Music Engagement Insights for Gen Z and Millennials in India

Music engagement among Gen Z and millennials in India has become a focal point of Spotify’s latest study. Conducted across major metro areas, such as Delhi NCR, Mumbai, Bengaluru, Chennai, Hyderabad, and Lucknow, the research involved over 2,000 users. It revealed that music significantly influences daily functional and emotional experiences.

Listening habits peak during weekday mornings from 8 to 10 am, primarily linked to commuting activities. The trend continues on weekends from 10 am to 12 pm, a period when daily routines typically ease. The study pinpointed six crucial listening moments: unwinding, commuting, working out, jogging or walking, casual hangouts, and socialising at parties, each serving unique emotional needs.

Listening Trends Among Generations

Millennials dominate various outdoor and social listening scenarios, especially during commutes and jogs. In contrast, Gen Z shows a pronounced preference for music during home workouts, indicating a rising connection between fitness and self-care. Gender differences also emerged: men tended to engage in solitary, purpose-driven listening during jogging or commuting, while women favoured shared experiences, such as home gatherings or group workouts.

The Move Towards Mood-Based Personalisation

The insights highlight a strong desire for mood-based personalisation among listeners. Many users seek playlists that align not only with their emotional state but also with specific situations—be it a relaxing evening or an energetic commute. Genres deeply rooted in culture, including Bollywood, I-Pop, and Punjabi rap, act as emotional touchstones, reinforcing listeners’ sense of identity and belonging.

Spotify’s Response to Listener Preferences

Spotify aptly reflects these findings through specially curated playlists such as the Energy Workout Mix and Chill Mix, along with user-generated ‘Jams’ shared during social interactions. Whether used for motivation, relaxation, or fostering social connections, music remains an indispensable companion in the everyday lives of Gen Z and millennials.