This document provides a market analysis of Spotify focusing on artist payout and relationships. It summarizes that artists calling on fans to stop streaming their music or cancel subscriptions could significantly impact Spotify's revenues and market share. Rising protests against Spotify's low payout rates led by organizations like the Union of Musicians and Allied Workers could also ignite a larger boycott. The document recommends Spotify extensively research competitors' payout systems and implement an ethical code in partnerships to improve relations with artists and prevent potential issues.
Spotify Marketing Campaign for Marketing Theory & Practice Mary Peters
Spotify provides a music streaming service used primarily by millennials since they seek a trendy and personalized music experience. Since it was launched in 2008, it has over 140 million users with 60 million users paying for its premium service, used in over 60 different countries, and gives its users access to a library of music of more than 40 million songs. Spotify’s biggest competitors are Apple, Amazon, and Pandora. It differentiates itself by orienting its features around creating a truly personalized listening experience after purchasing a premium subscription which allows for offline streaming, ad-free listening, unlimited song skips, and complete control over their listening experience.
Final MBA Presentation of Spotify based on a case study. It reviews the company's status and has recommendations on what strategically, their next move should be.
This document presents a marketing plan for launching the music streaming service Spotify in India. Section 1 provides an overview of Spotify as a global company. Section 2 analyzes the market opportunity in India, including over 200 million smartphone users and competitors like illegal downloads. The goal in Section 3 is to launch Spotify in India and gain at least 10 million app downloads within a year. Section 4 outlines the strategy, targeting all music lovers by satisfying their need for music access across any device. Sections 5 and 6 detail the tactics for product, pricing, promotion, and operations to achieve the goal, including establishing infrastructure and partnerships by March 2017 and launching the app in October 2017.
Analysis of Spotify's Customer Management Framework for all phases: development, creation, growth and retention.
Recommendations focusing on some executional and strategic issues.
My group and I researched Spotify, who is currently dominating the online streaming industry. In our project we were able to find Spotify's value proposition and target market. Using this information, we were able to discuss and evaluate their current digital marketing strategies and how they could improve. We also provided a competitive analysis against their two main competitors, Apple Music and Pandora.
Spotify targets three main consumer groups - average millennials, tech early adopters, and moms. The average millennial, represented by Sam, uses Spotify for its wide music selection and convenience across different platforms. Tech early adopters, like Dan, seek the latest music trends to enhance their performance and social status. Moms such as Jessica rely on Spotify's large library and curated playlists for different activities and times of day to entertain and calm their families. Spotify aims to meet the needs of these groups through its "freemium" model with advertising or premium subscriptions.
Spotify is the largest on-demand music streaming service in the world with 140 million active users and 60 million premium subscribers. It operates on a freemium model where basic services are free with ads and premium subscriptions unlock additional features like ad-free listening and offline playback. The massive amount of data from tens of millions of daily Spotify users allows the company to develop customized products and services based on user behavior patterns and preferences.
Toyota is a Japanese automotive manufacturer founded in 1937 by Kiichiro Toyoda. Their social media strategy includes producing short branded videos, monitoring social media, and using Pinterest to improve their brand appeal. Their market planning focuses on being green, promoting safety, and providing low operating costs, as they work to lead the future of mobility globally.
Spotify Marketing Campaign for Marketing Theory & Practice Mary Peters
Spotify provides a music streaming service used primarily by millennials since they seek a trendy and personalized music experience. Since it was launched in 2008, it has over 140 million users with 60 million users paying for its premium service, used in over 60 different countries, and gives its users access to a library of music of more than 40 million songs. Spotify’s biggest competitors are Apple, Amazon, and Pandora. It differentiates itself by orienting its features around creating a truly personalized listening experience after purchasing a premium subscription which allows for offline streaming, ad-free listening, unlimited song skips, and complete control over their listening experience.
Final MBA Presentation of Spotify based on a case study. It reviews the company's status and has recommendations on what strategically, their next move should be.
This document presents a marketing plan for launching the music streaming service Spotify in India. Section 1 provides an overview of Spotify as a global company. Section 2 analyzes the market opportunity in India, including over 200 million smartphone users and competitors like illegal downloads. The goal in Section 3 is to launch Spotify in India and gain at least 10 million app downloads within a year. Section 4 outlines the strategy, targeting all music lovers by satisfying their need for music access across any device. Sections 5 and 6 detail the tactics for product, pricing, promotion, and operations to achieve the goal, including establishing infrastructure and partnerships by March 2017 and launching the app in October 2017.
