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            evenly distributed age-wise, with a            bias towards under           
  •            of Spotify users are under            while            are under           
  • Spotify’s core            group is            year olds            of            total)
  • Spotify’s peak            is among            year old females           
  • Spotify users            sophisticated digital consumers, markedly over-indexing            most digital activities
  • There are            Spotify Monthly Active Users (MAUs)
  • Spotify users            much more likely than overall            to watch YouTube (overall and            music videos)
  • They are            more likely to have music            video subscriptions and to pay            apps
  • Spotify users            on average twice as likely            be high spenders in music,            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