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Spotify is keen to make sure the youngest generation of digital music listeners don’t drift away from its service. CEO Daniel Ek has been talking about its efforts to court Gen-Z, admitting to Bloomberg that “we could be doing better in that group”.

The article offers some reasons for Spotify to be concerned, including the move by TikTok’s parent company ByteDance into music streaming with its Resso service – albeit in a handful of countries for now.

“What’s easy to forget is that many of us [streaming services and social networks] are now 15 or 20 years old. We were built for millennials,” said Ek. “I’m not a Gen Zer, and it’s something I’m well aware of. I am trying to spend time with young folks pushing the company to go for Gen Z, and later on, Gen Alpha.”

Spotify’s moves so far include enlisting popular influencers to make podcasts, and testing a TikTok-style feed of music clips accompanied by its existing Canvas video format.

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