What Spotify Knows About The Streaming Gen

Millennial research, Millennial insight, Millennial marketing, Gen Z research, Gen Z marketing, Gen Z insight, youth research, youth marketing

Millennials have changed the music industry irrevocably, and their streaming behavior has created new ways for brands to reach them. Ypulse’s research with Spotify dug into the role it plays in their lives, and what that means for marketers…

Music rules Millennials’ worlds. Three in five of young consumers tell Ypulse that they listen to music in their free time, more than those who say they watch TV, movies, or use social media. But because their phones are being used as a main music source, with 71% listening to music on their phones daily, their music library is always with them, making music not just a pastime, but an important ongoing part of their daily lives. Gone are the days of appointment listening, and music access in limited time frames. This has created a new landscape that marketers need to understand to reach young consumers through one of their biggest passions. Streaming is the way they consume music today—and Spotify is their top streaming source.

In 2017, Spotify commissioned Ypulse to survey 7,000 and qualitatively interview 600 Millennials across the United States, the United Kingdom, and Australia. Our research with Spotify uncovered the importance of streaming for this generation, who rely on streaming services more than any other group because of the role that music plays in their lives: it is a 24/7 soundtrack. Millennials are listening to music all the time, using it to enhance their days and soundtrack their lives. And because they are the Genreless Generation—less tied to one particular genre and more open to discovering new artists and songs—brands can no longer target these young consumers by categorizing them into niche interest groups. Instead, it’s the moments that they are listening to music, and the mood that accompanies those moments, that offer the biggest opportunities to reach them. From workdays to cleaning sessions to partying with friends, Millennials are turning to different kinds of tracks and music experiences to complement their activities. Ypulse’s research with Spotify identified the role music is playing for these young consumers, what those moments look like, and how marketers can best utilize these times to connect with Millennials. The infographic below showcases some of what we found, which can be explored further here on SpotifyforBrands.com.

Millennial research, Millennial insight, Millennial marketing, Gen Z research, Gen Z marketing, Gen Z insight, youth research, youth marketing

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The Newsfeed

Quote of the Day:  Millennials have grown up in a world where consuming wine outdoors—or any location outside of the traditional table—is more acceptable than generations past.”—Kate McManus, VP of Marketing, Delicato Family Wines (Wine Spectator)

Young consumers are “killing the shopping spree.” Whether they’re signing up for the growing number of clothing subscription services (Rent the Runway, Le Tote, Urban Outfitters, etc.), shopping second-hand, or just culling their closets—young shoppers are quitting fast fashion in droves. Some are inspired by Marie Kondo’s joy-sparking brand of minimalism, while others want to help the environment—and still others are just seeking a wide range of things to wear at a lower price. (Vice)

Airbnb is launching “adventures” for experience-seeking young travelers. The site that started with accommodations and moved into one-off “experiences” (like dinner parties) now offers multi-day excursions, complete with guides, gear, meals, and accommodations. The platform already features over 200 trips in 40 countries, including a tiger-tracking expedition in Kenya and a trek through the canyons of Oman. (Fast Company)

Tyson Foods is taking on the fake meat market with plant-based nuggets. The pea protein nuggets are the first in a line of “Raised & Rooted” products from Tyson Foods. The brand's CEO explains they’re catering to the “growing number of people open to flexible diets that include both meat and plant-based protein”—aka young flexitarians, not full-time vegans. But can a company known for its meat sell the idea that “this [trend] is about ‘and’—not ‘or’”? (The Verge)

Snapchatters can shop Levi’s new Pride Month jacket via selfie filter. The Shoppable feature is first enabled by scanning a QR code found at select stores or by getting a special Snapcode from a friend. Then, users can try on the special-edition trucker jacket via augmented reality, customizing it with one of two washes and a selection of six pins and patches. Once they complete the look, users can purchase the Pride Month Jacket—without ever leaving the app. (SJ)

Amazon’s new Echo Dot Kids Edition revamps the original. The new smart speakertakes many cues from the adult version’s second generation (it’s louder and rounder) but adds special features just for kids that go beyond a rainbow-striped color scheme. The device will come with a year of FreeTime Unlimited, a subscription service that includes popular Alexa skills like Pinkfong’s Baby Shark Adventures, as well as an enhanced parental control suite to address growing privacy concerns. (VarietyCNET)

Quote of the Day: “Young people still have an incredible interest in the Olympic Games…But the way they are consuming the Olympic Games—the type of content they are watching and the ways and the platforms on which they are watching—are fundamentally changing.”—Kit McConnell, Sports Director, International Olympic Committee (Bloomberg)

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