Analysis of Spotify's Customer Management Framework for all phases: development, creation, growth and retention.
Recommendations focusing on some executional and strategic issues.
My group and I researched Spotify, who is currently dominating the online streaming industry. In our project we were able to find Spotify's value proposition and target market. Using this information, we were able to discuss and evaluate their current digital marketing strategies and how they could improve. We also provided a competitive analysis against their two main competitors, Apple Music and Pandora.
Spotify targets three main consumer groups - average millennials, tech early adopters, and moms. The average millennial, represented by Sam, uses Spotify for its wide music selection and convenience across different platforms. Tech early adopters, like Dan, seek the latest music trends to enhance their performance and social status. Moms such as Jessica rely on Spotify's large library and curated playlists for different activities and times of day to entertain and calm their families. Spotify aims to meet the needs of these groups through its "freemium" model with advertising or premium subscriptions.
Spotify is the largest on-demand music streaming service in the world with 140 million active users and 60 million premium subscribers. It operates on a freemium model where basic services are free with ads and premium subscriptions unlock additional features like ad-free listening and offline playback. The massive amount of data from tens of millions of daily Spotify users allows the company to develop customized products and services based on user behavior patterns and preferences.
Toyota is a Japanese automotive manufacturer founded in 1937 by Kiichiro Toyoda. Their social media strategy includes producing short branded videos, monitoring social media, and using Pinterest to improve their brand appeal. Their market planning focuses on being green, promoting safety, and providing low operating costs, as they work to lead the future of mobility globally.
Presentation on Marketing Plan of Spotify extending it's services to India created by Abhinav.U, IIT Madras, during a Marketing Internship by Sameer Mathur
Spotify offers an instant music streaming service for free with ads or without ads through a paid subscription. It uses a freemium model to generate revenue. The presentation will research Spotify's marketing strategies, including using buyer personas and content like blog posts and emails to understand users. It will also examine Spotify's mobile and website layouts, as well as advertising approaches such as display, search engine, and social media marketing.
This document provides an overview of the social media platform TikTok. It discusses TikTok's products like short 15-60 second videos and AI generated content. It introduces the persona of Keith, a 15 year old user of TikTok. It also outlines TikTok's business model of using ads and in-app purchases, leadership under Zhang Yiming, and history originating from musical.ly which was acquired by ByteDance in 2017 and merged with their existing app Douyin to become TikTok. Key competition and factors for success like influencers, viral trends, and AI generated content are examined. Current COVID-19 popularity and future challenges around security, differentiation, and US-China tension are also summarized.
Spotify allows free streaming of music on MP3 devices without ads or need for downloads, giving it an advantage over iTunes. However, Spotify is not compatible with Apple devices like iPhones and iPads, and it can be difficult to find individual songs. Spotify also faces threats from competitors like Apple Music and free alternatives like MOG, as well as potential lawsuits from artists.
PowerPoint presentation about the most popular music streaming app nowadays: Spotify.
Type of file: .pptx
Fonts: "Montserrat Black" and "Montserrat Light"
Theme made by me.
Disclaimer: I don't own Spotify, this is a simple school presentation.
The document discusses Spotify's "freemium" business model. It summarizes that Spotify aggregates music content from rights holders and distributes it to consumers for free with ads or through a subscription without ads. Spotify's model has generated billions in revenue and disrupted the traditional music industry model. It provides value to both music listeners and advertisers through its multi-sided platform approach.
Spotify targets three main consumer groups - average millennials, tech early adopters, and moms. The average millennial, represented as Sam, uses Spotify for its wide music selection and convenience across different platforms. Tech early adopters, like Dan, seek the latest music trends to enhance their performance and social status. Moms such as Jessica rely on Spotify's large library and curated playlists for different activities and times of day to entertain and calm their families. Spotify aims to meet the needs of these groups through its "freemium" model with advertising or premium subscriptions.
This creative brief outlines a marketing campaign for Spotify to promote Cardi B's new album and increase streaming among millennials and Gen Z. The campaign budget is $650,000 and will run from April to July 2018 primarily through online, social media and TV advertisements. The primary target is millennial Spotify users aged 18-32 who are fans of Cardi B and hip hop/rap music. The campaign aims to leverage Cardi B's popularity to drive new premium subscriptions and revive Spotify's share of the millennial streaming market.
This document provides a summary of the political economy analysis of the popular social media platform TikTok. It discusses TikTok's history and growth, issues around its ownership structure between Chinese company ByteDance and American companies like Oracle and Walmart. It also analyzes how TikTok users both create and consume content on the platform, and how the app became influential in culture during COVID lockdowns. Finally, it compares TikTok to major US social platforms and discusses China's growing influence in media globalization through platforms like TikTok.
