The New Audio. Reaching the Spotify Listener in Turkey Kerli Nurmoja Spotify

1. Sound Investment:
The New Audio Marketplace
#SpotifyBrands
Spotify Webrazzi 2015

2. The World Is Pressing Play With Spotify
Spotify internal data, 2015
58
Markets worldwide
75M
Active users
20M
Paying subscribers
+30M
Songs available

3. Ubiquity, from car to living room
On the couch. On the go.On the road.

4. What is changing?
FOR BRANDS

5. From ownership to access
My Vacation Home My Ride My Home Theatre

6. “Rockabillies” “Hippies” “Punkers”
From exclusive communities…

7. Classic Rock Pop Hip Hop
…to individual genres

8. …and co-created content

9. Why is the streaming audience
important for brands?
FOR BRANDS

10. Streamers want to hear from brands!
1.5X 2X 2XMore likely to think
positively about brands.
More likely to feel
emotionally connected
to brands.
More likely to be brand
advocates.
Source: Spotify and comScore, Brand Impact Study 2014, US streamers vs. non-streamers
More willing to
pay more for a
brand
3x

11. So, a new audience is arising and content
distribution models have changed…
…have your media strategies?

12. Reaching the Spotify Listener in Turkey
The New Audio

13. * The data presented in this study is based on the online population in Europe (79% of the total population.)
Respondents were surveyed with standardised questionnaires including market-specific input through TNS online panels.
We wanted to know
How does the reach of Spotify’s free service
in Europe compare to radio?
How does the Spotify free audience
differ from the radio population?
Is Spotify’s free audience listening
behaviour different from the radio audience?
10 markets surveyed
Timeframe: May-June 2015
20,000+ respondents ages 15-64
(at least 2,000 respondents per market)
Spotify Free users compared to the radio population (the
subsequent use of “Spotify” throughout refers specifically to
Spotify Free and its free users)
01
02
03

14. Consumer awareness
N=2016 online interviews
49%of the
online population
in Turkey know
Spotify 15-24 25-34 35-44 45-54 55+
21%
31%
44%
60%
67%
Even higher awareness amongst millennials

15. Spotify is the largest digital music service
in terms of weekly reach
Spotify
(Free)
iTunes
Soundcloud
Deezer
(Premium+Free)
8.2%
8.3%
17.7%
20.1%20,1%
N=2016 online interviews

16. Spotify Free is the 10th largest ‘radio station’
in terms of weekly reachPOWERTURK
POWERFM
KRALFM
NUMBERONEFM
JOYTURK
SLOWTURK
SUPERFM
BESTFM
ALEMFM
SpotifyFREE
SHOWRADYO
JOYFM
METROFM
RADYOVIVA
VirginRadio
TRT-3
AþikRadyo
LOUNGEFM
RADYOEKSEN
KARMATURK
LUXURYLOUNGE
1%1%2%2%2%
6%
9%9%
18%18%
20%20%
22%
24%24%24%25%
27%28%
32%
38%
N=2016 online interviews
Segment
15-64

17. N=1004 online interviews
POWERTURK
POWERFM
NUMBERONEFM
JOYTURK
KRALFM
SpotifyFREE
SLOWTURK
SUPERFM
BESTFM
ALEMFM
JOYFM
METROFM
SHOWRADYO
VirginRadio
RADYOVIVA
TRT-3
KARMATURK
RADYOEKSEN
LOUNGEFM
AþikRadyo
LUXURYLOUNGE
1%1%2%2%3%
4%
10%
12%
18%19%19%
22%23%24%
28%28%
30%
32%
34%
38%
47%
Segment
15-34
Spotify Free the 6th largest ‘radio station’
among millennials

18. Spotify provides unique added reach.
Segment
15-34
Unique Reach Station
Duplication
Unique Reach Spotify - non paying
N=1004 online interviews
POWER TURK
POWER FM
NUMBER ONE FM
JOY TURK
KRAL FM
SLOW TURK
SUPER FM
BEST FM
ALEM FM
METRO FM
JOYFM
SHOW RADYO
RADYO VIVA
Virgin Radio
TRT-3
LOUNGE FM
RADYO EKSEN
Aþik Radyo
KARMATURKA
LUXURY LOUNGE 1%
1%
1%
1%
1%
3%
7%
7%
12%
12%
13%
15%
16%
17%
18%
20%
21%
22%
25%
33%

19. Spotify provides unique added reach.
Segment
15-34
Unique Reach Station
Duplication
Unique Reach Spotify - non paying
N=1004 online interviews
POWER TURK
POWER FM
NUMBER ONE FM
JOY TURK
KRAL FM
SLOW TURK
SUPER FM
BEST FM
ALEM FM
METRO FM
JOYFM
SHOW RADYO
RADYO VIVA
Virgin Radio
TRT-3
LOUNGE FM
RADYO EKSEN
Aþik Radyo
KARMATURKA
LUXURY LOUNGE 0%
0%
1%
1%
1%
2%
5%
3%
6%
7%
6%
8%
7%
7%
9%
10%
11%
12%
13%
14%
1%
1%
1%
1%
1%
3%
7%
7%
12%
12%
13%
15%
16%
17%
18%
20%
21%
22%
25%
33%

20. Spotify provides unique added reach.
Segment
15-34
Unique Reach Station
Duplication
Unique Reach Spotify - non paying
N=1004 online interviews
POWER TURK
POWER FM
NUMBER ONE FM
JOY TURK
KRAL FM
SLOW TURK
SUPER FM
BEST FM
ALEM FM
METRO FM
JOYFM
SHOW RADYO
RADYO VIVA
Virgin Radio
TRT-3
LOUNGE FM
RADYO EKSEN
Aþik Radyo
KARMATURKA
LUXURY LOUNGE 28%
27%
27%
27%
27%
26%
23%
25%
21%
20%
21%
20%
21%
20%
19%
18%
16%
16%
15%
14%
0%
0%
1%
1%
1%
2%
5%
3%
6%
7%
6%
8%
7%
7%
9%
10%
11%
12%
13%
14%
1%
1%
1%
1%
1%
3%
7%
7%
12%
12%
13%
15%
16%
17%
18%
20%
21%
22%
25%
33%

21. How does the Spotify user differ
from the radio listener?
Unlocking the Valuable
Spotify Audience

22. User demographics
Age
15-24 25-34 35-44 45-54 55+
12%
17%
22%
25%
24%
5%
9%
17%
30%
39%
Spotify Free users Radio Listeners
10%Spotify Users Are
almost 10% more
likely to be highly
educated
13%Spotify Users Are
almost 13% more
likely to have high HHI

23. ✓ Digitally ahead
✓ Social influencers
✓ Innovators

24. In Car
Work/School
Exercising
Reading
Travel
Shopping
2015 Comscore Brand Impact Study
Where radio is consumed…

25. In Car
Work/School
Exercising
ReadingTravelShopping
2015 Comscore Brand Impact Study

26. We are with our users from morning
to night.
Commute Work Study Work Out Friends Party

27. 3 things to remember!
✓ Spotify’s free service has a unique audience reach.
✓ Spotify has a quality audience.
✓ Spotify captures consumer’s attention during different
moments of their daily lives.

28. Teşekkürler
Kerli Nurmoja
kerli@spotify.com