Gen Z’s relationship with music is becoming more nuanced than the industry often assumes. While younger listeners are frequently associated with short attention spans, viral trends and algorithm-driven discovery, Spotify’s latest Culture Next report suggests many are also building deeper connections with favourite artists, creators and communities.
The annual report examines how Gen Z audiences engage with music, podcasts and digital culture on Spotify, identifying several behavioural shifts that could have implications for artists, labels and marketers seeking to reach younger audiences.
Discovery and loyalty are no longer opposites
One of the report’s central findings is that Gen Z listeners are balancing exploration with loyalty. Younger users continue to discover new artists at a faster rate than older generations, but they are also dedicating a larger share of listening time to their favourite acts. Spotify’s data suggests that the youngest listeners are both the most adventurous and the most devoted when it comes to music consumption.
For artists, that points to an audience that may arrive through viral moments but often stays for a deeper relationship built through consistent releases, community and cultural relevance.
Fandom remains a powerful driver
The report argues that fandom continues to play a central role in how Gen Z engages with culture. Rather than passively consuming content, listeners are actively following artists, creators and niche communities that reflect their interests and identities. Spotify suggests these fan relationships increasingly extend beyond music into podcasts, social content, live experiences and broader cultural participation.
The finding reinforces a trend already visible across the music business: successful artists are often building ecosystems around their music rather than relying solely on streaming performance.
Video podcasts continue to grow
Spotify reported a 90% year-on-year increase in video podcast streams among Gen Z globally, highlighting the growing convergence between audio and video formats. The report found that podcast preferences vary by life stage, with younger listeners gravitating towards creator-led and social-first content, while older Gen Z audiences increasingly engage with educational, self-improvement and long-form discussion formats.
The growth underscores how platforms traditionally associated with music are becoming broader entertainment destinations.
True crime and horror remain popular
Another trend identified in the report is Gen Z’s growing engagement with horror and true-crime content. Spotify found that true-crime podcast streams among Gen Z rose 13% year-on-year, with different age groups engaging with the genre in different ways.
According to the report, these genres increasingly serve as a way for younger audiences to explore themes around uncertainty, risk and real-world events through storytelling and discussion.
Brazilian Funk emerges as a global genre movement
Among music-specific findings, Spotify highlighted Brazilian Funk as the fastest-growing genre among Gen Z globally. What began as a local movement in Rio de Janeiro has evolved into an international streaming phenomenon, aided by playlist culture, short-form video and the emergence of Brazilian Phonk, a hybrid style blending Brazilian Funk with elements of Memphis rap and bass-heavy electronic production.
The report presents the genre’s rise as an example of how streaming platforms can accelerate the global spread of local sounds, allowing regional music cultures to reach audiences far beyond their place of origin.
What it means for the music business
For the wider music industry, the report suggests that audience growth is increasingly driven by a combination of discovery and community. Viral exposure may still introduce listeners to new music, but long-term engagement appears to depend on fandom, repeat listening and participation in broader cultural conversations.
As streaming platforms become spaces where music, podcasts, video and creator content increasingly overlap, artists and rights holders may need to think beyond individual releases and focus on building sustained audience relationships across multiple formats.
Click here to view the full report.
