a new way to play
the challenge
In order for Spotify to shift from Broadcaster to a World Creator Platform, ON ROAD was approached by Spotify to unearth the barriers, motivations and opportunities in podcast listenership to help Spotify identify what a new way to play looks like for a US-wide Gen-Z audience.
For a generation constantly consumed by content, the lines between what is a podcast and content have become blurred.
the insight
For Spotify to win this audience we identified the need for a heightened personalised nuance in podcast discovery, the expansion of discovery via new definitions within podcasts and creating new heights with video on-platform.
Our work was pivotal to the foundation of Spotify’s new approach to building ‘A new way to Play’ with Podcast for Gen-Z. Through mapping audience discovery journeys we were able to better understand the level of curation that needed to be given to podcasts, as well as recommending new podcast formats which will help the brand engage Gen-Z more meaningfully through podcasts.