At a glance

Spotify’s research into its Gen Z listeners identified three particular groups which it defined as: Band of Others; All the Feels; Surround Sound.

Why it matters

Gen Z spends a lot of time with streaming audio – anywhere between 80 minutes and 150 minutes a day – making it an important channel for marketers to consider.

The segmentation gives brands opportunities to connect with “micro-communities” across the world, to tap into the emotions of listeners and to reach those people who are turning to audio to escape the ubiquity of screens.


  • The Gen Z audience is serious, they care about the world and expect the same from brands.
  • Gen Z is confident and self-aware, they form communities around the things they love.
  • They are empathetic and can form lasting relationships with the right brands.