Spotify’s Tom Kitchen: Understanding music consumption in the digital age

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Tom Kitchen discusses the growth and audience of music consumption in this digital age, how it has changed in the past and how it is going to change in the future.

Tom Kitchen discusses the growth and audience of music consumption in this digital age, how it has changed in the past and how it is going to change in the future.

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  • 1. July 11, 2014July 11, 2014 Understanding Music Consumption in the Digital Age
  • 2. News and campaigns from around the world News and campaigns from around the world THE AGENDA The Pirates. Not an eye patch in sight. The Growth. The Spotify journey. The Audience. Getting to know them better. The Mainstream. Collaborating to play to more.
  • 3. Piracy isn’t new Lars Ulrich on the danger of Napster in 2000” “95 per cent of music downloads [globally] are unauthorised, with no payment to artists and producers”. - IFPI Digital Music Report 2009 Lars Ulrich, Chuck D And Charlie Rose On Napster In 2000
  • 4. 4
  • 5. News and campaigns from around the world News and campaigns from around the world THE AGENDA The Growth. The Spotify journey.
  • 6. 40 MILLION A C T I V E U S E R S 10 MILLION S U B S C R I B E R S 5M Playlists created/updated daily 1.5B Playlists created to date 24M Songs available
  • 7. South America Just Got Greener 150KRegistered Users 350KOn waitinglist 250KTastemakers Advocates 57 We’re live in 57 countries across the globe!
  • 8. News and campaigns from around the world News and campaigns from around the world THE AGENDA The Audience. Getting to know them.
  • 9. Music Moments In Car At Home At Work Working Out Public Transit 17% of commuters listen to streaming audio in their car More than 42% of music listening at home is online 23% of users are stream online at work 22% of streaming 
 music is at the gym 14% of streaming is done on public transit Source: Confidential Spotify internal data, Q4 2013
  • 10. We’re a BIG part of our audience’s life. Source: Non-Spotify data per Pew Research study - “Frequency of Social Media Use” 2013. Spotify internal data LinkedIn Tumblr Facebook Spotify 148 16 40.8 Minutes per user/day 44% mobile 56% desktop
  • 11. Bit of sunshine? BBQ! 01/06/2012 01/08/2012 01/10/2012 01/12/2012 01/02/2013 01/04/2013 May 5th May 4th
  • 12. ...and on the subject of May 4th.01/06/201201/07/201201/08/201201/09/201201/10/201201/11/201201/12/201201/01/201301/02/201301/03/201301/04/201301/05/2013
  • 13. THE ECHO NEST DATA API Music Content Understanding Music Discovery & Playlisting Taste Profiles & User Insights
  • 14. Introducing Taste Profiles THE ECHO NEST DATA API
  • 15. Say hello to Music Clusters THE ECHO NEST DATA API
  • 16. Moments + ActivitiesAudience Context Demo Music Data Device Sentiment Social
  • 17. Affinity Prediction Using Music THE ECHO NEST ‣Predictive models trained to score each user’s affinity for IAB Lifestyle categories. ‣Each model outputs an affinity score for each Lifestyle category. ‣Predictive models continually trained and validated against ground truth survey data.
  • 18. News and campaigns from around the world News and campaigns from around the world THE AGENDA The Mainstream. Collaborating to play to more.