As summer winds down and backpacks come out, Gen Z isn’t just heading back to class, they’re shaping the soundtrack for a whole new season.
For Back to School 2025, Spotify has compiled a snapshot of the daily rituals and shared listening moments that define this reset. Powered by new listening data and anchored in past trends, it reveals how Gen Z students and their families use Spotify as a daily companion to reconnect and refocus—and how brands can be part of the moment in meaningful ways.
Mornings are the new prime time
As routines shift, mornings become high-attention listening windows. Between 7 a.m. and 9 a.m., Gen Z students on Spotify power up with music and podcasts that turn commutes and pre-class moments into part of their soundtrack. For brands, these ritual-driven spikes offer valuable opportunities to tap in with multiformat campaigns that blend sight and sound.
Study sessions and shared playlists
Back-to-school season isn’t just a retail moment, it’s also a cultural and community reset. Gen Z leans on study playlists and collaborative features like Jam to concentrate and connect with friends.
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