‘Blendships’ and the return of mainstream music: Spotify Culture Next report unveils Gen Z behaviours

October 9, 2024 8:00

Music is ripe with opportunities for brands looking to engage with Generation Z, with new research from Spotify’s Culture Next report highlighting just where the audience is.

Now in its sixth year, the annual report gives advertisers a look into the minds of Gen Z, aiming to help them better connect when it matters most.

Hoping to offer a more intimate understanding of the generation, Spotify broke this year’s results down into three main trends: ‘blendships’, ‘playlist diaries’, and ‘mainstreaming’.

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Lauren McNamara

Lauren McNamara is a freelance journalist. She previously spent three years at Mumbrella, most recently as the associate editor. She left her staff role in August 2025.