Marketers, are you striking the right chord with Millennials when it comes to music?

Marketers looking to target Millennials now have an additional platform to do so. Majority of Spotify listeners are Millennials, with 46% between the ages of 18 to 24 years old and 31% between the ages of 25 to 24 years old. Malaysians, in particular, spend approximately two hours a day on Spotify, according to Spotify's data which tracked user behaviour from 1 October to 31 December 2017.Users in Malaysia also streamed more than 1.7 million holiday content, including podcasts, audiobooks and comedies. This amount to over five million minutes of holiday content during that period in 2017. The top five artists streamed during Christmas are Pentatonix, Michael Buble, Mariah Carey, Ariana Grande and Glee.Spotify's data also showed that Malaysian users stream more during the weekdays, with Monday and Thursday being the two most streamed days of the week.According to Spotify, Millennials "intentionally" use music streaming to escape daily pressures or enhance moments they enjoy. The ubiquity of audio streaming has also shaped the relationship Millennials have with music. While genre still matters, it no longer defines them. Instead, Spotify said genres are now viewed as a shortcut to selecting music to enhance and improve moods and occasions.Joanna Wong, head of business marketing, Southeast Asia, Spotify, said during big cultural phenomena or in small personal moments, users soundtrack their lives on Spotify."The personal and emotional connection people have to music tells us more about our audience and fuels our streaming intelligence - rich first-party data that provides psychographic insights beyond demographics to reveal our audience’s moods, mindsets, tastes and behaviors," Wong added.