First published on http://www.marketingmag.com.au/
Spotify Australia turns two, releases global and local data on listening habits
As music streaming service Spotify celebrates its second anniversary in Australia, it has released new figures that reveal it has 10 million paying subscribers and more than 40 million active users in 56 markets worldwide.
Market research firm Nielsen suggests that Spotify occupies market leader position with a 71% share of the music streaming market. As Spotify approaches its third year.
Spotify’s own data says that, since May 2012, Aussie consumers have streamed more than 8200 years of music or the equivalent of 100 lifetimes. They have also actively created 27 million playlists.
In order to make its case to advertisers, Spotify also recently commissioned a consumer insights, which found that users of Spotify’s free, advertising-powered tier of the service (in comparison to the general population) are:
- Highly engaged: users stream three times as much music across most of the day and listen most when they’re driving, travelling, exercising, relaxing and commuting,
- hyper social: use social media regularly and for longer, and
- influential: 45% more likely to enjoy telling other people about new brands or products.