Gen Z No Longer Listens to Music 'Passively'! Z-SOZOKEN (Gen Z Creativity Research Institute) Releases 7th Insight Summary Revealing Different Support Reasons for #1 Spotify (39%) and #2 TOHO Cinemas (22%).

Fiom LLC (Headquarters: Shibuya-ku, Tokyo, Representative: Yohei Takeshita), a creative company specializing in Gen Z, operates the think tank "Z-SOZOKEN (Gen Z Creativity Research Institute)" where Gen Z individuals analyze actual conditions and values. Z-SOZOKEN has independently released its seventh insight summary, a deep dive into the music and theater industries based on its latest "Brand Ranking That Significantly Improved Gen Z's Image" survey report. The survey targeted 300 Gen Z individuals (ages 18-24) nationwide across 19 sectors including food, cosmetics, apparel, and entertainment.

In recent years, with the widespread availability of free viewing platforms like YouTube and subscription services like Netflix, marketers in the music and entertainment industries are constantly grappling with how to encourage Gen Z to opt for paid music subscriptions or to visit offline theaters.

However, traditional promotions that merely highlight "a large number of distributed songs" or simply advertise "watch on the big screen" are proving less effective with Gen Z, who prioritize "time performance" (taipa) and consume entertainment easily on their smartphones. Consequently, these efforts are not always translating into actual paid subscriptions or visits.

Against this backdrop, "Z-SOZOKEN (Gen Z Creativity Research Institute)," a research organization specializing in Gen Z, has focused on the "music and theater industries," which form the foundation of Gen Z's cultural consumption, from the overall ranking across 19 sectors.

In an era where content can be consumed anytime, anywhere, this analysis reveals a clear bifurcation and evolution in what modern Gen Z seeks from music and theater brands: "AI-driven personalized encounters with the unknown" and "unskippable, premium offline experiences." The report delves into the underlying psychology with a novel and unique perspective.

Decoding Unique Insights into Gen Z's Evaluation of Music and Theater Brands

This survey's music and theater industry segment revealed that Gen Z finds distinct value in "digital serendipity (chance encounters)" and "offline spatial value" from various brands.

- Spotify, the Champion of Personalized Music Experiences, Takes the Top Spot (Improved Image: 39%)

Spotify was the brand with the most improved image. Going beyond being a mere music player, it has solidified its position as a music discovery infrastructure, using highly accurate AI-driven recommendations to help users find "new favorite songs they didn't know they had."

- TOHO Cinemas, Offering Premium Offline Experiences, Ranks Second (Improved Image: 22%)

TOHO Cinemas ranked second. In an era where movies can be watched on smartphones, the reason for visiting a cinema is found in the premium experience value of the entire space, such as "clean facilities" and "delicious food."

- Apple Music, with its Superior UI and Ecosystem, Ranks Third (Improved Image: 16%)

Apple Music followed in third place. Its seamless integration with iPhones and features like real-time lyric display are highly praised by Gen Z for their intuitive and refined UI/UX, free from unnecessary clutter.

[Research Report Commentary] Detailed Rankings and Deep Analysis of the Music and Theater Industry Sector

Based on the data in the main report, this section offers a deeper analysis of Gen Z's real values regarding music and theater brands, and marketing hints that companies should glean from them.

1st Place: Spotify (Improved Image: 39% / Most Improved: 22%)

Symbolized by comments like, "The feature that creates playlists tailored to my taste is so excellent, it's fun to discover new songs" (21 years old / University Student / Fukuoka Prefecture), the biggest reason for Spotify's top ranking is its complete transformation of music apps from "tools to listen to known songs" to "tools to encounter unknown music through AI-powered recommendations." In today's information-saturated world, Gen Z is exhausted from searching for "what they like" from scratch. That's why Spotify's personalization feature, which learns viewing history and makes highly accurate suggestions like "This should suit you," offers the ultimate experiential value, providing both overwhelming time performance and emotional satisfaction.

2nd Place: TOHO Cinemas (Improved Image: 22% / Most Improved: 7%)

As stated in comments like, "The cinema facilities are clean and the popcorn is delicious. If I'm going to watch a movie, it's definitely TOHO" (23 years old / Working Professional / Saitama Prefecture), TOHO Cinemas serves as a receptacle for Gen Z's "craving for high-quality offline experiences that cannot be skipped." While Gen Z are typically taipa-driven, watching videos at double speed and skipping through content, they are not inherently averse to long-form content. On the contrary, they are willing to pay a premium for an "immersive, luxurious experience in a space intentionally isolated from the digital world – turning off smartphone notifications, enjoying delicious popcorn, and getting lost in the movie with superior sound and comfortable seating." Polishing the "hospitality of the entire space," not just the movie itself, is the absolute survival strategy for offline entertainment.

3rd Place: Apple Music (Improved Image: 16% / Most Improved: 11%)

As voices like, "It's compatible with iPhone and easy to use, and I like that the lyrics are displayed in real-time" (20 years old / University Student / Aichi Prefecture) indicate, Apple Music demonstrates the power of "ultimate UI/UX and a seamless ecosystem." For Gen Z, "real-time lyric display" is an essential function in the workflow of discovering trending songs from TikTok audio, sharing lyrics as aesthetic images on social media, and practicing karaoke. The sophisticated design, free from unnecessary clutter, and the overwhelming ease of use, integrated with the device, further solidify their absolute trust in the Apple brand.

