Gen Z Podcast Listening Surges in Back-to-School Mornings | Spotify Report 2025
As students head back to classrooms after a summer of freedom, their digital habits are evolving—and Spotify is at the center of this transformation. A recent Spotify report reveals a significant surge in podcast and music streaming among Gen Z listeners, especially during early morning school routines. This shift is redefining how young audiences consume content, signaling new opportunities for creators, brands, and advertisers.
Morning Hours: A New ‘Prime Time’ for Podcasts and Music
With the return of early wake-up calls, commutes, and school schedules, Gen Z is turning mornings into their high-attention listening window. According to Spotify’s internal data:
Podcast streams in the U.S. jump by 19% during the 7 a.m. hour compared to the summer months of June and July.
8 a.m. sees an 18% increase in podcast streams.
Music streaming spikes even higher with more than 20% growth between 7 a.m. and 9 a.m.
This clearly shows that back-to-school mornings have become a key time for audio engagement—a golden opportunity for podcast creators and music artists to reach their audience.
Why Gen Z is Listening More (and Differently) in Fall
Spotify notes a shift toward substance when September arrives. While summer listening often leans toward entertainment and casual playlists, the fall season pushes Gen Z toward educational and informative content. Here’s the breakdown:
Science podcasts: Up 23% in September compared to summer.
Business & Technology podcasts: Up 20%.
News, Sports, and Music podcasts: Double-digit growth.
What’s Driving the Change?
Academic Mindset: Students return to an environment that values learning and personal development.
Structured Routines: Morning commutes and study sessions require focused, purposeful content.
Rise of Video Podcasts: As Spotify mentions, creators are increasingly using video to boost discoverability and engagement.
Spotify Insight: “When school starts, Gen Z students don’t just listen more—they listen differently. They tune into science, tech, news, and business podcasts, signaling a shift toward content that informs and inspires.”
Video is Reshaping the Podcast Landscape
Another major highlight from Spotify’s report is the growing influence of video in podcasting. Video-driven podcasts are now essential for:
Improved discoverability through platforms like YouTube and TikTok.
Higher audience engagement via visual storytelling.
New revenue streams from digital video ads.
For creators, this means adapting content strategies to include short-form clips, teasers, and behind-the-scenes visuals.
Gen Z’s Obsession with Playlists and Audiobooks
It’s not just podcasts—Spotify data confirms that study-focused playlists remain a cornerstone of Gen Z’s listening experience.
Between Jan 1 and Aug 1, 36 million Gen Z users streamed user-generated “focus” or study-themed playlists.
Collaborative features like Spotify Jam allow friends to listen together, making study sessions more interactive.
Audiobooks across genres are becoming popular as an alternative to podcasts, helping young listeners immerse themselves in long-form storytelling.
Parents and In-Car Listening Are Growing Too
While the back-to-school impact is strongest among students, Spotify notes parents are also changing their habits. Parents on the free tier are increasingly streaming podcasts and audiobooks in September compared to summer. Additionally:
In-car listening is on the rise as families resume school drop-offs and commutes.
Implications for Creators and Brands
This surge in structured listening creates opportunities across the digital audio ecosystem:
Podcast Creators: Focus on educational, inspirational, and niche content during back-to-school months.
Brands & Advertisers: Target Gen Z and parents with morning-time ads for better engagement.
Music Artists: Release study-friendly tracks and collaborate on focus playlists to capture the student audience.
What This Means for the Future of Audio Streaming
Spotify’s findings reinforce a growing trend: audio is becoming a companion for structured, mindful moments. As Gen Z seeks content that informs, educates, and entertains, creators who deliver value-driven experiences will thrive.
