In 2019, Spotify partnered with research company Crowd DNA to survey 4,800 music listeners and interview 16 participants 18-44 across Australia (survey only), Brazil (survey only), Germany, Mexico, UK, and US Participants were asked a series of questions to better understand the moments during which they engaged with audio. We began our consumer fieldwork with a remote stage designed to capture details about the context of audio moments over a period of three days. During each day, we asked participants to reflect on the day’s listening, as well as share a series of images representing their moods during each listening occasion with us for analysis. We were then able to map audio listening across a series of moments — charting listeners' moods, motivations for listening, what they were listening to, where they were, and more — giving us a complete contextual picture of their listening. In addition to gathering the listening diaries, Spotify led a series of ethnographic immersion sessions, during which we followed three participants in each market, allowing us to observe, explore, and analyze each listening moment in detail. Understanding the context of the current moment is of utmost importance to reaching consumers in the most receptive and open state. Thanks to this research and our streaming intelligence, Spotify not only understands the power of context, but is uniquely placed to take advantage of it. ¹ Spotify First Party Data, global, based on daily content hours / daily active users, free users multiplatform, May 2019 ² Culture Next Report, Spotify trend survey among 500 US Spotify Users 15-37, February 2019 ^{3, 8, 13, 17, 19, 21} Crowd DNA & Spotify, Seize The Moments survey among 4,800 Spotify users 18-44 in AU, BR, DE, MX, UK, US, April 2019 ^{4, 7, 10, 14, 23} Crowd DNA & Spotify, Seize The Moments survey among 800 US Spotify users 18-44, April 2019 ^{5, 6, 9, 11, 20, 22} Spotify First Party Data, global, 2019 ¹² LeanLab, US, 2017 ¹⁵ Spotify & Audience Theory survey among 2078 Spotify users 18-44 in BR, PH, UK, US, March 2018 ¹⁶ Spotify First Party Data, Free Users, July 2019 ¹⁸ Nielsen Brand Effect, UK, October 2018 ²⁴ Nielsen Brand Effect, U.S., August - December 2018 ²⁵ Nielsen Brand Effect, global, Sep 2017-Dec 2018

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