Reports Media & Marketing

Spotify User Profile An Increasingly Mainstream Yet Digitally Sophisticated Audience

Report by Mark Mulligan
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The 20,000 Foot View:  Spotify is the poster child of streaming music, having done more than any other company to grow the segment and to prove the freemium business model at scale. It has built an active user base that outshines any other freemium music service, and through tactics such as telco bundles and pricing discounts continues to squeeze every last drop of opportunity out of the        subscription model. Spotify has successfully diversified its user base beyond its initial early adopter base and now has a broad mix of users in which females are as well represented as males – no small feat for the traditionally male dominated streaming music market.

Key Findings

           of consumers use Spotify weekly, rising to        in its homeland Sweden, and falling to        in France, homeland of competitor Deezer
  • Spotify users are evenly distributed age-wise, with a slight bias towards under       
  •        of Spotify users are under        while        are under       
  • Spotify’s core age group is        year olds        of the total)
  • Spotify’s peak penetration is among        year old females       
  • Spotify users are sophisticated digital consumers, markedly over-indexing for most digital activities
  • There are        million Spotify Monthly Active Users (MAUs)
  • Spotify users are much more likely than overall consumers to watch YouTube (overall and for music videos)
  • They are much more likely to have music and video subscriptions and to pay for apps
  • Spotify users are on average twice as likely to be high spenders in music, online video and mobile apps
  •        are messaging app users and        are mobile ad blocking users

Companies mentioned in this report: Apple Music, Deezer, Napster, Netflix, SoundCloud, Spotify, Telia, Tidal, Vevo, YouTube

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