Mumbai: Spotify has a deep, individualized, and discovery-based relationship with each of its nearly 300 million users. That connection makes Spotify the constant companion of hard-to-reach and influential audiences worldwide.
Culture Next Trends Report is the brand’s second annual global report of Gen Z insights and cross-generational views. These revolve around topics most impacting culture and trends, that also provide marketers with important takeaways. This year, India was also in focus, with insights uncovered about education, entrepreneurism, societal norms & expectations, parent-child means for connection, the importance of brand values, and more.
Spotify spoke with Indian respondents in January, discovering insights and shifts in perspective during the year. When major events or cultural moments happen in the world, they are reflected on Spotify – and that has been especially true in 2020. The report’s highlights from India, include:
Indian Gen Zs are reimagining their role in society – they’re rewriting the playbook and ready to take action on some of the most pressing issues and opportunities we face.
Many Zs in India are eager to start their own thing – 67% of them said they plan to be, or already are, their own boss (nearly 20% higher than the global average)
61% of Indian Zs considered an education plan other than a degree immediately following higher secondary school
Sound is therapeutic, and a force for community-building.
- 76% of Indian Zs and millennials, compared to 68% globally, said they use audio to cope with stress and anxiety
- 83% of Indian Zs and millennials said it’s easier to feel connected to a community today thanks to digital platforms
- When asked about the elements that fuel their self-discovery, 65% cited music and 60% cited podcasts
- Audio was consistently identified as a powerful force for community-building: 84% said music streaming services offer a gateway to other cultures
Technology has been taking kids “light-years” ahead.
- 87% of Indian parents said technology has fuelled their family’s discovery “exponentially,” and 86% said today’s kids, as a result, are “light years” ahead of where they were at their age
- Notably, 86% of Indian parents who listen to podcasts told us the medium has become a very helpful educational tool (and this was pre-pandemic!)
- 84% of Indian parents said being connected is fundamental to thriving today
- 75% of Indian parents told us they own a smart speaker, 30% higher than the global average. And, 92% are open to buying one within the next year, compared to the global average of 80%
Gen Zs and millennials want to see brands with a purpose and genuine value for society.
- 93% Indian Zs and millennials believe brands need to bring genuine value to our society, and not just sell products
- When we asked Indian Zs and millennials what they want to see out of brands, 97% chose “purpose” over “politics”
- Young people are proud of their unique, multidimensional identities, and brands can be a part of that – 77% of Indian Zs and millennials said brands have the power to create communities based on common interests and passions
- 93% of Zs and millennials in India said they love understanding how ideas are born, and that doing so makes them feel a part of the creative process – brands can resonate with this audience by supporting and speaking to this creator mindset
Brands have the opportunity to shape their voice through sound.
- 74% said sound is at the forefront of humanising technology
- 78% of Indian Zs and millennials say voice technology makes us more sentimental toward our devices
- 74% of Indian Zs and millennials said they like to choose the gender, accent, or style of voice used by their devices
Gen Z listening trends on Spotify in India this year.
- 45% of Indian millennials and Zs listen to at least 5 genres regularly – which is very similar to the global average
- This year, the top 5 podcasts among Gen Z listeners in India are TED Talks Daily, The Ranveer Show, On Purpose with Jay Shetty, Harry Potter at Home: Readings, and Maha Bharat with Dhruv Rathee
- On the music front, Indian Gen Z’s top playlists are Top Hits Hindi, Today’s Top Hits, Bollywood Mush,Punjabi 101, and New Music Hindi
- Additionally, top tracks include “Shayad” by Arijit Singh and Pritam, Trevor Daniel’s “Falling”, “Blinding Lights” by The Weeknd, “Makhna” by Asees Kaur, Tanishk Bagchi, and Yasser Desai, and “Illegal Weapon 2.0” by Garry Sandhu and Jasmine Sandals