>> WELCOME BACK TO BETWEEN
BELLS EACH YEAR SPOTIFY
CONDUCTS A STUDY CALLED CULTURE
NOW.
TO BETTER UNDERSTAND THE
WORLD'S MOST INFLUENTIAL
GENERATIONS THIS YEAR, THE
FOCUS WAS GEN Z AND BASED ON
THE STUDY THOSE BETWEEN THE
AGES OF
1524 I'VE ALREADY TO REBUILD
SOCIETY FROM THE GROUND UP HERE
TO GIVE US MORE DETAILS ON THE
REPORT IS A LEE BROWN VP AND
GLOBAL HEAD
OF AVERAGE I THINK BUSINESS AT
SPOTIFY GREAT TO HAVE YOU WITH
US TODAY, THANKS FOR SHARING
THIS REPORT WITH US. NOW HOW
IS IT GEN Z GEARING UP TO
CHANGE THE WORLD WHAT ARE THEY
INSPIRED TO DO BASED ON THE
STUDY.
>> I THANK YOU SO MUCH FOR
HAVING WE WE'RE WE'RE VERY
EXCITED TO BE HERE AND WE LOVE
YOUR SHOW. YOU KNOW THIS IS A
THIS IS THE SECOND REPORT THAT
WE IT'S BASICALLY A
CONTINUATION OF OUR EFFORTS
THAT WE STARTED LAST YEAR GEN Z
AND MILLENNIALS ARE SO HARD TO
REACH AND YET SO COVETED BY
MARKETERS THAT WHEN WE PRODUCE
THIS REPORT LAST YEAR MARKERS
VERY INTERESTED IN THE INSIGHTS
AND THE CREATIVE TIPS THAT WE
PROVIDED TO THEM YOU KNOW WITH
NEARLY LISTENERS
ON SPOTIFY. OVER
92 MARKETS. WE CERTAINLY HAVE
GEN Z'S MILLENNIALS TUNE IN
EVERY SINGLE DAY. IN FACT,
72% OF OUR FREE LISTENERS ARE
UNDER THE AGE OF 35 AND OUR
AVERAGE PODCAST LISTENER.
IT'S 26. SO THAT'S HARD TO
REACH HIGHLY COVETED
DEMOGRAPHIC IS SHOWING UP ON
SPOTIFY EVERY TO BE YOU KNOW
TO LISTEN AND WE ARE
ENCOURAGING THIS IS THE PLACE
FOR THEM TO BE
HEARD BY PROVIDING THEM THESE
INSIGHTS IN THESE TIPS FROM YOU
SAW FROM THIS GENERATION.
>> WELL LET LET'S GET INTO SOME
OF THOSE TIPS WHAT ARE SOME OF
THE KEY LEARN FROM FROM MARKERS
TO APPLY FOR GEN Z.
>> YES, SO THE FIRST
ONE WOULD SAY IS THIS NOTION OF
PAST PASS THEM OUT WHICH IS
YOU KNOW THIS GENERATION IS
LOOKING
FOR MARKETERS TO INVOLVE
COMMUNITY LEADERS AS WELL AS
ACTIVISTS AND IN SUPPORTING THE
CAUSES THAT THE BRAND CARES
MOST ABOUT AND SO THAT PASS THE
MIKE MOVEMENT IS SOMETHING THAT
YOU KNOW THIS OR NOT THIS
GENERATION IS HIGHLY
ENCOURAGING IT LEADS INTO THE
SECOND ONE WHICH IS REALLY
AROUND SUP 40 KNOW MOVEMENTS
NOT MOMENTS. AND SO YOU KNOW
YOU KNOW BREAST CANCER DOES NOT
GO AWAY WHEN THE PEAK RIVETS
GET PUT UP AND BLACK HISTORY IS
JUST AS IMPORTANT AUGUST AS A
DOZEN FEDERAL IT AND THEY WANT
TO SEE
MARKETERS THAT CHAIR ABOUT THE
CAUSES THROUGHOUT THE COURSE OF
THE YEAR
AND NOT JUST LOOKING FOR A
TIMELY HASHTAG AND SO IT'S
SOMETHING WORKERS CAN TAKE HEED
OF AND INCORPORATE INTO THEIR
PLANNING AND LASTLY IS ENGAGE
IN A THEATER OF THE MIND AND
MAKING SURE THAT THEY'RE USING.