Purple Innovation: A Rising Digitally-native Brand Unicorn Hiding in Plain SightDrew Peng
The following presentation attempts to outline both the opportunities and challenges faced by the Company and its new management team as it seeks to capture its fair share of the rapidly emerging, digitally-native mattress market. While Purple faces challenges as it emerges from startup mode, the opportunities to grow into a profitable, truly differentiated player are massive and importantly, not merely hypothetical or speculative. As a small-cap, public company with minuscule non-founder free float, Purple is not well covered by sellside analyst research. This presentation hopefully serves as a good overview of the Company, its competitive position, challenges, and future prospects based on readily-available public information.
Spotify was founded in 2006 by Daniel Ek and Martin Lorentzon to make music available to everyone legally through a streaming service. It has since grown to have over 24 million active users who listen for many hours each day. Spotify offers both an ad-supported free tier and a paid premium subscription. Spotify Ads works with brands to connect with Spotify's large user base through various advertising options like audio, display, and branded playlists.
India , 2015
Growth in Smartphone penetration and improvement in Internet speed in India provide opportunities for Over-the-Top (OTT) providers but the market is still in an emerging state
The document outlines an activation proposal for a new Panadol Muscle & Joint Patch product launch. The objectives are to introduce the new patch variant, educate consumers on its usage and benefits, and induce trial. The proposal suggests making patch usage trendy and acceptable for urban lifestyles. It then recommends activating the product through a "Hidup Bebas Nyeri" campaign using various tools like a viral editorial, office and sports venue activations, and an interactive microsite to generate awareness and trial of the new patch.
A Digital Marketing Strategy for Spotify Maura Hickey
This is a digital strategy for Spotify, delving into a situation analysis, customer analysis, competitor analysis, external factors, objectives, digital marketing channels strategy and tactics, measurement and control and strategy implementation.
Spotify is a music streaming service launched in 2008 in Stockholm, Sweden. It has a freemium model where basic use is free with ads and a premium subscription removes ads. A SWOT analysis found strengths in quality, partnerships and variety, while weaknesses included the cost of the freemium model. Opportunities existed in streaming becoming mainstream and growth potential, while threats included aggressive competitors and varying price structures. A social media analysis of tweets found users praising playlists and songs, promoting new music, and complaining about ads. A survey of 72 users found satisfaction was driven by playlist creation for all and ad-free listening for premium users, and users were likely to recommend Spotify.
Sprite originated in Germany in the 1960s and is now one of the top-selling lemon-lime soft drinks worldwide. It is known for its crisp, clean taste and quenching thirst. While Sprite has strong brand equity and associations with youth culture through campaigns like "Sprite Nights", research found some campaigns were confusing and less memorable than 7Up's iconic Fido Dido mascot. Recommendations include differentiating packaging from 7Up, introducing a unique mascot, and pursuing co-branding opportunities to strengthen Sprite's brand identity.
The document provides an overview of potential new features and initiatives that could enhance the Spotify platform from the perspective of a product owner, Phil DiCorpo. It outlines several refinements such as playlist annotations and activity feed comments. New features proposed include customized artist pages, an upcoming shows playlist, and a virtual DJ experience. Big bets include an advanced recommendation engine using topological data analysis, a 2-sided marketplace for apps, and integration with DJ software. The presentation demonstrates Phil's vision to grow Spotify's business and reinforce its position against competitors.
Spotify conducted an environmental analysis using STEEPLE and SWOT frameworks. The analysis found that while Spotify has many subscribers and a large music catalog, it pays low royalties to artists. Spotify also faces threats from competition and potential loss of music if royalty issues are not addressed. Opportunities exist in expanding services like video and improving the podcast platform. Overall, Spotify caters well to consumers but must improve support for music owners.
Spotify has strengths in its unique app features targeting millennials, targeted advertising using algorithms, and expanding into new markets. However, it faces weaknesses like backlash over Joe Rogan's podcast, criticism of CEO Daniel Ek's handling of issues, and low payout rates angering artists. Opportunities include expanding into VR, supporting LGBTQ+ communities, and using social media. Threats are more generous competitors, copyright lawsuits, and economic challenges from inflation and lower wages. In conclusion, while Spotify leads in market share, it must address weaknesses like payout rates and content to maintain growth and avoid a worsening public relations crisis.
