r
o
f
s
d
k
i
Team AMPED presents:
r
o
f
s
d
k
i
The Video:
The Dilema
What is the problem?
Spotify has asked us to help spread positivity to their listeners, help connect and bring listeners closer to creators and their communities and integrate new technology. In response, we developed “Spotify Kids'', to help with the rise in ADHD, or attention deficit hyperactivity disorder, diagnosis in children.
According to the National Institute for Mental Health, “The prevalence of children ever diagnosed with ADHD increased by 42% between 2003 (7.8%) and 2011 (11.0%).” Globally, around 8% of children aged 4-17 have been diagnosed with ADHD (Ayano et al., 2023). Which is around 129 million children, who are affected by ADHD (CHADD, 2018). Around six in 10 U.S. children with ADHD also have at least one other mental, emotional, or behavioral condition—such as anxiety or depression (Centers for Disease Control and Prevention, 2022). ADHD affects a child's ability to focus, their energy levels, their self-control, their self-esteem, and their ability to pay attention. Music can help children with ADHD improve their attention and focus. Music can also help with improving a child's self -esteem, boost energy, help a child calm down, and improve their sleep.
Where Are We?
What are our Insights?
- Customer and Audience Insight
- Cultural + Environmental Insights
- Social Insights
- Consumer Profile
Customer and Audience Insights
We are working to engage children and their caregivers who are impacted by ADHD and want accessible and affordable solutions. Music is one solution with studies having shown that music has a positive impact on ADHD symptoms. Because of the widespread creation and streaming of
explicit music, it is important that children and their caregivers can have access to safe, parental approved music that is shown to help children focus and manage other symptoms.
Cultural and Environmental Insights
The current trends show a global increase in children's ADHD diagnoses. ADHD can impact a child's ability to focus and pay attention, their learning, and many other aspects of their lives. There has also been an increase in tech usage in both Millennials and Gen Z, and we are also seeing this translating down into the next generation. However, there is also an emerging trend with some Millennials and Gen Z’s to have low or no-tech parenting (Bonatsos et al., 2023).
Social Insights
Spotify is mostly used by Millennials and Gen Z’s, with 73% of Spotify's monthly users falling within the 18 to 34 age brackets (Spotify Statistics: 79+ Intriguing Consumption Statistics in Music, n.d.). Data shows that both Millennials and Gen Zs prefer to be marketed to through entertaining and appealing content. With much of the youth currently being parented by Millennials and Gen Z, we should aim to market towards parents as many millennials and older Gen Z’s have or will have children that could benefit from using Spotify Kids. In addition, Spotify can gain a new generation of users.
Where do we want to be?
The Solution
- Initiative and Goals
Initiative and Goals
We are introducing a version of Spotify for Kids. This version will be an optional addition to the app that parents can opt into so that they can filter which songs and podcasts kids can listen to on their own devices or on their parents’.
Through Spotify Kids, parents can filter out and select songs and podcasts based on the genre, individually, and/or explicit language/topics. When parents opt into this feature, they will be required to select which version of the app they would like to listen to when they first open the app. If parents do not want to individually select songs/podcasts, we will offer a base kids version that would be categorized by kids activities including: Playing outside, Homework, Sleep, etc.
The songs in these playlists will be preselected to improve positivity, attention, and mental rest depending on the activity they select. When parents or kids try to choose the unfiltered Spotify, a quick passcode that can be enabled with Face ID will be required whereas Kids will always be accessible. Once in the Kids version, a passcode will be required to switch back to the unfiltered version as well. We will be partnering with the smartphone companies to enable Face ID as a way to change into or select the unfiltered version of Spotify.
This will provide a sense of security amongst the parents as well as enable kids access to the benefits of listening to music and podcasts. Studies have shown that music can benefit one’s self esteem, promote happiness and positivity, and it can improve attentional performance. We expect this version to be very popular amongst users and also grow the platform by not just making the app a place for enjoyment, but for educational and mental health purposes as well for children. By creating a version that will benefit our youth, we are building a better foundation for our future.
