Chart: Generation V Spotify Listening Frequency

As well as valuing creativity and affordability, Gen V is a generation of streamers, with 74% saying they are dependent on technology to entertain themselves, per a report from the Center of Generational Kinetics (CGK).

In its report CGK examines the use of various platforms, with results indicating that Spotify use is high in comparison to other digital entertainment platforms.

In the survey of 1,000 Generation V (ages 13-23) participants, Spotify falls somewhere in between Netflix and YouTube. Among weekly users of Spotify (who numbered 55% of the sample), some two-thirds (68%) listen for at least an hour per day, including one-fifth listening for 5+ hours daily.

By comparison, 57% of weekly Netflix subscribers use the service for at least 1-2 hours per day, as do 79% of YouTube viewers.

YouTube is also the most popular of these services, though, with 84% of Gen V respondents reporting being on YouTube at least once a week.

That includes 90% of younger Gen V (ages 13-17) using the platform with that frequency.

Past research has likewise found high teen usage of YouTube, and it is neck-and-neck with Netflix in terms of share of teens’ video consumption. Read the rest at Marketing Charts.

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