Presentation on Marketing Plan of Spotify extending it's services to India created by Abhinav.U, IIT Madras, during a Marketing Internship by Sameer Mathur
Spotify offers an instant music streaming service for free with ads or without ads through a paid subscription. It uses a freemium model to generate revenue. The presentation will research Spotify's marketing strategies, including using buyer personas and content like blog posts and emails to understand users. It will also examine Spotify's mobile and website layouts, as well as advertising approaches such as display, search engine, and social media marketing.
This document provides an overview of the social media platform TikTok. It discusses TikTok's products like short 15-60 second videos and AI generated content. It introduces the persona of Keith, a 15 year old user of TikTok. It also outlines TikTok's business model of using ads and in-app purchases, leadership under Zhang Yiming, and history originating from musical.ly which was acquired by ByteDance in 2017 and merged with their existing app Douyin to become TikTok. Key competition and factors for success like influencers, viral trends, and AI generated content are examined. Current COVID-19 popularity and future challenges around security, differentiation, and US-China tension are also summarized.
Spotify allows free streaming of music on MP3 devices without ads or need for downloads, giving it an advantage over iTunes. However, Spotify is not compatible with Apple devices like iPhones and iPads, and it can be difficult to find individual songs. Spotify also faces threats from competitors like Apple Music and free alternatives like MOG, as well as potential lawsuits from artists.
PowerPoint presentation about the most popular music streaming app nowadays: Spotify.
Type of file: .pptx
Fonts: "Montserrat Black" and "Montserrat Light"
Theme made by me.
Disclaimer: I don't own Spotify, this is a simple school presentation.
The document discusses Spotify's "freemium" business model. It summarizes that Spotify aggregates music content from rights holders and distributes it to consumers for free with ads or through a subscription without ads. Spotify's model has generated billions in revenue and disrupted the traditional music industry model. It provides value to both music listeners and advertisers through its multi-sided platform approach.
Spotify targets three main consumer groups - average millennials, tech early adopters, and moms. The average millennial, represented as Sam, uses Spotify for its wide music selection and convenience across different platforms. Tech early adopters, like Dan, seek the latest music trends to enhance their performance and social status. Moms such as Jessica rely on Spotify's large library and curated playlists for different activities and times of day to entertain and calm their families. Spotify aims to meet the needs of these groups through its "freemium" model with advertising or premium subscriptions.
This creative brief outlines a marketing campaign for Spotify to promote Cardi B's new album and increase streaming among millennials and Gen Z. The campaign budget is $650,000 and will run from April to July 2018 primarily through online, social media and TV advertisements. The primary target is millennial Spotify users aged 18-32 who are fans of Cardi B and hip hop/rap music. The campaign aims to leverage Cardi B's popularity to drive new premium subscriptions and revive Spotify's share of the millennial streaming market.
This document provides a summary of the political economy analysis of the popular social media platform TikTok. It discusses TikTok's history and growth, issues around its ownership structure between Chinese company ByteDance and American companies like Oracle and Walmart. It also analyzes how TikTok users both create and consume content on the platform, and how the app became influential in culture during COVID lockdowns. Finally, it compares TikTok to major US social platforms and discusses China's growing influence in media globalization through platforms like TikTok.
Purple Innovation: A Rising Digitally-native Brand Unicorn Hiding in Plain SightDrew Peng
The following presentation attempts to outline both the opportunities and challenges faced by the Company and its new management team as it seeks to capture its fair share of the rapidly emerging, digitally-native mattress market. While Purple faces challenges as it emerges from startup mode, the opportunities to grow into a profitable, truly differentiated player are massive and importantly, not merely hypothetical or speculative. As a small-cap, public company with minuscule non-founder free float, Purple is not well covered by sellside analyst research. This presentation hopefully serves as a good overview of the Company, its competitive position, challenges, and future prospects based on readily-available public information.
Spotify was founded in 2006 by Daniel Ek and Martin Lorentzon to make music available to everyone legally through a streaming service. It has since grown to have over 24 million active users who listen for many hours each day. Spotify offers both an ad-supported free tier and a paid premium subscription. Spotify Ads works with brands to connect with Spotify's large user base through various advertising options like audio, display, and branded playlists.
India , 2015
Growth in Smartphone penetration and improvement in Internet speed in India provide opportunities for Over-the-Top (OTT) providers but the market is still in an emerging state
The document outlines an activation proposal for a new Panadol Muscle & Joint Patch product launch. The objectives are to introduce the new patch variant, educate consumers on its usage and benefits, and induce trial. The proposal suggests making patch usage trendy and acceptable for urban lifestyles. It then recommends activating the product through a "Hidup Bebas Nyeri" campaign using various tools like a viral editorial, office and sports venue activations, and an interactive microsite to generate awareness and trial of the new patch.
