Gen Z hearts Spotify
Spotify has overtaken YouTube as the leading music app for the UK’s 16-19 year olds, with 53% of that demographic using the pure music streamer weekly, compared to 47% for YouTube. What about Apple Music and Amazon Music Prime? Neither come close at just 12% usage, according to the Generation Z: Meet the Young Millennials report from BPI/ERA by MiDiA Research.
This shift to Spotify underlines findings highlighted in previous MiDiA research which shows that younger consumers (16-19 years: 67%) are more prepared to pay for music than other age groups (56%).
And streaming is transforming Gen Z’s relationship with music as close to three-quarters of all 16-19 year-olds say they listen primarily to singled and playlists rather than to albums. Plus 71% listen to music radio on an at-least-monthly basis, just three percentage points above the all-ages average.
“Spotify has become an aspirational brand for Gen Z,” says MiDiA’s Mark Mulligan. “It has, for teens, become a byword for streaming in the same way the iPod became synonymous with the MP3s and Netflix has with streaming video. Spotify is not exactly an old brand but neither has it been a youth brand. … Now a new generation of youth, many of which were only just starting school when Spotify first launched, have seized the brand as their own.”
The research also showed that messaging apps such as Snapchat and Instagram are becoming increasingly important for Generation Z and are replacing social networks. They enable users to act on an impulse to ‘live in the moment’ and ‘narrate their lives’, the report says. Plus they help build engagement around music and artist profiles.