Music streaming services are more popular than ever, and, naturally, no group is leading the charge more than millennials. One of the most popular of those services is Spotify, which provided Adweek with exclusive data to get a better look at this demo. "As the largest global streaming service, we have a deep understanding of millennials from our data on streaming habits," said Spotify business marketing global director Jeff Rossi. "For marketers looking to reach this highly sought-after group, we understand that millennials are listening more frequently and streaming in more places than nonmillennials, including most often on mobile and desktop as they move from home to school to work. We also see that millennials' streaming habits are not as impacted by traditional peak consumption periods like prime time or drive time. They are connected all day from the moment they wake up."