“What’s everyone listening to this morning?” Apple Music asked on Twitter.
“Spotify,” came the burn of the century in response.
So is Apple Music fighting a losing battle against Spotify?
According to our What Gen Z Actually Do Online report into social media trends in 2021, 87% of Gen Zs use Spotify on a regular basis, compared with just 14% using Apple Music.
That’s despite Apple Music being literally built into the iPhones Gen Zs love, and gives Spotify a practical monopoly over the popular music streaming service in Australia.
So why is Spotify so popular with Gen Zs?
- Spotify has top-notch algorithms
Spotify creates custom, curated playlists and recommendations that Gen Zs love. Discover Weekly, for example, is added to user feeds every Monday featuring a two-hour playlist of suggested songs based on your listening habits.
- Spotify offers podcasts, whereas Apple Music users have to switch apps
For a generation notoriously impatient and known for abandoning tech tools or processes they consider inefficient, needing to open another app to listen to a podcast is a major deal breaker for Gen Zs.
- Spotify capitalizes on Gen Z’s FOMO
We’ve got two words for you: Spotify Wrapped. Apple music users watching everyone talk about their Spotify wrapped triggers FOMO in the best of us, but no more so than Gen Z.
- Spotify speaks Gen Zs language – memes
It might seem laughable, but the return on investment in meme marketing is no joke. By using memes, Spotify is keeping a pulse on what’s trending and they get the balance between promoting and being funny – and they pretty much nail it.