AUDIO TO TRANSPORT THEM BACK TO
ANOTHER POINT I'M
AT THAT THE RECALL WHETHER IT'S
A WARM VOICE LEADING THEM
THROUGH A
FAMILIAR SCENE.
>> OR YOU KNOW THE POP OF A
BUBBLE YOU KNOW POP OF A BOTTLE
AND BUBBLES RUSHING OUT.
>> YEAH THAT'S REALLY
INTERESTING CONTEXT I DO DO
WONDER WHY SHE'S KIND OF THE
FUTURE OF
AUDIO ADVERTISING. LOOK LIKE TO
YOU WE'RE ALL SO USED TO
LISTENING TO HOSTS A PODCAST
READING OUT ADVERTISEMENTS.
BUT HOW DOES THAT BECOME MORE
PERSONALIZED AND HOW DOES AUDIO
ADVERTISING REALLY TRANSFORM
OVER THE NEXT COUPLE OF YEARS.
>> YOU STREAMING AUDIO THE
PLACE TO BE
FOR INNOVATION FOR CREATIVE AND
FOR ENGAGING MORE AND MORE
PEOPLE ARE USING STREAMING
AUDIO TO FIND THEIR PASSIONS TO
DISCOVER NEW AND THIS IS WHERE
MARKETERS ARE
STRENGTHENING AND WE'RE NOW
ABLE TO PROVIDE BE TARGETING AS
WELL AS THE INTEREST FACE
LEVEL PRESS FOR MARKETERS TO
ENGAGE IN AUDIO ENROLLMENT, A
NEW WAY.
>> SO THAT ONE PART OF STUDY
ALSO SAYS GETTING TO KNOW AND
APPRECIATE MOM AND DAD THROUGH
MUSIC TO CALL JIM POD THIS IS A
PART OF THE GOALS FOR
GEN Z. WHAT EXACTLY DOES THAT
MEAN HOUSE GEN Z REALLY COULD
CONNECTING WITH AND URGED OTHER
GENERATIONS.
>> YOU KNOW EXISTING 64% OF
SAID
THEY REALLY GOT TO KNOW THEIR
PARENTS BETTER BY LISTENING TO
THEIR PARENTS PLAYLISTS AND
THEIR MUSIC. WHILE 78% OF THE
PARENTS
SAID THAT MUSIC IS THE MAIN WAY
OF BONDING WITH THEIR KIDS AND
SO YOU CAN SEE THAT THIS AUDIO
THIS THIS THIS PLATFORM IS
STRENGTHENING THEIR CONNECTIONS
AND BRINGING
THEM TOGETHER THAT WAS
SOMETHING THAT WE SAW WITH
THE SHIFT AND LISTENING
BEHAVIOR DURING COVID THAT MORE
PEOPLE ARE LISTENING TOGETHER
IN GROUPS AT HOME.
AND AND AND THAT WAS WHAT WAS
BRINGING THEM TOGETHER.
>> LEAVE THE
PLAYLISTS AMONG GEN
Z ARE QUITE DIFFERENT FROM EACH
OTHER IT SEEMS TODAY'S TOP
HITS. RAP CAVIAR
AND THEN THE SLEEP PLAY LIST.
WHAT DOES THAT SAY ABOUT WHY
GEN Z IS TURNING TO SPOTIFY
TURNING TO AUDIO FORMS OF
ENTERTAINMENT.
>> YEAH, YOU KNOW OF ALL THE
FEELS IS ALSO IN THERE I DON'T
THINK IT MADE THE TOP 3.
BUT
JENS THE WE WE WANT TO
OFFER THEM. THE WIDEST ARRAY OF
CONTENT WHETHER IT'S MUSIC OR
TO THIS AUDIENCE AND LET THE
LISTENERS DECIDE AND WHAT THEY
WILL LISTEN TO AND SO THAT
THOSE WERE THE 3 THAT WERE
POPPING TO THIS YEAR.
>> AND LEE IN TERMS OF THE TOP
PODCAST AS WELL AGAIN ACROSS
THE BOARD CALL HER DADDY TED
TALKS DAILY WHAT DOESN'T TAKE
AWAY FROM THE TOP I LISTENED
TO.
