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1、VOLUME 052CULTURE NEXT WhatsNextSource:1.Spotify Culture Next survey,June 2023.2.Spotify First Party data,Q1-Q2 2023 vs.Q1-Q2 2022.3.Spotify Earnings Call,Q2 2023.4.Spotify First Party data,July 22,2023 vs.June 24,2023.5.Spotify First Party data,Q3 2023.So much so that it can mean a lot of different
2、 things.To me,culture is defined by the expression of a communitys shared values and beliefs thats reflected through a creative language.From gaming and soccer to hip-hop and plant-based living,how quickly culture spreads is driven by the intensity of the communitys passion,and the creativity of its
3、 creators and fans.Whats clearer than ever before is that culture is constantly growing,morphing,and being redefined.81%of Zs agree that a singular definable monoculture that most people consume in tandem like the 6 oclock news or a morning radio show does not exist today.1 So,if culture is differen
4、t for everyone,it cant be universal.And it never stays the same.Which makes it all the more fascinating for us to study it and why were so excited to share our fifth iteration of Culture Next.In the first half of 2023,Gen Z listened to over 560 billion songs and more than 3 billion podcast episodes
5、a 76%increase over the year prior,making them our fastest-growing cohort in music and podcast listening.2 And when they were asked to consider the biggest cultural event of the last year,they were twice as likely to say“a song,album,or podcast that I love and listened to Having worked at big brands
6、and a few tech companies,I know that“culture”is a word that gets thrown around a lot.repeatedly”over some of the biggest events that dominated news or social media headlines.1 Spotify has over 551 million listeners3 who use the platform to soundtrack their lives.Their engagement with our catalog of
7、over 100 million songs,5 million podcasts(including 100,000+video podcasts),and 350,000 audiobooks3 both reflects culture and their passion for the creators who are driving it.Its why there was a 1,560%increase in global streams of Spotifys Barbie Official Playlist4 the day after the movies premiere
8、.Spotify users spend on average over 2.4 hours a day with us5,and they have built podcast communities(we hear you,Wrightys House listeners),fan clubs around playlists and charts(from K-Pop stans to Brazilian funk fans),and loyal superfan groups for creators(#DaddyGang).Its this engagement and our in
9、timate relationship with our audience that informs Culture Next.How fans,creators,and brands are connecting with and shaping culture on Spotify in a way thats deeply meaningful,personal and infectious is what were exploring in this years report.Whats next is already here.Are you ready?Happy reading.
10、Grace KaoGlobal Head of Business Marketing,Spotify3CULTURE NEXT Tableofcontents123Deep CutsImmersions via music and podcasts deepen fans cultural experiences.School of TalkPodcasts are on the front lines of education,shaping the minds of the next gen.Echo CultureThe sound waves of local cultures ech
11、o around the globe at supersonic speeds.4CULTURE NEXT Deep CutsImmersions via music and podcasts deepen fans cultural experiencesThe average number of Vanderpump-related podcasts added daily to the platform spiked by nearly 350%after Scandoval.1As Zs re-discovered a Millennial classic,The Little Mer
12、maid with the 2023 release,daily discoveries skyrocketed 600%for“Under the Sea”and 1,700%for“Fathoms Below”by Ships Chorus.2Source:1.Spotify Internal Data:January 1-March 5,2023 vs.March 6-May 17,2023.2.Spotify Internal Data:Reflects recent listening over a 90 day period5CULTURE NEXT Zs crave depth.
