1 They believe audio enables diverse viewpoints. Streaming drives culture.Ħ2% of Gen Zs believe that streaming platforms at large, including audio, have significantly shaped how they discover and connect with a broader culture, and 54% of Gen Zs believe brands have the power to create communities based on common interest and passion. 1 You’re much more likely to find Gen Z’s media consumption happening on streaming platforms. 1 Gen Zs aren’t “cord cutters.” They’re “cord nevers.”Ī growing percentage of Gen Zs are “cord nevers” - people who have never used traditional cable TV. said they’ve heard a song on social media and then searched for it on Spotify. Unsurprisingly, they’re more likely to discover new music via social media: 42% of Gen Z Spotify users in the U.S. While you won’t find this generation flipping through CDs at the mall, their hunger for seeking out new tracks and artists is just as strong compared to other generations. 1 Music discovery is a cross-platform experience. The majority of Gen Zs (51%) said audio is a more “wholesome” type of content compared to visual, and 71% of Gen Zs say they use audio to reduce their stress levels.

This generation of digital natives is more conscious of their tech habits than you might think, and audio is their escape from screen time.

In our annual Culture Next trend report, our global research revealed some surprising facts about Gen Zs.

It’s how they set the right vibe for daily activities like gaming or studying, how they discover more about the world around them, and how they connect with others - and pop culture at large. What advertisers need to know about Gen Zsįor this rising generation, digital audio is so much more than background noise.

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