Streaming giant Spotify’s latest Culture Next report offers an enlightening look at how Gen Z engages with music, podcasts, social life, and culture. Through extensive research, Spotify uncovers insights into what drives these digital natives, revealing that music and podcasts are the emotional and social currency of a generation hungry for authenticity, connection, and self-expression. I did.
romance soundtrack
For this generation of young people born between 1997 and 2009, music is the center of love. In fact, 80% of Gen Z respondents say they prioritize musical compatibility with a potential partner over physical appearance. This generation often shares songs to express their emotions and get to know each other on a deeper level. Niche dating apps catering to specific music tastes have also emerged, demonstrating a desire for compatibility beyond the superficial level. Rather than gauging their interests based on their favorite movies or books, this generation is forming bonds around shared albums and playlists. For example, one young Indian respondent explained that she uses shared listening sessions during her commute to feel closer to her partner despite physical distance.
According to Spotify data, this generation has an endless appetite for self-curated playlists, driven by niche themes like “Falling in Love with the One You’ll Never Have” and “Getting Out.” Masu. In fact, 72% of all “POV” playlists were created by Gen Zers who enjoy personalizing and romanticizing their experiences. The most popular playlists include themes such as “Rainy Day” and “First Kiss,” demonstrating how this generation uses music to capture and enhance everyday moments. Masu.
A generation that sticks to things for the first time
Spotify’s report reveals that Gen Z treats music as a repository for life’s “firsts” memories, from first dates to graduation. They streamed 86 million minutes of playlists titled “first” moments, symbolizing how music transforms these milestones into deeply cherished experiences. This emotional attachment is consistent with what psychologists call the “reminiscence bump,” where memories tied to formative events become lifelong favorites. Indian respondents overwhelmingly agreed, with 89% saying that listening to a song during important moments provides an “unforgettable soundtrack.”
Music and podcasts on social media
Gen Z values music as an avenue to connection. Rather than using music purely for personal enjoyment, they leverage music as a medium for building connections. Gen Z prefers shared playlists, accounting for 60% of all Blend playlists created and shared in the past two years.
By creating shared playlists, using collaborative playlist options, and joining Spotify’s Blend with Celebs feature with artists like Charli We’re building a community. Their sharing habits emphasize this. 67% of all profile shares on Spotify come from Zoomers, amounting to 32 million profile shares. Younger generations’ tendency to listen in groups shows that even though they live their lives online, they still deeply value real-world connections.
In their quest for connectivity, this generation has even redefined what it means to “stream together.” Friends now gather in low-key gatherings where the playlist sets the tone. According to the report, 89% of India’s Gen Z listeners believe that a good playlist is essential for a successful gathering, whether it’s a house party or just a get-together. They stream frequently through connected devices, turning music into a unifying thread of social activity.
Spectrum of “from sad to happy”
Gen Z is an emotionally transparent generation, and Spotify has noted a unique trend called the “Sad to Glad Pipeline,” where people create and stream playlists that range from sad to happy themes. This generation is deeply introspective and chooses to fully feel tough emotions rather than avoid them. Our most streamed playlists reflect this, with titles like “Sad Crying Mix” and “Feel Good Happy Mix.”
They are more likely than other generations to listen to music at night and consider it a time for deep thought. Spotify found that certain keywords such as “after hours” and “nocturnal” were over-indexing playlists. But “pipeline” doesn’t just mean sadness. It’s about exploring the entire emotional spectrum. Music is a tool to understand yourself better, whether you’re dancing in happiness or wallowing in depression.
Gen Z treats music as a repository for their first memories (Freepik)
Gen Z is attracted to mainstream genres, with 74% describing their generation as “mainstream” rather than “fringe.” In India, Hot Hits Hindi and Bollywood dance music ranks on top playlists and is leading the way in global pop culture. Rather than remaining in a niche subculture, they embrace the power of collective experience. According to Spotify data, the genres they listen to range from EDM to country to world pop.
hero syndrome
One of the most characteristic tendencies is what can be called “protagonist energy.” For Gen Z, everyday life is like a movie, and music is their personal soundtrack. Listening to music or podcasts during these moments of everyday life, such as walking around campus, doing chores, or just thinking, makes 87% of young Indian listeners feel like characters in a movie. I answered that it makes me feel good.
For a generation that grew up curating their lives for social media, this sense of being a “protagonist” is about romanticizing one’s experiences. Almost 72% of all Perspective playlists are created by Gen Z and include specific themes like “Walking in the Rain” and “Thinking about Someone You’ll Never Know.” In effect, they use music to transform ordinary moments into something richer and more meaningful.