This Initiative Is Brought To You By:
Alisia Kealoha
Sustainability B.S. & Business Minor
4th year ASU Barrett Student
Elisabeth Wilson
Communications B.S. & Business Admin. Minor
3rd year ASU and University of Mary Student.
Tufi Lupe
Construction Management B.S.
3rd year ASU
References:
Ayano, G., Demelash, S., Gizachew, Y., Tsegay, L., & Alati, R.
(2023, July 24). The global prevalence of attention
deficit hyperactivity disorder in children and
adolescents: An umbrella review of meta-analyses.
Journal of affective disorders.
https://pubmed.ncbi.nlm.nih.gov/37495084/#:~:text=
A%20random%20effect%20meta%2Danalysis,compar
ed%20to%20girls%20(5%20%25).
Bonatsos, N., Khemani, T., Zhu, V., & Kim, N. (2023, June 16). The Next Generation of Parents: How Gen Z Is Creating Its Own Parenting Timeline and Outlook | General Catalyst. Www.generalcatalyst.com. https://www.generalcatalyst.com/perspectives/the-next-generation-of-parents
CHADD. (2018). General Prevalence of ADHD. Children and Adults with Attention-Deficit/Hyperactivity Disorder (CHADD). https://chadd.org/about-adhd/general-prevalence/
Centers for Disease Control and Prevention. (2022, August 9). Data and statistics about ADHD. Centers for Disease Control and Prevention. https://www.cdc.gov/ncbddd/adhd/data.html
Faraone, S. V., Sergeant, J., Gillberg, C., & Biederman, J.
(2003, June). The worldwide prevalence of ADHD: Is it
an American condition?. World psychiatry : official
journal of the World Psychiatric Association (WPA).
https://www.ncbi.nlm.nih.gov/pmc/articles/PMC1525
089/
Hasan, S. (Ed.). (2020, June). ADHD and school (for
parents) | nemours kidshealth. KidsHealth.
https://kidshealth.org/en/parents/adhd-school.html#:
~:text=ADHD%20can%20affect%20a%20student’s,to%
20have%20problems%20in%20school
Martin-Moratinos, M., Bella-Fernández, M., &
Blasco-Fontecilla, H. (2023, May 12). Effects of music
on attention-deficit/hyperactivity disorder (ADHD) and
potential application in serious video games:
Systematic review. Journal of medical Internet
research.
https://www.ncbi.nlm.nih.gov/pmc/articles/PMC1022
1503
Ilic, I., & Ilic, M. (2022, September 30). Global incidence of
attention deficit/hyperactivity disorder among
children. MDPI.
https://www.mdpi.com/2673-9976/19/1/6
Marketing to Millennials vs. Gen Z | Porch Group Media. (n.d.). https://porchgroupmedia.com/blog/marketing-to-millennials-vs-gen-z/
Ryu, J. (2020, July 28). Ludacris is teaching children with
kid-friendly rap: “I want to reinforce the positive
teachings as a parent.” USA Today.
https://www.usatoday.com/story/entertainment/musi
c/2020/07/28/ludacris-starts-education-through-musi
c-kids-new-kidnation-site/5524968002/
Salari, N., Ghasemi, H., Abdoli, N., Rahmani, A., Shiri, M. H.,
Hashemian, A. H., Akbari, H., & Mohammadi, M. (2023,
April 20). The global prevalence of ADHD in children
and adolescents: A systematic review and
meta-analysis - Italian Journal of Pediatrics. BioMed
Central.
https://ijponline.biomedcentral.com/articles/10.1186
/s13052-023-01456-1#Sec11
Wolmark, M. (2023, August 30). Average human attention
span (statistics). In-Home & Center-Based ABA -
Golden Steps ABATM.
https://www.goldenstepsaba.com/resources/average
-attention-span#:~:text=What’s%20The%20Average%2
0Human%20Attention,span%20while%20using%20mo
bile%20devices
Spotify Statistics: 79+ Intriguing Consumption Statistics in Music. (n.d.). Www.crossrivertherapy.com. https://www.crossrivertherapy.com/research/spotify-statistics#:~:text=73%25%20of%20Spotify