Three in four Gen Zs in ANZ feel more connected to brands that create playlists for specific moods and moments, the sixth annual Culture Next report from Spotify reveals.

The report, which spotlights Gen Z's preferences and habits, also found 45% of Gen Zs in AUNZ are more likely to purchase from a brand if it sponsors live music events or concerts.

Music is one of the fastest-growing podcast categories among Gen Z in ANZ, with a 53% YoY increase. Other podcast categories seeing growth among Gen Z in AUNZ include Leisure (+52%), Science (+40%), and Religion and Spirituality (+25%).

“Gen Zs are looking for connection and support as they navigate new life experiences, and because Spotify continues to be the home for Gen Z, it’s ripe with opportunities for brands looking to engage with this generation," Adrian Bingham, a representative from Spotify, stated.

In addition, 68% of Gen Zers trust Spotify with their personal data more than other apps.

Among other notable findings from the report are that 74% of Gen Zs have attended a live concert or music show in the last year. Even with this preference for IRL however, online viewing is going up: In the first five months of 2024, they watched 2.9 billion minutes of video podcasts, a 58% lift year-on-year. In addition, Gen Z are 237% more likely to stream on a game console versus Millennials.

The report also found 74% of Gen Z describe their generation as 'mainstream' rather than fringe - a point counteracted by the additional finding that 84% agree niche and underground cultures are increasingly going mainstream.

"Spotify transforms once-lost spaces, like doing chores or commuting to work, into moments for profound introspection or learning. Not only that, it is the #1 home screened app, and is considered the top “must-have” for the average consumer according to recent Hub Entertainment Research," continued Bingham. "For advertisers, this presents unique opportunities to reach highly-engaged audiences in these otherwise unreachable ‘in-between’ moments of life.”