>> SOME HARRY POTTER YEAH, YOU
YOU KNOW THIS YEAR HAS A LITTLE
BIT DIFFERENT TERMS OF
CONSUMPTION JUST
BECAUSE OF THE WORLD AROUND US
AND I THINK YOU'RE FINDING THAT
GEN Z
AND MILLENNIALS REALLY LEANING
INTO NEWS AND INFORMATION
THEY'RE LEANING INTO
ENTERTAINMENT, THEY'RE LEANING
INTO SELF IMPROVEMENT,
COOKING HOME COURT.
SO YOU SEE THAT REFLECTED IN
SOME OF THE THE CHARTS AND THE
PODCAST AS WELL AS MUSIC
TO CONSENT.
>> AND YOU WONDER YOU KNOW
SINCE AS YOU MENTIONED IT IS
QUITE A DIFFERENCE IN ANOMALOUS
TIMES
RIGHT NOW YOU CONDUCTED THE
STUDY LAST YEAR WHAT ARE SOME
OF THE BIGGEST CHANGES ARE
DIFFERENCES THAT YOU SAW THIS
YEAR BECAUSE OF THE THE NEW
WAYS THAT PEOPLE ARE ARE
DISCOVERING NEW CONTENT GIVEN
THIS GLOBAL PANDEMIC.
>> IT'S FASCINATING CUTE NOR
LIKE LAST YEAR. WE DUG INTO THE
TRENDS OF WHAT I WOULD
SAY THAT THE MAIN TAKE AWAY
FROM THIS WHERE THIS YEAR IS
THAT THOSE TRENDS HAVE ACTUALLY
ACCELERATE. AND SO EVERYTHING
THAT WE'RE SEEING LAST YEAR HAS
JUST BEEN SET UP AND
ACCELERATED FASTER.
THE KEY THAT'S ONE OF THE KEY
TAKE AWAYS. THAT WE'RE SEEING
FROM THIS YEAR THE SECOND ONE
IS THAT
YOU KNOW, WHEN WE INTERVIEWED
THE RESPONDENTS IN JANUARY OF
THIS AND WE REALLY LOOKED AT
HIM AND AUGUST WE WENT BACK
ENGAGE WITH THEM IN AUGUST OF
THIS YEAR AS WELL
AT STAKE. TIME AND THE PAUSE
AROUND THE COLLECTIVELY IT WAS
HAPPENING
THE PANDEMIC AND MAKE SURE THAT
WE WERE ABLE
TO REPRESENT THEIR THEIR
ANSWERS AND THESE TRENDS
ACCURATELY. ONE THING THAT WAS
INTERESTING WAS THAT ONE 3
DON'T PLAN TO GO TO COLLEGE AND
PLAN TO START THEIR OWN
BUSINESS. BUT 65% OF
THE RESPONDENTS SAY THAT THEY
ARE ALREADY OR PLAN TO BE THEIR
OWN BOSS, YES, AND 59% IN
AUGUST MORE THAN IN JANUARY.
SO THEY WANT TO START THEIR OWN
BUSINESS. SO THEY'RE CERTAINLY
HERE TO
DO BUSINESS AND THEY'RE LOOKING
FORWARD TO RE IMAGINING THE
FUTURE AND TAKING THE REINS ON
REBUILDING SOCIETY WILL LEAVE
FOR.
>> THE YOUNGER GENERATION WHO
IS LOOKING TO
MAYBE TAKEN ALTERNATIVE PATH AS
YOU LAID OUT WHAT IS YOUR
NUMBER ONE PIECE OF ADVICE FOR
ADVERTISERS FOR MARKETERS TRACK
TO CAPITALIZE SPECIFICALLY ON
THAT FACET OF HOW THE YOUNGER
GENERATIONS ARE THINKING RIGHT
NOW.
>> YEAH, I WOULD WE WOULD
MARKETERS TO SPEAK AUTHENTIC
WITH THEIR TO SUPPORT THE
MOVEMENT AND
NOT MOMENTS AND TO MAKE SURE TO
LEVERAGE THE INSIGHTS.
THAT WE'RE THAT WE'RE PROVIDING
THIS REPORT TO ACCURATELY TRACK