Gen Z, the generation born between 1997 and 2012, is reshaping how we consume media. Known for their tech-savviness and constant digital connectivity, this group turns to platforms like Spotify not just for entertainment but as a means of self-expression and identity discovery.
Spotify has become a central platform for Gen Z, who increasingly use it for music, podcasts and even education. In 2023, Gen Z streamed over 560 billion songs on Spotify, with pop, rap and indie pop as their top genres. This demographic listens to an average of 154 minutes of content daily, making Spotify a crucial touchpoint for brands targeting younger audiences.
The Rise of Audio: A New Era for Gen Z
Gen Z’s relationship with audio is different from any generation before. Spotify’s insights reveal that 70% of Gen Z believes audio allows them to explore new topics and find information they wouldn’t encounter otherwise . In contrast to the always-on visual nature of other platforms like TikTok or Instagram, Spotify allows a more personal, intimate connection with content. Music, podcasts and even playlists serve as tools for storytelling, self-discovery and making sense of the world.
But why Spotify? For many in this generation, it’s about being heard as much as it is about listening. Audio offers Gen Z a sense of authenticity that resonates with their desire for real, unfiltered content. Spotify’s data points out that this generation gravitates toward content that feels relatable and emotionally resonant.
Podcasting Power: A Gen Z Favourite
Podcasts are a big deal for Gen Z. 62% of this audience listen to podcasts regularly, with topics ranging from mental health and wellness to niche, hyper-specific interests like indie gaming or climate change activism. This trend creates a unique opportunity for marketers looking to reach this audience in a more meaningful way.
Brands can collaborate with podcast creators to organically weave in their message within content Gen Z is already engaging with. The ability to target ads based on what a user listens to (or their playlist preferences) allows for a more personalised, less intrusive marketing experience.
The Value of Playlist Curation and Personalization
Gen Z loves curating their personal playlists, which are seen as an extension of their identity. Playlists are more than just collections of songs—they represent moods, moments and feelings. Marketers have begun to capitalise on this by crafting branded playlists that tap into specific interests and lifestyles. Companies can create playlists around themes like productivity, relaxation, or fitness, aligning themselves with different aspects of Gen Z’s daily life.
Leaning into Authenticity: What Gen Z Wants From Brands
Spotify research reveals that 62% of Gen Z appreciates when brands embrace realness, even if it means showing their flaws. This generation is quick to spot inauthenticity, so ads must align with their values and feel authentic.
A case study from Spotify’s own marketing team highlighted how blending ads with real stories and unpolished content performed better with Gen Z. Brands that partner with influencers and content creators who already have Gen Z’s trust, combined with organic, conversational ads, often see better engagement on the platform.
Music’s Role in Mental Health and Well-Being
Music serves as a comfort and escape for many Gen Z listeners. During the height of the pandemic, Spotify saw an increase in mood-related playlists, with many users creating custom lists dedicated to “wellness,” “self-care,” and “mental health.” This shift has created an opening for brands to join the conversation around mental health by sponsoring playlists or podcast episodes focused on well-being, mindfulness and self-care.
Ads That Blend In: Spotify’s Unique Ad Formats
Spotify has developed various ad formats tailored to meet Gen Z’s expectations for a seamless listening experience. With Sponsored Playlists, Branded Moments and interactive voice ads, brands can integrate themselves into the user experience without feeling intrusive. These ad formats allow companies to create personalised experiences, responding to what Gen Z is already engaging with on Spotify.
For example, a wellness brand could sponsor a “Chill Vibes” playlist, with subtle, creative audio ads that blend with the calming atmosphere, rather than disrupting the mood.
The Future of Marketing on Spotify
As Spotify continues to grow, the platform is finding innovative ways to tap into the cultural zeitgeist that Gen Z embodies. Music, podcasts and the audio landscape will continue to be critical in understanding how this generation connects, expresses itself and consumes content. Brands that wish to stay relevant to this audience must prioritise authenticity, personalization and emotional connection in their Spotify marketing strategies.
In Conclusion
Gen Z is revolutionising how we engage with the media and Spotify is at the centre of this transformation. Brands that understand Gen Z’s relationship with audio — and leverage the platform’s unique advertising opportunities — stand a better chance of connecting with this influential generation. Whether through branded playlists, podcast partnerships, or dynamic ad formats, the key to marketing to Gen Z on Spotify is to meet them where they are: in their ears, in their emotions and in their everyday moments.
Want to reach Gen Z through Spotify but not sure where to start? Contact us today for expert guidance on crafting authentic, engaging audio marketing strategies that connect with the next generation.
