Spotify’s Culture Next Report 2024 is out, and it offers critical insights for brands looking to engage with Generation Z in Australia and New Zealand. As this young demographic continues to shape cultural trends, the report uncovers the key opportunities brands can leverage to build trust and create lasting connections.
Gen Z Welcomes Brands Into Their Everyday Moments
The report shows that 74% of Gen Z in Australia and New Zealand appreciate brands that curate playlists tailored to their moods and moments, reflecting how these brands understand their lifestyle. Furthermore, nearly half (45%) of this generation said they are more likely to purchase from a brand that sponsors live music events or concerts.
“Gen Zs are looking for connection and support as they navigate new life experiences, and because Spotify continues to be the home for Gen Z, it’s ripe with opportunities for brands looking to engage with this generation,” said Adrian Bingham, Spotify’s Head of Sales AUNZ.
Music and Podcasts: A Window Into Gen Z’s World
Music remains a dominant force in the Gen Z lifestyle, but the growing popularity of podcasts among this group is equally significant. The report highlights that music podcasts in Australia and New Zealand have grown by 53% year-on-year, while other podcast categories such as Leisure (52%), Science (40%), and Religion and Spirituality (25%) are also experiencing a surge in listenership.
Bingham added, “Spotify transforms once-lost spaces, like doing chores or commuting to work, into moments for profound introspection or learning. Not only that, it is the #1 home-screened app, and is considered the top ‘must-have’ for the average consumer, according to recent Hub Entertainment Research.”
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Why Brands Should Be on Spotify
For brands aiming to connect with Gen Z, the report reveals the importance of presence at key moments. Whether it’s tapping into emotional cues or simply aligning with their daily routines, advertisers on Spotify can reach a highly engaged audience. Notably, 68% of Gen Z respondents trust Spotify with their personal data more than other apps, giving brands a unique position to build meaningful relationships.
Spotify’s ability to turn everyday moments—like a morning commute or chores—into engaging experiences makes it a prime platform for brands to be part of Gen Z’s lives. As Bingham put it, “For advertisers, this presents unique opportunities to reach highly-engaged audiences in these otherwise unreachable ‘in-between’ moments of life.”
What This Means for Brands in 2024 and Beyond
The Culture Next Report provides invaluable insight into Gen Z’s preferences and habits, offering brands a roadmap to resonate more deeply with this generation. By sponsoring live music events or creating playlists that align with specific moods, brands can forge connections that feel authentic and impactful.
To learn more about Gen Z’s behaviors and how your brand can engage with them through Spotify, check out the full report.
About Spotify Culture Next Report
Spotify’s Culture Next Report is an annual publication that dives into the trends and behaviors of Generation Z around the world. Now in its sixth year, the report provides key insights for brands to engage with Gen Z through music, podcasts, and digital experiences.
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