Spotify is their essential companion thr

2、oughout their day,our streaming data offers valuable insight into their attitudes and trends,serving as a powerful predictor of whats in store for culture at large.So,if you want to understand Gen Z,tune into what theyre streaming on Spotify.And if you want to connect with this generation in meaning

3、ful ways we can help with that,too.2CONTENTS3Gen 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 catalyst for true connection online and irl.1 TREND 11 Source:Spotify Culture Next Vol 54Social me

4、dia is ever present,but Zs tell us its contributing more to feelings of isolation than togetherness.In fact,67%of American Gen Zs believe people are more lonely today than they were 10 years ago.1But not everything Gen Z does with a phone is harmful,64%agree,“Spotify is the ultimate antidote to doom

5、-scrolling,”2 and theyre actually using Spotify to forge connections by sharing music and podcasts to break the ice with each other.Music has brought people together since the dawn of civilization,but whats new is the technology that makes connecting and sharing easier and more fun:AUX CONTROLLINGBL

6、END WITH FRIENDS:Blend is a Spotify feature where two users can merge their musical tastes into one shared playlist.Gen Z users account for 60%of all Blend playlists created and shared in the last two years.3 COLLAB PLAYLISTS:Gen Zs accounted for 52%of all collaborative playlists created this year.3