According to ‘Culture Next’, 49% of global Gen Z say they are more likely to buy from brands that sponsor live shows
The sixth edition of Spotify’s Culture Next report revealed that Generation Z values meaningful connections, both in their personal relationships and in their interactions with brands.
The study indicates that 80% of young people of this generation prioritize musical compatibility in their relationships, even surpassing concerns about appearance. In Brazil, this number jumps to 95%, highlighting that similar musical preferences deepen connections.
According to the report, brands have an opportunity to authentically connect with this generation, both online and offline.
Brian Berner, global head of advertising sales and partnerships at Spotify, says that the platform has 251 million young people of this generation, and that by these people connecting during everyday tasks, it offers brands the opportunity to become a part of this conversation.
“For advertisers, this presents unique opportunities to reach highly engaged audiences in those ‘in-between’ moments of life that would otherwise be inaccessible.”
In addition to this data, the report shows that young people look for brands that offer experiences and connections, especially at shows.
Data collected by Culture Next:
- 49% of Gen Z value authentic engagement and say a brand that sponsors live music events or concerts would make them more likely to purchase from that brand in the future;
- 80% of Generation Z in Brazil agree that brands that create playlists for specific moods, moods and moments are more aligned with their lives;
- Globally, Gen Z is 104% more likely to stream on a gaming console compared to Millennials. They are listening to music and podcasts through connected devices, including smart TVs, gaming consoles and speakers, showing a growing trend in group listening;
- In Brazil, 78% of Generation Z agree that niche and ‘underground’ cultures are becoming increasingly ‘mainstream’, in part, because it has become more inclusive, defining what is trending;
- In the first five months of 2024, Zs watched 2.9 billion minutes of video podcasts – a 58% increase compared to last year during the same period. Driven by the intimate relationships people have with podcast hosts, we’re seeing live experiences gain traction for podcasters as well: 37% of Gen Z watched a live show or podcast recording, and 36% of Gen Z participated from an in-person viewing party to a new episode of a video podcast.
Photo by Hanny Naibaho on Unsplash
