Spotify (and Netflix) Is Unpopular With Gen Z

[RAMROD 109,281]

Executives at Spotify are worried that the youngest generation of listeners isn’t using its product enough. Don’t take it from me. Take it from co-founder and Chief Executive Officer Daniel Ek.

“We could be doing better in that group,” he told me in November, right after he cited a quote from Intel’s legendary CEO Andy Grove – “only the paranoid survive.”

Spotify is the most popular paid audio service in the world, and continues to add tens of millions of customers a year. But several executives at the company have expressed concern in the past few months about Generation Z, people born between the late 1990s and the early 2010s.

The average person in Gen Z listens to fewer podcasts than millennials, Gen Xers or baby boomers. Some of this may be a function of their youth. People listen to podcasts on their way to work, and in transit. Young people don’t work, and often travel with their parents. Young people also listen to the radio less often than older people.

But this isn’t just a music problem. The one app beloved by Gen Z is TikTok. Spotify has long seen TikTok as a friend and a funnel. People hear a song on TikTok and then go to Spotify to listen to the whole thing. But TikTok is now more of a foe in a lot of emerging markets, places where Spotify needs to grow to keep Wall Street happy. TikTok has introduced its own music service Resso in Brazil, Indonesia and India, and it’s starting to get a following.

When Spotify reported disappointing user growth in the second quarter, it blamed the pandemic, which has made growth choppy and forecasting hard. It cited problems with sign up via a third party provider. (It was Facebook.) But Resso was also a factor.

Spotify isn’t alone here. Facebook has Gen Z problem. Instagram has a Gen Z problem. Netflix might even have a Gen Z problem. Everyone but TikTok finds the younger demo elusive.

https://www.bloomberg.com/news/newsletters/2021-12-19/spotify-has-a-gen-z-problem-here-s-how-it-s-learning-from-tiktok

[Economy 49,550]

Well netflix im not surprised about

 

I dont know how anyone under 20 is gonna whatch and follow any tv. Their attention spans literally cant 

 

Ive whatched shows with younger ppl and they always asking "how did that happen" and im like they already answered it

[Hyperobject 66,771]

Tiktok is that b**ch

the real MPG 💅🏻

not sure about Spotify, but Instagram is terrible lol. like, their algorithms are so bad and unfair there is no surprise a lot of people leave Instagram and go to Tiktok instead. 

[Tony 188]

19 minutes ago, RAMROD said:

Facebook has Gen Z problem. Instagram has a Gen Z problem.

[RAMROD 109,281]

1 minute ago, Tony said:

To be fair facebook also have millennials problem. Nobody likes them except the soccer moms

[thatfoxyfeeling 13,006]

I always wondered “What will the next Facebook be?” and it’s definitely TikTok. 

[TheSlash 14,539]

11 minutes ago, RAMROD said:

To be fair facebook also have millennials problem. Nobody likes them except the soccer moms

And anti-vaxxers, at least in Germany  

OT: Gen Z - the generation with the attention span of 5 inches unpaved dirt road  . No wonder they don't like Netflix - or TV in general.

[Economy 49,550]

41 minutes ago, RAMROD said:

To be fair facebook also have millennials problem. Nobody likes them except the soccer moms

If they use it u cant say they dont like them and lots of millenials use fb still. Criticizing something and then using their services makes ur criticism useless and just hypocritical

 

Ppl do it with Amazon, Apple, Walmart and Mcdonalds all the time.

 

Other options do exist, and social media like FB and Insta isnt even a necessity, i barely use it at all. So if ppl feel THAT strongly against them they show their convictions by not giving them business. But as usual ppls actions show they dont practice what they preach

[PhantomOfTheDance 13,794]

I can't relate at all and I'm part of this gen

 

although, getting distracted by lotr is very easy since it's so lengthy

[LilMonst3r 5,446]

I love Spotify idk I been using it for so long idk why others dont like it as much.

[RAMROD 109,281]

3 minutes ago, Economy said:

If they use it u cant say they dont like them and lots of millenials use fb still. Criticizing something and then using their services makes ur criticism useless and just hypocritical

 

Lots of Millenials and Gen Z still using it not by choice tho. Either their business/place of work using it so they gotta have one or their school mandated it cos teachers would contact students with it etc

[QUEENH 711]

Tiktok sucks

[littlepotter 75,083]

1 hour ago, Economy said:

Well netflix im not surprised about

 

I dont know how anyone under 20 is gonna whatch and follow any tv. Their attention spans literally cant 

 

Ive whatched shows with younger ppl and they always asking "how did that happen" and im like they already answered it

????? You can't be serious

[BLOODANDSEMEN 328]

1 hour ago, Ororo Munroe said:

Tiktok is that b**ch

the real MPG 💅🏻

not sure about Spotify, but Instagram is terrible lol. like, their algorithms are so bad and unfair there is no surprise a lot of people leave Instagram and go to Tiktok instead. 

MVP???

[Hyperobject 66,771]

20 minutes ago, Economy said:

If they use it u cant say they dont like them and lots of millenials use fb still. Criticizing something and then using their services makes ur criticism useless and just hypocritical

 

Ppl do it with Amazon, Apple, Walmart and Mcdonalds all the time.

 

Other options do exist, and social media like FB and Insta isnt even a necessity, i barely use it at all. So if ppl feel THAT strongly against them they show their convictions by not giving them business. But as usual ppls actions show they dont practice what they preach

I’m using FB only because of my university, I wish I could leave this social media forever lol. and Instagram is still an important tool for a lot of creators, they can’t just leave it without losing their money and target audience.