49% of Indian GenZ say they are more likely to purchase from brands that sponsor live music events or concerts, Spotify’s sixth annual Culture Next Report. It has revealed how the generation is using music and podcasts to forge meaningful connections, soundtrack life’s pivotal moments, and shape mainstream culture.
The report also highlights the Indian GenZ’s unique relationship with audio as they navigate both digital and real-world experiences.
In an era where digital platforms often contribute to feelings of disconnection, Indian GenZ is turning to music as a bridge to authentic relationships:
- 82% of Indian GenZ consider Spotify the ultimate antidote to doom-scrolling, using the platform to initiate meaningful conversations through shared music and podcasts
- 89% agree that sharing similar music tastes with potential partners creates deeper connections
- 89% of Indian GenZ believe that playlists are essential for successful social gatherings, from house parties to dinner plans
This means that brands can tap into GenZ’s desire for authentic connection by creating shared music experiences and leveraging cross-platform presence.
GenZ is using Spotify to create the soundtrack for their formative experiences:
- They streamed 86 million minutes of playlists with “first” in the title (first kiss, first date, first breakup) in the past year
- 89% of Indian GenZ say their current music will always have a cherished place in their hearts
- 92% of Indian GenZ report feeling fully present in the moment while listening to music and podcasts
- 87% feel like the “main character” while listening to music during everyday activities
The “romanticising your life” trend has led to GenZ creating highly specific playlists for different moods and moments, from “Sad Crying Mix” to “Feel Good Happy Mix”.
The brands can frame campaigns around shared experiences and emotional connections. Align brand messaging with key life moments and daily rituals, and tap into GenZ’s desires to romanticise life.
Embracing mainstream culture with a local twist Indian GenZ’s music preferences reflect a blend of global and local influences:
- Hot Hits Hindi and Bollywood Dance Music rank as the #1 and #2 most popular playlists among Indian GenZ, garnering 2.4 million and 900 thousand saves respectively
- Religion and spirituality podcast content shows significant growth
The brands have the opportunity to balance mainstream appeal with local cultural relevance.
Next, despite their digital native status, Indian GenZ values in-person connections:
- As discussed above, 49% of Indian GenZ say they are more inclined to buy from brands that sponsor live music events or concerts
- Nearly half have attended in-person listening parties for new album or song releases
The brands can tap on to live music experiences to build lasting connections.
The report has underscored how GenZ in India is using Spotify to create meaningful connections, preserve memories, and participate in cultural moments while maintaining a unique balance between global trends and local preferences.
Click here to access the full report.
