* Spotify and Ypulse Day in the Life Methodology
In 2017, Spotify commissioned Ypulse, a youth marketing and millennial research firm, to interview 600 and surveyed 7000 millennials across US, UK and AU. Participants were asked a series of questions to better understand the devices, locations, occasions and emotions involved in a Day in the Life of a Spotify user while streaming music. Spotify analyzed these behavioral diaries alongside our first-party streaming intelligence to get a richer contextual understanding into the behaviors we see on our platforms every day. For US, AU, and UK audiences, we analyzed our users’ demographics, platform usage, playlist behavior, feature usage, and music tastes to inform our first-party segmentation. For US audiences specifically, we crafted a suite of behavioral segments by analyzing our users' streaming habits on Spotify alongside their broader interests, lifestyle, and shopping behaviors, fueled by our trusted third-party data providers. For this study, we compiled these data sets to understand millennials across all three markets. Note: advertisers can only target by third-party segments in the US.