July 14, 2021 (IANSlife) In India, 87 percent millennials and 77 Gen Z agree that they use audio to reduce their stress levels, says a report.
Additionally, 84 percent of millennials see audio as a mental health resource, while 79 percent of Zs believe audio to be healing, Spotify’s annual global culture and trends report says.
The report explores how the millennials and Zs are navigating a common challenge to rebuild culture from the ground up as the COVID-19 pandemic continued to upend our idea of normalcy, and the role of digital audio in their lives. This is the second year that India featured in the report, alongside 17 other Spotify markets.
The survey was undertaken in 18 markets, among 9000 millennial and Gen Z respondents (500 per market): United States, Canada, Mexico, Brazil, Spain, Italy, France, Germany, United Kingdom, India, Indonesia, Singapore, Philippines, Japan, Australia, the United Arab Emirates, Thailand and Malaysia.
Globally, three findings stand out. First, 70 percent of millennials and 62 percent of Zs believe that streaming platforms at-large, including audio, have significantly shaped how they discover and connect with broader culture. Second, 55 percent of millennials and 47 percent of Gen Zs believe that they have become part of a global community because of music or podcasts. Third, a majority of them believe brands have the power to create communities based on common interest and passion.
In India, the report highlights how audio is a more “wholesome” type of content than visual content for both millennials and Zs. The key highlights from India are shared below:
Audio is encouraging millennials and Zs to tune into themselves
Podcasters are perceived as being authentic, accessible, and trustworthy
Gen Z steals the spotlight for Spotify music streaming in India
According to Arjun Kolady, Head of Sales - India, Spotify: “For both generations, audio is the most immersive form of media and there’s a great opportunity for brands to create communities and campaigns based on common interests and passion of their target audience on our platform. The Z listeners on Spotify in India expect brands to represent and empower them through their campaigns, talent partnerships, and active role in social justice movements. Meanwhile, 68 percent of the millennials said they like audio advertising because it lets them use their imagination to picture everything in their head. These are just a few of the insights that give brands context to think about how they can work with us”.
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Puja Gupta can be contacted at puja.g@ians.in