Your audience is here, listening to what they love
We know our fans. Like, really know them.
That time you skipped Britney to hear The Beatles. That time you played “Young Dumb & Broke” 117 times in a row. That time you made a Road Trip playlist with your friends. Every swipe, search, skip and shuffle tells us a story about our audience.
Looking for the best way to reach your audience on Spotify?
Logged in audience with one persistent identity across devices1
Billions of data points collected daily2
2+ hours a day for multi-platform users3
This user engagement fuels our streaming intelligence — insights that reflect the real people behind the devices. These real-time, personal insights go beyond demographics and device IDs alone to reveal our audience’s moods, mindsets, tastes and behaviours.
We’ve found that how people stream actually tells us a lot about who they are. Our data team has identified five key streaming habits that can help you understand your audience, and better inform your planning. The most exciting part? This new research is starting to reveal the streaming generation’s offline behaviours through their streaming habits.
How much people seek out unfamiliar music
The range of music people listen to
How actively people curate their experience
How much people listen to songs characteristic of their generation
How much people listen to the same songs on repeat
Who do you want to get to know?
Millennials on Spotify
Millennials’ streaming habits tell us a lot about them.
Millennials stream every genre more than they stream their favourite genre. These listeners are 44% more likely to regularly inform friends and family about new products.7
Millennials stream hands on more than they stream hands off. These listeners are 64% more likely to buy brands they see advertised.8
Millennials stream on repeat more than they stream on random. These listeners are 90% more likely to have the latest tech products.9
Tech Early Adopters on Spotify
Tech Early Adopters’ streaming habits tell us a lot about them.
Techies stream what they like more than they stream new finds. These listeners are twice as likely to be brand conscious.13
Techies stream hands on more than they stream hands off. These listeners are 94% more likely to buy the premium version of a product.14
Techies stream on repeat more than they stream on random. These listeners are twice as likely to keep up with the latest fashion trends.15
Mums on Spotify
Mums’ streaming habits tell us a lot about them.
Mums stream every genre more than they stream one favourite genre. These listeners are 58% more likely to have a strong interest in health and fitness.19
Mums stream from right now more than they stream from back then. These listeners are 49% more likely to have a strong interest in beauty products.20
Mums stream on random more than they stream on repeat. These listeners are 46% more likely to eat fast food regularly.21
Apply our streaming intelligence to reach the audiences that matter most in the right context.
Reach the right audience
Age and gender
Connect with your buying target across platforms with Spotify’s first-party age and gender data.
Reach people according to language preference, specified upon registration.
Interests and behaviours
Engage demographic-based and interest-based audience segments, crafted by analysing our users’ streaming behaviour on Spotify alongside their broader interests and behaviours, fuelled by leading third-party data providers in select markets.
Reach them in the right context
Connect with people who are listening to music tailored to specific activities and moods.
Deliver your message immediately after a user has listened to a specific genre.
Dynamically serve campaigns to users based on their active platform.
Location and time of day
__About our audience research __
Spotify analysed the distinctive streaming habits of Spotify listeners, identifying variations across demographics, platforms, dayparts, music tastes and behavioural audience segments (sourced from internal first-party data, November 2017). To supplement this analysis, first- and third-party attributes were merged to understand how streaming habits are related to branding measures and purchase behaviours. Global Web Index (GWI) surveyed a total of 9,745 internet users 16-64 in June 2017 across 10 markets: Australia, Brazil, Canada, France, Germany, Mexico, Philippines, Sweden, UK and USA. The survey is weighted to be representative of the internet population in each country aged 16-64.
1–6, 10–12, 16–18: Spotify Internal Data, November 2017
7–9, 14–15, 19–21: Global Web Index, 2017, all numbers compared to average online user
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