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Spotify and YouTube publish trend reports on Gen-Z habits


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Alongside the cocktails, ‘values’ panels and celebrity fly-bys, the Cannes Lions is also very much a festival of Companies Showing How Deeply They Understand Generation-Z. Two companies in our space included: Spotify and YouTube.

Spotify published its fourth annual Culture Next Trends Report yesterday to tie in with the Lions, including the claim that 18-24 year-olds played more than 578bn minutes of music on Spotify in 2021. “16 billion more minutes than Millennials”. Other stats on Gen-Z: 68% of them like listening to and watching media from early decades; 67% use podcasts and music to cope with stress and anxiety; and 59% believe “life was better before social media”.

YouTube, meanwhile, has published its own new Culture & Trends report focusing on Gen-Z, both as YouTubers and viewers. Among its findings: 85% of Gen-Z have posted video content online; and 65% are more interested in content “that’s personally relevant to them” rather than simply “the content that lots of other people talk about… many younger users are opting out of the watercooler discourse”.

There’s plenty more to parse in both reports.


Written by: Stuart Dredge