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If you’re looking for actionable insight into building audiences on audio streaming platforms, we’re here to introduce you to one of the world’s largest platforms, Spotify.
Spotify now reaches 42.4% of the total digital population, compared to just 35% before the pandemic.1 Here, we take a deep dive into who makes up Spotify’s audience and how they’ve evolved since 2019.
We also delve into the average consumer’s interest in Spotify and their buying habits.
What is a Spotify Consumer?
Spotify’s audience is primarily made up of young adults, both male and female, who are likely to live with their families. A consumer aged 18-24 visited Spotify in January 2023, he was 85% more than the average user in January 2023.2 This is due to the success of Spotify’s family plan discounts, allowing users in multi-member households to pay a lower subscription fee. In announcing its fourth quarter 2022 earnings, Spotify announced that it has approximately 500 million monthly active users, including its ad-supported and paying subscriber base.3
Unwrapping Spotify Consumer
Spotify’s Wrapped Viral Marketing Campaign Every December Gives Spotify Users a Personalized View of Their Listening Habits Over the Past Year and Introspective Shareable Moments for the Holidays and New Year To do. In this December (2022), 120 million Number of visitors to Spotify, annual peak in number of visitors to the platform.Four
social media saw 1000 pieces The number of pieces of content shared in December 2022 that contain the words ‘Spotify Wrapped’. 2.7 million Like us on all social platforms!Five
How else do Spotify listeners spend their time?
Spotify listeners also spend time reading books and streaming video content. A Spotify user was 46% more likely to buy books offline in the past six months than the average consumer. Additionally, he was 114% more likely to shop at Barnes and Nobles in December 2022. The average Spotify consumer is also 91% more likely to stream 50 or more video content per day in December 2022.6
Spotlight music and sports
Spotify continues to build its ecosystem and grow its audience through sponsorships. A great example of this is how we effectively bridge music and sports fans.
In 2022, Spotify partnered with FC Barcelona to release over 60 pieces of FC Barcelona sponsored content on Instagram throughout 2022, accumulating nearly 32 million actions. FC Barcelona sponsored posts received approximately 516,000 actions per post. That’s 16x the action Spotify has received on unsponsored content.7 We’ll have to see how they continue to tap into this audience throughout 2023.
What Spotify Viewers Should Watch Next
Spotify continues to build its ecosystem, including tools that help creators build communities across music, audiobooks, podcasts, and other formats.
Bad Bunny has been announced as Spotify’s Artist of the Year for 2022. In her first two months of 2023, social posts mentioning “Bad Bunny” and “Spotify” continued to trend, and despite her Bad Bunny hiatus on her social media platform, millions of There was more than one action. End of 2022.8 Other top-streamed artists include Taylor Swift, Drake, and The Weeknd. Taylor Swift leads on social with her over 433 million followers on Instagram, Facebook, Twitter and TikTok. Drake and The Weeknd follow suit with his 224.6 million and his 90.5 million followers respectively.9
If you would like to learn more about how our audio streaming platform builds audiences and how audiences navigate other content, contact our team here.
sauce:
1. Comscore MMX, Key Metrics, Spotify, Total Viewers, Jan 2023
2. Comscore MMX, Demographic Profiles, Spotify, January 2023.
3. Spotify Q4’22 Update
4. Comscore MMX, Media Trend, Spotify, Total Viewers, Dec 2021-Dec 2022
5. Shareablee, Content Pulse, December 2022
6. Comscore Plan Metrix, Audience Profile, Spotify, Total Audience, Nov/Dec 2022
7. Shareablee, Partnership Explorer, 2022
8. Shareablee, Content Pulse, January/February 2023
9. Shareablee, Cross-Platform Social Overview, 2022
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