13、They want to break through the superficial surface they often find on social media and discover more about culture,the world,and themselves.Thats why they turn to Spotify.Through editorial and personalized music mixes,and features such as Blend,Niche Mixes,and DJ,we help them not only discover but e
14、xplore.In fact,a resounding 78%of Gen Zs in the US agree that Spotify brings people deeper into culture.1Gen Zs are leveraging Spotify to discover and immerse themselves in culture more deeply.Source:1.Spotify Culture Next survey,June 2023.6CULTURE NEXT Since its debut on Spotify in February of 2023
15、,Gen Zs have used our AI-powered DJ to stream over 1.5 billion minutes of music and recommendations globally.11.5Bminutes of musicof US Blend playlist58%Gen Z made up nearly two-thirds(58%)of total US Blend playlist shares in the first half of 2023,connecting deeper with their friends.2Source:1.Spot
16、ify First Party Data,Q1-Q2 2023.2.Spotify First Party Data,US Q1-Q2 2023.To have a platform like Spotify where you can land who your brand is and what you stand for on a deeper level is so important.Laila MignoniGlobal Head of Brand Marketing Communications at Bacardi 7CULTURE NEXT Podcasts,too,have
17、 emerged as a dependable and engaging means of deeper cultural reporting and storytelling:listeners tune into episodes from start to finish,no matter the length.1 Categories like True Crime(average episode length of over 40 minutes)and Comedy(average episode length of over 50 minutes)have average co
18、mpletion rates of over 80%1.In fact,nearly three-quarters(72%)of Gen Z in the US agree that podcasts take you deeper into any topic2,bringing listeners to the core of any subject.As Ivan,18,from So Paulo,Brazil,puts it,“On social media,you hear that a politician stole money.On podcasts,they explain
19、everything:why they stole money,from whom they stole money.”(Check out“School of Talk”for more.)Source:1.Spotify Fan Study:Podcast Edition,April-June 2022.2.Spotify Culture Next survey,June 20238CULTURE NEXT Podcast creators on Spotify are deepening fan engagement via video.There are now more thanvi
20、deo podcasts on Spotify1,including Spotify Original and Licensed podcasts:100,000Source:1.“Spotify Tops 100,000 Video Podcasts,”Spotify Newsroom,June 2023.2.Spotify First Party Data,US Q1-Q2 2023 vs.Q1-Q2 2022.Because podcasts are so shareable,if people are intrigued,inclined or in some way titillat
21、ed,theyre most likely going to share that with the people around them.Trevor NoahSpotify Original podcast hostThrough increased podcast listenership over the last year,Zs in the US are diving deeper into categories including:Music+59%+57%Fiction2TV&Film+58%Health&Fitness+81%Call Her DaddyStolenThe J
22、ournal9CULTURE NEXT Source:1.Spotify Internal Data:Reflects recent listening over a 90 day period.2.Spotify Internal Data:Reflects recent listening over a 90 day periodSchool of TalkFueled by diverse perspectives and honest debate,podcasters have become the influential voices of culture shaping the
23、minds of the next gen.Short 4-5 minute pieces of motivational content are trending amongst Zs.1Girls are leaning into Spotify to help them plan for the future and increase their financial fluency.The top trending Financial podcast for Zs is The Financial Feminist.210CULTURE NEXT Podcasts are on the
24、front lines of next-gen education disrupting how,what,and where young people learn.On Spotify in the US,Zs podcast listening in the Education category has surged by 53%in the last year,while increases in Religion/Spirituality(+67%),Health&Fitness(+81%),Government(+59%),and History(+36%),among others
25、,indicate a thirst for knowledge.1 With Spotify as their global classroom,Zs are able to proactively curate their own curriculum and immerse themselves in unfamiliar areas of culture.Over half of Gen Z podcast listeners in the US(53%)say theyve learned about a community theyre not a part of“and prob
26、ably wouldnt have learned about elsewhere”via podcasts.2 Gen Zs in the US generated nearly 900 million podcast streams on Spotify in the first half of 2023 fueling a 48%increase since the year prior.3 podcast streamsSource:1.Spotify First Party Data,Q1-Q2 2023 vs Q1-Q2 2022.2.Spotify Culture Next su
27、rvey,June 2023.3.Spotify First Party Data,US Q1-Q2 2023900 M11CULTURE NEXT In the process,podcasters have become influential voices in culture who are taking education into their own hands and ears.Through streaming,Zs are able to tap into the latest thought leadership on relationships from Alex Coo
28、pers Call Her Daddy or politics from Germanys Hobbylos among myriad other topics from podcasters around the world.Half(50%)of Zs in the US feel that podcasts get them closer to the zeitgeist of culture than any other form of media.1 Source:1.Spotify Culture Next survey,June 2023.2.Spotify Culture Ne
29、xt survey,US,June 2023.3.Spotify Fan Study:Podcast Edition,April-June 2022According to our previous Fan Study research,Zs on Spotify discover podcast content at a rate more than double that of any other generation.3 Three-quarters of Zs in the US(75%)say podcasts teach them about topics they wish th
