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The Future. While Spotify Wrapped gave users insights into how they listen, the company also gave advertisers insights into how people overall listen. Just because Spotify Wrapped has… well… wrapped up, doesn’t mean that these trends are over. So, expect an end-of-the-year ad push to jump on movements like emotion-based listening, the popularity of comedy content, and everyone’s prioritization of wellness.
Trend beat
Spotify has found that…
Music
- People listened through their emotions — Gen Zers are 1,338% more likely to stream “heartbreak” playlists, while millennials are 357% more likely to listen to music that projected positivity.
- Gen Z discovered older music — young listeners were 145% more likely to listen to people who haven’t released new music in over 18 months (okay, not that old).
- Latin music and Afrobeats were the two fastest-growing genres on the platform, especially with Gen Zers and millennials.
Podcasts
- Comedy was the most popular genre — 26% of total podcast streaming hours.
- Video podcasts are on the rise, increasing 48% over the past year.
- Podcast ads are the fastest-growing ad product on the platform, growing 40% this year.
And across music and podcasts, “wellness” content — meditation, mindfulness, relaxation, etc. — grew a whopping 492% over the past year.
Conclusion: people are turning to Spotify to de-stress.
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