Spotify study shows Generation Z defines identity through interests

A Spotify study titled ‘Culture Next’ reveals that Generation Z is increasingly defining their identity through specific interests, such as fandoms, gaming, podcasts, and physical activity, rather than traditional milestones like financial stability or employment. The research, which analyzed millions of songs and podcast episodes, indicates that Generation Z accounts for 44% of Spotify’s 777 million global users.

The study highlights a significant shift toward video content within the podcasting space, noting a 75% increase in video participation among younger listeners between January 2025 and June 2026. This trend has prompted Spotify to invest in video creator monetization and publishing tools to compete with platforms like YouTube. According to Priscilla Barsotti, Spotify’s sales director, younger audiences no longer distinguish between audio and video formats, prioritizing the relationship with creators and specific subject matter.