MANILA, PHILIPPINES– Spotify poses to be bigger than just sound. In an interview with its Head of Marketing at Southeast Asia Jan-Paul Jeffrey, the music streaming platform has revealed insights on the diverse content beyond its 60 million songs and 1.5 million podcasts in its library.
He said, “Everybody can recognize how complex the world has become especially for young people so we spoke to thousands of Gen Zs and millennials across Southeast Asia as well as artists and content creators to unpack their changing relations with digital media.”
Combined with their unique streaming intelligence, that resulted in macro-trends that the platform released as a report: Culture Next.
Podcasts
“Philippines is arguably one of the most exciting places in the world in terms of number of people discovering and listening to podcasts,” shared Jeffrey.
The multiple facets of the lives of modern consumers has brought the appeal of the podcast as an opportunity to upskill or find entertainment when they are doing other chores.
“Last month, we have made nine new podcasts available exclusively on Spotify as part of our focus in building a podcast ecosystem in the Philippines,” he added.
“Culture really happens in Spotify so music and podcasts are a mirror in soundtracking people’s day-to-day lives.”
Screenless Moments
Audio can penetrate where video cannot. The proliferation of visual disruptors in every channel has given rise to the importance of screenless moments. This is one of the important findings of the Culture Next Report, it reads: 61 percent of Gen Zs and Millennials in the Philippines telling us that there is too much visual stimulation today, and that audio is a nice escape from it.
“The way that people are living their lives now, you have your screen moments but you also got your off-screen moments,” commented Jeffrey.
A separate survey conducted by YouGov Singapore to understand the Philippine market’s current media consumption behavior found that out of 1,101 respondents, 90 percent said that they use multitasking time to be entertained, and 75 percent want to learn something and be enriched.
Polyfly
Such content fatigue has resulted in younger people becoming more critical of the media. As Jeffrey put it:
“It’s important for brands to stand for something but it’s also really important for them to do something about it.”
Dove hit this sweet spot, exemplified Jeffrey. By releasing a single on Spotify, the campaign was maximized and women were encouraged to be free of judgement and stereotype.
Appreciating how audio shapes culture also means that brands have to understand how audio forms individual identities the bigger role it plays in people’s lives.
“By really understanding contextual behaviors, interests, passions, ambitions that drive their audience, brands can then utilize the insights to connect with their customers.”
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