Survey Overview

Survey Name: Brand Ranking That Significantly Improved Gen Z's Image

Target Audience: Gen Z nationwide (18-24 years old)

Survey Period: September 2025

Survey Method: Online questionnaire survey

Valid Responses: n=300

Survey Analysis: Z-SOZOKEN (Gen Z Creativity Research Institute) (Operated by: Fiom LLC)

Usage Conditions

Please clearly state "Fiom LLC" as the source of information.

Download the Complete Survey Report (51 Pages) for Free

The content introduced here is an excerpt from a portion of the 19 sectors and represents only a small part of the survey report.

The full report includes the "Brand Image Improvement Ranking" for all 19 industries, including the music and theater sectors introduced in this release, as well as SNS, apparel, cosmetics, food, retail stores, cafes, travel, e-commerce, education, gaming, video streaming, finance, and sustainability.

Furthermore, it provides a multifaceted analysis of specific brands whose image has "declined" and the critical factors behind it, along with candid opinions from Gen Z.

This report is packed with real Gen Z insights that can be immediately applied to your brand strategy and communication initiatives starting tomorrow.

If you are even slightly interested, please download and utilize it from the link below.

Comment from the Director of Z-SOZOKEN

Why do Gen Z individuals, who prioritize time performance and watch videos at double speed, make a special trip to cinemas that require a two-hour commitment?

The ranking of Spotify and TOHO Cinemas, highlighted in this seventh insight summary, strikes at the "truth" behind Gen Z's seemingly contradictory consumption behavior.

While they seek overwhelming time performance and personalization through AI for "everyday consumption" (like searching for music), they are completely willing to invest in "premium offline experiences" for "non-everyday consumption" (like the cinema space) that cannot be replicated on a smartphone.

For companies to increase engagement with Gen Z, simply promoting the number of songs or screens is insufficient.

Companies that can design communications deeply aligned with the target's "on-off switch" – such as providing the "thrill of discovering their potential favorites through AI" like Spotify, or offering a "premium spatial experience isolated from daily life" like TOHO Cinemas – are the ones that can "skyrocket" their brand image.

"Gen Z Research Menu" for Discovering Real Insights by Gen Z Individuals

Z-SOZOKEN offers a "Gen Z Research Menu" where Gen Z researchers directly handle projects tailored to corporate challenges, going beyond independent research like the one introduced here.

Instead of an external observation-based approach using adult standards, we achieve "synchronization of passion" as participants living in the same era as the target audience, uncovering deep psychological insights and contexts not visible in superficial surveys. We define the "inevitability" for your brand to be chosen by Gen Z.

[Service Plans (Partial Excerpt)]

- Z-SOZOKEN Market Research Plan (Standard Menu)

We create and deliver original research reports that unravel the reality, from hypothesis formulation to quantitative surveys and qualitative interviews.

- Z-SOZOKEN Insight Research Plan (Standard Menu)

In addition to market research, we provide end-to-end support, including in-depth research and integrated PR support (press release distribution) to make insights widely known.

- Customized Research by Objective (Single Menu)

We propose optimal approaches tailored to your objectives, such as in-depth interviews, group interviews, nationwide quantitative surveys, and evaluation/improvement of existing creative content from a Gen Z perspective.

Specific pricing, schedules, and deliverables for each plan are exclusively available within the service brochure. Companies facing challenges in Gen Z marketing research or customer understanding are encouraged to download the brochure from the link below for details.

For Those Struggling to Appeal to Gen Z

"I don't know how to promote entertainment and cultural content that resonates with Gen Z."

"I'm struggling with how to attract young people to offline stores and theaters."

To all the representatives who felt this way after seeing the survey results.

Our company is a creative company specializing in Gen Z, with all members being Gen Z individuals themselves.

We provide one-stop integrated support, from marketing research and strategy design to planning, production, and operation, leveraging Gen Z's unique sensibilities and peer perspectives.

Please feel free to contact us if you are having trouble with marketing/branding for Gen Z or young audiences.

https://fiom-llc.studio.site/contact

About "Z-SOZOKEN (Gen Z Creativity Research Institute)"

Creating the Future with Gen Z Creativity. A Next-Generation Think Tank Specializing in Gen Z.

"Z-SOZOKEN" is a next-generation think tank specializing in Gen Z, operated by Fiom LLC, a creative company for Gen Z. It uncovers and explores new insights through analysis from the perspective of Gen Z peers.

Gen Z individuals themselves grasp and analyze the actual conditions and values of Gen Z from various viewpoints.

We unravel the unknown culture of Gen Z, at the forefront of the times, and explore new values that will lead the era.

We provide practical marketing information that can be utilized for communication and promotion design that reaches Gen Z, centered on empathy rooted in real Gen Z perspectives.

Official Website: https://z-sozoken.studio.site

About Fiom LLC

A Creative Company Specializing in Gen Z, by Gen Z

A creative company specializing in Gen Z, composed entirely of Gen Z members.

Implements a Gen Z-centric approach based on Gen Z's creativity.

Provides execution support from upstream design to production and operation of advertising communications for Gen Z.

A creative company that leverages the sensibilities of Gen Z, at the forefront of the times.

Company Name: Fiom LLC
Address: 6-23-4 Jingumae, Shibuya-ku, Tokyo, Kuwano Building 2F
Established: October 15, 2021
Representative: Yohei Takeshita
HP: https://fiom-llc.studio.site

Inquiries Regarding This Matter

Email: [email protected]
Inquiry Form: https://fiom-llc.studio.site/contact