Spotify UK and Ireland is revealing a series of consumer trends that have been tracked since Jan 2021, providing a deep dive into shifts in listening behaviours as we come out of lockdown.
By sharing the data and trends seen on the platform, Spotify aims to help advertisers and brands understand and engage their audiences in world where the consumption of content is constantly changing.
One of the trends played out in the wake of the third lockdown is the huge increase in late-night podcast listening.
Perhaps due to the reported rise in insomnia during the pandemic, a 22 per cent increase in late-night (midnight to 6am) listening versus pre-first lockdown levels was recorded. Women aged 25-45 are maintaining the biggest shifts in late-night listening, showing a 15 per cent increase in overnight podcast streams.
Entertainment and self-care have been prioritised. When looking at overnight streams of podcast genres compared to the average: games are 93 per cent higher than average increase; religion and spirituality are 51 per cent higher; and education is 20 per cent higher.
As social distancing restrictions ease and more can socialise outdoors, out of home listening is on the rebound. There has been a 60 per cent increase in average daily streams in-car since restrictions have lifted, and an 11 per cent increase in mobile use.
UK listeners also appear to be in the mood to party once again. As restrictions ease in 2021, Spotify is seeing a significant surge in celebratory music, with an increase in streams of ‘carefree’, ‘optimistic’ and ‘joyful’ listening.
Gen Z, Millennials, and Men appear to be particularly celebratory: Gen Z’s increase in the platform's 'Party' moment is 53 per cent higher than average, Millennials’ increase is 26 per cent higher than average, and that of men is 38 per cent higher than average.
“The pandemic has had an irrevocable impact on the way people consume content and this year brands have needed to be more agile than ever to reach them in the right places, but also with the right content" said Head of Enterprise Sales, EMEA, Rak Patel.
"At Spotify, we’re in the perfect position to work with our brand partners and advertisers to provide inspiration and guidance on how to create content that reaches and engages their key targets, because when culture happens, we see it reflected in the things people listen to on our platform - from the time of day they’re streaming, to the playlists they’re creating and the people they are listening with. It’s been fascinating to observe these new trends on the platform, and we’re excited to work on finding creative solutions with brands that tap into them.”