Spotify released its second annual Culture Next Trends Report Wednesday, with the aim of providing marketers with key takeaways on Generation Z insights and cross-generational views on key topics.
The streaming service teamed up with research agencies B3 Intelligence, Culture Co-op and Lucid to analyze Gen Z and millennials in the fall and winter of 2019 running into 2020, as well as July and August 2020.
Spotify streaming intelligence data was used to mine first-party data and insights from listeners’ streaming behavior, across moments and devices.
The work was conducted in 11 markets: Australia, Brazil, Canada, Germany, India, Indonesia, Italy, Mexico, Spain, the U.K.
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