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48% of Gen Z rely on music or podcasts to escape screens

Speaking at DMEXCO, Marco Bertozzi, VP, EMEA sales and multi-market global sales at Spotify, noted that brands are in a “new golden age of audio” which is driven by streaming. He suggested it was time to look beyond visual content and move to “audio influencers.”

According to eMarketer’s report, Gen Z listen to Spotify for one hour and 20 minutes every day. Bertozzi adds that Gen Z are typically interested in discovering new content and feeling like they’ve curated their own experience. Brands and advertisers can use this as an opportunity and delve into podcasting.

Spotify’s research states that Gen Z openly express their feelings and 63% turn to music as a part of that process. 48% of them listen to music or podcasts to escape screens.

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