Doom-Scrolling No More: 82% of Indian Gen Z Turns To Spotify For Connection

Spotify’s sixth annual Culture Next Report explores how Gen Z in India uses music and podcasts to build connections, reflect on important life moments, and influence mainstream culture. The report reveals that Gen Z sees music as a social tool, with 82% using Spotify to break digital isolation and engage in meaningful discussions. This generation values music that complements life’s "firsts" and seeks out playlists that reflect their mood, from "first date" songs to mood-boosting mixes.

For brands, the report underscores opportunities to connect authentically with Gen Z by creating shared audio experiences that align with this generation’s desires to "romanticize" daily moments. Brands can engage Indian Gen Z by blending global trends with local musical influences, as seen in Spotify’s most popular Indian playlists like Hot Hits Hindi and Bollywood Dance Music. Additionally, supporting live music events resonates deeply with Gen Z, with nearly half more likely to support brands linked to live concerts.

The report emphasizes Gen Z’s ability to balance digital and in-person connections through audio, reflecting a unique blend of cultural adaptability and a keen sense for meaningful connections.