30、eyd learned about in school.212CULTURE NEXT Podcasts add a lot of value to culture.Especially as a queer Black person and somebody who creates a podcast,(podcasts provide a platform to)talk about issues that a lot of people want to find out about and have conversations about.Podcast lessons are reso
31、nating,in part,because younger gens find their sources more credible:diverse voices sharing their personal experiences rather than the prescriptive views of academias ivory towers.Take podcast host and journalist Connie Walker,for example,who turned her familys experience of Canadas notorious reside
32、ntial schools into Stolen:Surviving St.Michaels.Dubbed“an investigation via oral history”by Vulture,the series won a Pulitzer and a Peabody(the first podcast to ever do so in the same week).1“This felt like an opportunity to show more of myself in my work and bring my own experiences in a way that f
33、elt authentic,”she told us.That authenticity resonates with Zs in the US:76%agree theyre more interested in learning from normal peoples lived experiences than so-called“experts.”2Mikhail,25New York CityPodcasts provide a good source of cultural education.Its a way to listen to different perspective
34、s.Abrielle,18Springfield,VASource:1.“The Best True Crime Podcasts of 2022,”New York,December 2022.2.Spotify Culture Next survey,June 202313CULTURE NEXT Source:1.Spotify Culture Next survey,US,June 2023.2.“Podcasts as a source of news and information,”Pew Research Center,April 202374%of Zs in the US
35、say podcasts offer a refreshing space for debate.1Financial services require conversation and understanding,and meeting the audience where they are.Podcasts are an incredibly important and attractive channel through which better communication can emerge and be showcased.Podcasts have blown open the
36、doors of the educational landscape,making it more accessible,relatable,and entertaining than ever before.Interviews deep-dive into the unique POVs of a wide range of people.And capital“D”discourse e.g.debates that are raw,uncut,and,yes,sometimes even combative resonate with a generation hungry for p
37、erspective,not just spoon-fed“facts.”2 Podcasts are fuel for conversation and debate among Zs as they share the knowledge they acquire via podcasts with each other and collectively unpack learnings.Chris Curtin SVP,Head of Digital,Social and Rewards at Bank of AmericaThree in five Zs in the US(60%)b
38、elieve podcasting is more trustworthy than other forms of media because its representative of more diverse voices and points of view.1Echo CultureFueled by viral moments and Spotifys expert curation,local sounds are echoing around the globe and rewriting the rules of cultural influenceLatin Music is
39、 the fastest growing genre on Spotify.Source:Spotify Internal Data15CULTURE NEXT DhruvMusic artistWeve long known that Gen Z is the most globally-minded generation to date.But this gens interest in global communities has deepened as virality has changed the reach of culture:76%of Zs in the US agree“
40、viral trends cause culture to evolve quicker than ever before.”1 And keeping up with culture at large is a non-negotiable for Zs,even when life gets too busy or the content queue gets longer.Case in point:36%of Zs in teh US have listened to a podcast at a faster-than-normal speed in the past year wh
41、ile two-thirds(63%)have played songs at a quicker tempo far more than Millennials(25%and 42%respectively).1Im a small part of a bigger movement towards artists from all over the world not just making it in their regions but being considered mainstream.Its always been a mission of mine to make the en
42、deavor of my music not serve just one country or one region,but to do it around the world.Source:1.Spotify Culture Next survey,June 2023.2.Spotify Culture Next survey,US,June 2023.3.Spotify First Party Data,Q1-Q2 2023 vs.Q1-Q2 2022.of Zs in the US89%agree“the speed of culture today is accelerating c
43、reative growth.”2Viral Hits+177%Internet People+38%Teen Beats+33%Big on the internet3+28%16CULTURE NEXT a subgenre of house music from the Gauteng region of South Africa.8Amapiano+73%Banda+48%a mash-up of contemporary pop and traditional folk from Indias Punjab region.8Punjabi pop+30%Phonk+29%Source
44、:1.“Regional Mexican Music Is Going Global,And Its Been A Long Time Coming,”Stereogum,May 2023.2.“Amapiano,Kwaito,Gqom,and House/Dance:Four South African Genres That Tell the Story of Freedom,”Spotify Newsroom,April 2022.3.“For Kenyan Artists,the Emerging Gengetone Genre Is a Way of Life,”Spotify Ne
45、wsroom,August 2021.4.“All You Need To Know About Phonk,the Dance Subgenre Thats Taking Off,”Billboard,November 2022.5.“Naples One-of-a-Kind Music Scene Is Having a Championship Year,”Spotify Newsroom,May 2023.6.“Wakhra Swag Tracing the Global Rise of Punjabi Pop,”Spotify Newsroom,April 2021.7.“Brazi
46、lian Funk is Making Waves Across International Waters,”34th Street,March 2023.8.Spotify First Party Data,Q1-Q2 2023 vs.Q1-Q2 2022.a regional Mexican style of music characterized by brass and percussion.8a genre of hip-hop from Moscows underground,inspired by 90s Memphis rap.8The viral nature of digi
