Most Indians trust audio to reduce stress
The millennials and Gen Zs are navigating a common challenge to rebuild culture from the ground up as the Covid-19 pandemic continued to upend our idea of normalcy, and the role of digital audio in their lives, finds Spotify’s culture and trends report
image for illustrative purpose
New Delhi: IN India, 87 per cent millennials and 77 per cent Gen Z agree that they use audio to reduce their stress levels, says a report. Additionally, 84 per cent of millennials see audio as a mental health resource, while 79 per cent of Zs believe audio to be healing, Spotify's annual global culture and trends report says.
The report explores how the millennials and Zs are navigating a common challenge to rebuild culture from the ground up as the Covid-19 pandemic continued to upend our idea of normalcy, and the role of digital audio in their lives. This is the second year that India featured in the report, alongside 17 other Spotify markets.
The survey was undertaken in 18 markets, among 9,000 millennial and Gen Z respondents (500 per market): United States, Canada, Mexico, Brazil, Spain, Italy, France, Germany, United Kingdom, India, Indonesia, Singapore, Philippines, Japan, Australia, the United Arab Emirates, Thailand and Malaysia.
Globally, three findings stand out. First, 70 per cent of millennials and 62 per cent of Zs believe that streaming platforms at large, including audio, have significantly shaped how they discover and connect with broader culture. Second, 55 per cent of millennials and 47 per cent of Gen Zs believe that they have become part of a global community because of music or podcasts. Third, a majority of them believe brands have the power to create communities based on common interest and passion.
In India, the report highlights how audio is a more "wholesome" type of content than visual content for both millennials and Zs. The key highlights from India are as follows. Audio is encouraging millennials and Zs to tune into themselves.
As the impact of digital content on our well-being becomes increasingly clear, millennials and Zs are journeying toward a more fulfilling and balanced media diet. Eighty-seven per cent of millennials and 77 per cent of Zs agree that they use audio to reduce their stress levels. Eighty-four per cent of millennials see audio as a mental health resource, while 79 per cent of Zs believe audio to be healing.
Nearly 80 per cent of millennials and 55 per cent Zs have become a part of a global community because of either music or podcasts. Podcasters are perceived as being authentic, accessible, and trustworthy
Forty-eight per cent of millennials and Gen Zs ranked their trust in podcasts higher than their average trust in traditional media sources, including national TV news, newspapers, and radio.
The average podcast listenership increased 271 per cent among millennials and over 300 per cent among Zs in Q1 2021 vs Q1 2020. Mental health witnessed the most impressive growth as a genre, with an increase of over 600 per cent among millennials and more than 900 per cent among Zs. Other popular genres: alternative health, spirituality, self-help.
Fifty-eight per cent of millennials and 76 per cent of Zs said they've sought content from more diverse creators and podcasts in the last year Nearly 80 per cent of millennials and nearly 70 per cent of Zs agreed that podcast hosts "sometimes feel like a friend".
Gen Z steals the spotlight for Spotify music streaming in India Eighty per cent of Zs feel "more centered and generally happier" when listening to their favourite music on a daily basis.
They streamed audio on Spotify through connected devices more often in Q1 2021 compared to Q1 2020, with the highest increase in in-car listening (more than 2,100 per cent), smart speakers (approx 360 per cent), TVs (nearly 180 per cent), as well as wearable devices, desktop computers, and gaming computers.
