MUMBAI: Spotify’s sixth annual Culture Next Report reveals how Gen Z in India is using music and podcasts to forge meaningful connections, soundtrack life’s pivotal moments, and shape mainstream culture. The report highlights the generation’s unique relationship with audio as they navigate both digital and real-world experiences.
Breaking the isolation: Music as a social catalyst
In an era where digital platforms often contribute to feelings of disconnection, Indian Gen Z is turning to music as a bridge to authentic relationships:
● 82% of Indian Gen Z consider Spotify the ultimate antidote to doom-scrolling, using the platform to initiate meaningful conversations through shared music and podcasts
● 89% agree that sharing similar music tastes with potential partners creates deeper connections
● 89% of Indian Gen Z believe that playlists are essential for successful social gatherings, from house parties to dinner plans
What does this mean for brands:
Brands can tap into Gen Z’s desire for authentic connection by creating shared music experiences and leveraging cross-platform presence.
Soundtracking life’s “firsts”
Gen Z is using Spotify to create the soundtrack for their formative experiences:
● They streamed 86 million minutes of playlists with “first” in the title (first kiss, first date, first breakup) in the past year
● 89% of Indian Gen Z say their current music will always have a cherished place in their hearts
● 92% of Indian Gen Z report feeling fully present in the moment while listening to music and podcasts
● 87% feel like the “main character” while listening to music during everyday activities
The ‘romanticising your life’ trend has led to Gen Z creating highly specific playlists for different moods and moments, from ‘Sad Crying Mix’ to ‘Feel Good Happy Mix’.
What does this mean for brands:
Frame campaigns around shared experiences and emotional connections. Align brand messaging with key life moments and daily rituals, and tap into GenZ’s desires to romanticise life.
Embracing mainstream culture with a local twist
Indian Gen Z’s music preferences reflect a blend of global and local influences:
● Hot Hits Hindi and Bollywood Dance Music rank as the #1 and #2 most popular playlists among Indian Gen Z, garnering 2.4 million and 900K saves respectively
● Religion and Spirituality podcast content shows significant growth
What it means for brands:
Opportunity to balance mainstream appeal with local cultural relevance.
Live experiences matter
Despite their digital native status, Indian Gen Z values in-person connections:
● 49% of Indian Gen Z say they’re more likely to purchase from brands that sponsor live music events or concerts
● Nearly half have attended in-person listening parties for new album or song releases
What it means for brands:
Brands need to tap on to live music experiences to build lasting connections.