47、tal platforms is also amplifying once-niche,hyper-local sounds and Spotifys vast network of curators and creators help ensure these echoes resonate deep and far.Northern Mexican genres Sierreo,Banda,and Corridos,for instance,have struck a global chord.1 From South Africa,Guatengs Amapiano,Johannesbu
48、rgs Kwaito,and Durbans Gqom have strutted into the worldwide spotlight.2 Meanwhile,Nairobis Gengetone evolved from a local beat to global anthem;3 Moscows homegrown hip-hop genre,Phonk,went(and has stayed)viral;4 Neapolitan music soared to over two billion streams on Spotify in the last year;5 sever
49、al of Indias traditional folk sounds including Punjab,Bhangra,and Telugu gained audiences across borders;6 and Brazilian funk beats have rippled out from Rio de Janeiro to international ears.717CULTURE NEXT As these local sounds reverberate around the globe,Zs are becoming increasingly borderless:th
50、is gen in the US is 42%more likely to feel that music is a gateway to other cultures than they did in 2021,1 while 85%say theyve used either music or podcasts as a way to learn about cultures and experiences that differ from their own.2 As Sullina Ong,Spotifys Global Head of Editorial,put it:“Spotif
51、y is making the world smaller and helping artists reach audiences they previously couldnt.”The localization of music has given a spotlight to local talent.There are thousands of artists that are getting exposure and traction that they didnt have before streaming.Antonio VzquezHead of U.S.Latin Edito
52、rial at SpotifySource:1.Spotify Culture Next survey,June 2023 vs.April 2021.2.Spotify Culture Next survey,June 2023.44%58%of Zs in the US predict that future cultural influences will be shaped more by emerging markets than global superpowers.2of Zs in the US say they like music thats not in their na
53、tive language a significant increase from 2021(when just 50%expressed the same).118CULTURE NEXT What it means for marketers:Gen Zs use Spotify to dive deeper into culture and learn more about themselves,creators,and the world around them.Spotify is their trusted source of discovery.In fact,39%of Zs
54、in the US say they trust ads more if they hear them on Spotify,rather than see them on social media.1Source:1.Spotify Culture Next survey,June 2023Here are tangible takeaways and tactics that can help your brand authentically connect with Gen Z:Time to take actionEquipped with these Gen Z insights a
55、nd actionable tactics,you can start reaching Zs in the moments that matter most to them.Reach out to your local Spotify Advertising team to get started.Soundtrack of CultureThat Sounds GoodFrom Spotifys algorithmic playlists that reflect personalized tastes to flagship playlists that mirror current
56、cultural obsessions,playlists are the social currency on Spotify.Sponsoring Discover Weekly,On Repeat,and Release Radar enables your brand to reach your audience while encouraging them to discover more.Audio is a core element of culture,and Gen Zs use Spotify to stream what they love.Create custom a
57、udio ads that acknowledge what matters most to listeners,whether its hyper-specific microgenres or mainstream melodies.Use a voiceover that matches the mood and moment,or enlist a musician to make your message sing.Next-gen listeners educate themselves on whats nextand they prefer familiar sources w
58、ith real world experience that they trust.Podcast hosts are the voices defining culture today,and their content allows for the deepest dives into the topics Zs care about.Show that your brand supports Zs exploration of culture through Host Reads across top shows like Call Her Daddy or Anything Goes
59、with Emma Chamberlain or Voice Talent Reads across the podcast subjects that matter most to your audience.Learn more about podcast ads.Gen Z loves what they love with pride.Encourage them to embrace their tastehowever popular or uniqueby creating a digital experience that analyzes their streaming da
60、ta and introduces them to more of what they love,including your brand.Pod EdDiscoverINSPIRATIONINSPIRATIONINSPIRATIONINSPIRATION19CULTURE NEXT MethodologyFor this issue of Culture Next,Spotify conducted a combination of qualitative,quantitative,and first-party data analysis that explored distinct se
61、gments of Gen Z(15-24)based on life stage,as well as their Millennial(25-40)counterparts.We partnered with youth culture agency Archrival to conduct 10 Zoom focus groups and 15 in-depth interviews,ultimately speaking with nearly four dozen respondents around the globe,in Australia,Brazil,Canada,Fran
62、ce,Germany,Italy,India,Indonesia,Japan,Mexico,New Zealand,Philippines,Singapore,Spain,United Kingdom,and the United States.We conducted additional in-depth interviews with advertising and audio industry thought leaders.We also fielded a global quantitative survey via Rep Data among 11,250 respondents in June of 2023(with approximately 750 respondents in each of the above markets).Findings were additionally grounded in Spotifys unique Streaming Intelligence and first-party data.