The target audience that uses Spotify is undoubtedly millennials. According to Spotify, 72% of users are millennials, in addition, Statista reports that 26% of Spotify users are between the ages of 18 and 24. Jeff Rossi, the Spotify business marketing global director said…
“As the largest global streaming service, we have a deep understanding of millennials from our data on streaming habits… For marketers looking to reach this highly sought-after group, we understand that millennials are listening more frequently and streaming in more places than nonmillennials, including most often on mobile and desktop as they move from home to school to work. We also see that millennials’ streaming habits are not as impacted by traditional peak consumption periods like prime time or drive time. They are connected all day from the moment they wake up.”
This is great news for marketers that are seeking a music streaming platform to promote their brand on. Not only are millennials using Spotify more than any other age group, they’re also using the service all the time. Being a millennial myself, I can say that this is true because I tend to have Spotify on while I shower, drive, use other social, etc.
Check out this infographic from Spotify that provides more detail about the music streaming habits of millennials…
As you can see, the average millennial that uses Spotify spends 143 minutes per day streaming music on the platform. One of the reasons Spotify has been successful amongst millennials is because of the social media elements that have been added to the platform. For example, you can add friends on Spotify, create playlists, share playlists with friends, and follow other peoples’ playlists. As Facebook and Twitter lose favor with millennials, they will increasingly be seeking new social platforms that they can connect with their friends in unique ways. Being able to share the music they love with their friends is one of Spotify’s strongest competitive advantages.
Spotify is an ideal platform for marketers to reach millennials. If a user isn’t signed up for premium, then they are exposed to advertisements every thirty minutes of use, and remember they spend an average of 143 minutes per day using Spotify!
If you’re serious about marketing to millennials on Spotify, read about how their UI/UX appeals to millennials.
Spotify for Marketers 