Rethinking millennial segmentation with music streaming data

Anna Hamill

Marketers need to think about data in a new way, particularly when it comes to engaging with millennial consumers.

"Millennials are so important to our business," said Jeff Rossi, Global Director of Business Marketing at Spotify. "We run both an ads business and a subscription business. So, we're always trying to find out how we can best engage with this audience."

As music streaming services make their mark in the entertainment industry, consumer data on listening habits could offer brands the key to deeper insights on mood, motivation and buying intention.

And yes, millennials are different to other demographics – but not in the ways many marketers expect. Rossi warned against "looking at millennials as one cluster, with one magic key that unlocks everything."

Though there are commonalities in terms of consumption habits, their interests are very diverse.