Spotify for Artists Breaks Down your ‘Active Audience’

Spotify for Artists categorizes your “active audience” but doesn’t give you a way to communicate with them.

Spotify Added A new metric in the Spotify for Artists dashboard, ‘Active Audience’ is a new methodology that provides analytics on who has actively streamed an artist’s music in the last 28 days.

The definition of “active” in this context is important. This is the user who “intentionally” played the artist’s music. That means you played it from an artist’s profile, album or release on her page, or your own library or playlist, and not through Spotify’s algorithm.

In addition to quantifying these active listeners, Spotify for Artists categorizes them into Super, Moderate and Light listeners. Super Listeners are the most engaged in the last 28 days. Moderate listeners are those who have streamed the artist’s music “many times”. A light listener is someone who has streamed the artist’s music once or twice in the last 28 days.

“We’re making it even easier to know your fans and how they’re listening,” tweeted Spotify for Artists. “Get to know your Light, Moderate and Super-his listeners with an ‘Active Audience’, the part of the Spotify fanbase that purposefully seeks out your music.” ”

“By gaining insight into the streaming habits of our most active audiences, we hope to help artists turn listeners into directly engaged fans of their music,” Spotify adds.

Currently, this data is purely informative. Spotify does not provide a way for artists to communicate or market directly to these segmented audiences. Still, this data provides an important first step in comparing fan reaction to new music and the effectiveness of marketing efforts.

Notably, Amazon Music launched a similar analytics feature in 2020 with a dashboard that quantifies “fans” and “superfans” based on an artist’s engagement with music. Spotify’s commitment to these tools should be a welcome addition for artists looking for more transparency about their listeners on their platform.