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Most Indian millennials, Gen Z consume audio to reduce stress: Report

Most Indian millennials, Gen Z consume audio to reduce stress: Report

In India, the report by Spotify highlights how audio is a more “wholesome” type of content than visual content for both millennials and Zs

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

  • As the impact of digital content on our well-being becomes increasingly clear, millennials and Zs are journeying toward a more fulfilling and balanced media diet
  • 87 percent of millennials and 77 percent of Zs agree that they use audio to reduce their stress levels
  • 84 percent of millennials see audio as a mental health resource, while 79 percent of Zs believe audio to be healing
  • Nearly 80 percent of millennials and 55 percent Zs have become a part of a global community because of either music or podcasts

 

 

Podcasters are perceived as being authentic, accessible, and trustworthy

 

  • 48 percent of millennials and Gen Zs ranked their trust in podcasts higher than their average trust in traditional media sources, including national TV news, newspapers, and radio
  • The average podcast listenership increased 271 percent among millennials and over 300 percent among Zs in Q1 2021 vs. Q1 2020. Mental health witnessed the most impressive growth as a genre, with an increase of over 600 percent among millennials and more than 900 percent among Zs. Other popular genres: alternative health, spirituality, self-help
  • 58 percent of millennials and 76 percent of Zs said they’ve sought content from more diverse creators and podcasts in the last year
  • Approx 80 percent of millennials and nearly 70 percent of Zs agreed that podcast hosts “sometimes feel like a friend”

 

 

Gen Z steals the spotlight for Spotify music streaming in India

 

  • 80 percent of Zs feel "more centered and generally happier" when listening to their favourite music on a daily basis
  • They streamed audio on Spotify through connected devices more often in Q1 2021 compared to Q1 2020, with the highest increase in in-car listening (more than 2100 percent), smart speakers (approx 360 percent), TVs (nearly 180 percent), as well as wearable devices, desktop computers, and gaming co
  • Among the Zs, Spotify's hyperpop playlist grew by 175 percent from Q1 2020 to Q1 2021
  • 43 percent of Z Spotify users said they’ve heard a song on social media and then searched for it on the audio streaming platform
  • Millennials — with more years behind them — have especially leaned on nostalgic playlists for relief during the pandemic. In India, they streamed ‘80s Hits 195 percent more and ‘70s Love Songs 44 percent more between March 2021 and the year prior
  • Finally, 84 percent of millennials and 68 percent of Zs believe music is a gateway to other cultures

 

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”.

 

(This article is website exclusive and cannot be reproduced without the permission of IANSlife)

Puja Gupta can be contacted at puja.g@ians.in

IANS Life