New Delhi: Spotify’s sixth annual Culture Next Report reveals that 49% of Indian Gen Z are more likely to buy from brands sponsoring live music events, emphasizing their desire for genuine, face-to-face interactions. This generation turns to music and podcasts on platforms like Spotify to create meaningful connections, escape “doom-scrolling,” and soundtrack pivotal moments.
Music holds a deep emotional value, with 89% of Gen Z saying current music will always have a cherished place in their hearts. They use playlists for social gatherings, romanticizing life with specific soundtracks like “Sad Crying Mix” or “Feel Good Happy Mix.”
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Indian Gen Z’s musical preferences are a mix of global trends and local favorites, with Bollywood and Hindi playlists ranking highest. For brands, blending live experiences with culturally relevant audio content is key to connecting with this audience authentically.
