In fact, 47% of Gen Zs said they’ve joined a digital community, such as a subreddit or Discord, for fans of a particular creator.Īnd Gen Zs aren’t just using these digital spaces to get the latest info on their favorite stars. And thanks to the emergence of platforms such as Discord, Twitch, and TikTok, Gen Z creators are hearing from fans as much as fans hear from creators. On Spotify and Anchor, for example, the recent addition of polls and Q&As allow listeners to instantly weigh in on topics discussed in new episodes. What was once a dynamic built around a one-way broadcast is now an interactive, two-way exchange. While this idea is unfolding in many ways, it’s especially relevant to the relationship between creators and their fans. But we realized that these play into a bigger, overarching idea: Gen Z is blurring the line between creation and consumption.
From there, we pulled together the five main takeaways (which you can find in our full report ). That’s why each year, Spotify releases our Culture Next report to show how Gen Zs are shaping audio streaming and culture at large-and to explain what that means for advertisers on Spotify.įor the 2022 Culture Next report, we interviewed dozens of Gen Zs around the world-and surveyed thousands more-to identify the most influential audio trends that the world should take notice of.
Whether they’re deciding the latest social media trend or the hottest new artist, these young tastemakers are the ones setting the agenda. It’s no secret that the influence of Gen Z is rapidly growing when it comes to culture, commerce, and everything in between.
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