1. Spotify's
Our way of making our products
reach our customer's hands
Global
Growth Story
2. Understanding the demographics of
Spotify users
Usage of Spotify users around the
world
Market share
Conversion of premium subscribers &
revenue in 2021
Key takeaways:
Today's
Agenda
Forecast
Podcast industry in the US
Empathy Map
3. Demographics
Spotify Users by Gender
In terms of gender, males account for 56% of
Spotify users, while females account for 44%.
4. Spotify Users
by Age
• Millennials account up 9% of Spotify
subscribers, with 26% of those under the
age of 24.
• Spotify is also popular among seniors,
with 19% of its users being 55 or older.
5. Share of Spotify users around the world
Europe accounts for 35% of
Spotify's user base.
• In the United States, Spotify is the most popular
app for listening to podcasts.
• Spotify boasts 78.5 million users in the United
States, with more on the way.
•
6. Market Share
Spotify continues to be the
market leader in music
streaming.
In reality, it has 36 percent of the global market share, with
Apple Music's nearest competitor having 18 percent:
7. Premium subscribers went
down by
Spotify’s subscriber base has increased dramatically in
the last few years and has more than doubled since
early 2017 but the number of subscribers went down in
2021.
IN 2021
12%
9. The data reveals that in Texas, 8
percent of downloads of the 21
large-volume podcast shows
included in the study were
downloaded via Spotify's app. For
Florida, this figure stood at 8.2
percent, whereas the largest share
of downloads of such podcasts
made via Spotify's app was done in
Nevada.
Percentage of
downloads of
Podcasts
10. Forecast
By 2023, Spotify expects to
have 98.8 million monthly
active users worldwide.
Spotify is expected to
overtake other prominent
rivals in the next years, with
projections of 98.8 million
subscribers in the United
States by 2023:
