Spotify’s Culture Next report is here and it spotlights how youth across 16 countries are remixing culture. The three trends shaking up the soundscape?
👯 Blendships: music and podcasts are Gen Z's go-to for deeper connections
🎸 Playlist Diary: hyper-personalization gives Gen Z that main character energy
🎶 Mainstreaming: Gen Z is (re)embracing the mainstream. In fact, 80% of US Gen Z say niche and underground culture are going mainstream, with near-identical percentages in the UK (81%) and Australia (84%). By comparison, 74% of Gen Z labeled themselves as mainstream in 2023, up from 59% in 2021
