61% Gen Z believe people are more lonely today than they were 10 years ago, revealed The Spotify Culture Next Report 2024. Furthermore, 82% of Gen Z in India agree that Spotify helps them escape ‘doom-scrolling’. Gen Z is particularly active in Spotify’s collaborative features as they make up 60% of all Blend playlists created in the past two years and 52% of all collaborative playlists this year. 55% of streams of celebrity blends in 2023-Q1 2024 came from Gen Z. Moreover, the generation shared Spotify user profiles 32 million times, representing 67% of all profile shares.
Furthermore, video podcasts are also gaining traction, with Gen Z increasing their consumption by 58% in the first five months of 2024. Concerts remain a crucial cultural experience for this group, with 74% of Gen Z attending live music shows last year, and nearly 50% attending in-person listening parties for new albums. Gen Z’s love for live podcasts is also evident, with 37% attending live podcast shows or tapings, and 36% joining in-person watch parties for video podcast episodes. Another highlight is Gen Z’s tendency to stream across various devices. They are 104% more likely than Millennials to stream on gaming consoles, and 89% of Gen Z in India believe a good playlist is essential for successful parties. Spotify’s Jam feature, which allows multiple users to blend their musical tastes, is particularly popular, with 45% of Jams coming from Gen Z, leading to 2.2 billion streams from its launch in October 2023 through April 2024.
Music plays an essential role in dating for Gen Z, with 80% prioritising music compatibility and 89% of Gen Z in India agreeing that sharing music with a love interest connects them more deeply. Gen Z’s engagement with AI is another significant finding. 88% of Gen Z in India feel that Spotify’s AI-powered features tailor their listening experiences, transforming each session into a personalised soundtrack. Gen Z streamed the DJ feature more than 3 billion times this year, highlighting their embrace of AI. The report also touches on Gen Z’s shifting views on mainstream culture. In 2024, 74% of Gen Z describe themselves as mainstream, a significant increase from 59% in 2021. Their influence has propelled artists into the global spotlight, with notable increases in streams for artists like Ludmilla, who became the first Black Latin American artist to reach one billion streams.