A Digital Marketing Strategy for Spotify Maura Hickey
This is a digital strategy for Spotify, delving into a situation analysis, customer analysis, competitor analysis, external factors, objectives, digital marketing channels strategy and tactics, measurement and control and strategy implementation.
Spotify is a music streaming service launched in 2008 in Stockholm, Sweden. It has a freemium model where basic use is free with ads and a premium subscription removes ads. A SWOT analysis found strengths in quality, partnerships and variety, while weaknesses included the cost of the freemium model. Opportunities existed in streaming becoming mainstream and growth potential, while threats included aggressive competitors and varying price structures. A social media analysis of tweets found users praising playlists and songs, promoting new music, and complaining about ads. A survey of 72 users found satisfaction was driven by playlist creation for all and ad-free listening for premium users, and users were likely to recommend Spotify.
Sprite originated in Germany in the 1960s and is now one of the top-selling lemon-lime soft drinks worldwide. It is known for its crisp, clean taste and quenching thirst. While Sprite has strong brand equity and associations with youth culture through campaigns like "Sprite Nights", research found some campaigns were confusing and less memorable than 7Up's iconic Fido Dido mascot. Recommendations include differentiating packaging from 7Up, introducing a unique mascot, and pursuing co-branding opportunities to strengthen Sprite's brand identity.
The document provides an overview of potential new features and initiatives that could enhance the Spotify platform from the perspective of a product owner, Phil DiCorpo. It outlines several refinements such as playlist annotations and activity feed comments. New features proposed include customized artist pages, an upcoming shows playlist, and a virtual DJ experience. Big bets include an advanced recommendation engine using topological data analysis, a 2-sided marketplace for apps, and integration with DJ software. The presentation demonstrates Phil's vision to grow Spotify's business and reinforce its position against competitors.
Spotify conducted an environmental analysis using STEEPLE and SWOT frameworks. The analysis found that while Spotify has many subscribers and a large music catalog, it pays low royalties to artists. Spotify also faces threats from competition and potential loss of music if royalty issues are not addressed. Opportunities exist in expanding services like video and improving the podcast platform. Overall, Spotify caters well to consumers but must improve support for music owners.
Spotify has strengths in its unique app features targeting millennials, targeted advertising using algorithms, and expanding into new markets. However, it faces weaknesses like backlash over Joe Rogan's podcast, criticism of CEO Daniel Ek's handling of issues, and low payout rates angering artists. Opportunities include expanding into VR, supporting LGBTQ+ communities, and using social media. Threats are more generous competitors, copyright lawsuits, and economic challenges from inflation and lower wages. In conclusion, while Spotify leads in market share, it must address weaknesses like payout rates and content to maintain growth and avoid a worsening public relations crisis.
This report analyzes the current market for Spotify's premium music subscription service. It examines Spotify's growth in streaming and subscribers and the effect on revenue. Recommendations are provided for Spotify to increase subscriptions and revenue, such as expanding into new markets like China and increasing payouts to artists. However, entering new markets presents challenges from competitors like Tencent. Overall, Spotify needs to adapt strategies to remain the top music streaming platform globally.
This report analyzes the current market position of Spotify and makes recommendations for how it can increase revenues and market share. Spotify is the pioneer of music streaming but relies primarily on subscriptions and advertisements for revenue. It faces competition from Apple Music and needs to diversify its revenue streams through events, better artist connections, and alternate access to its app. The report recommends Spotify focus on these strategies to strengthen its presence in the growing music streaming industry.
Spotify is a music streaming service available on web and mobile devices that allows users to access over 30 million songs. The document discusses what problem Spotify solves for consumers such as integration with existing music libraries, large music selection, social sharing features, and helping to curb music piracy. It also provides a company snapshot, noting Spotify has over 75 million monthly active users, 20 million paid subscribers, and $1.1 billion in revenue in 2014. Challenges discussed include high licensing costs and over-reliance on subscription fees for revenue.
This report analyzes the current financial status and future outlook of Spotify Inc. While Spotify appears strong in the music streaming market with over 200 million users, it has not yet achieved profitability. The report recommends that Spotify diversify its revenue streams by expanding into podcasts, audiobooks, and radio to cover its high operating costs. Specifically, the report suggests Spotify secure exclusive rights to more popular podcasts and analyze expanding into audiobooks by 2023 to help reach profitability and maintain its competitive edge over Apple Music and other rivals.
This document analyzes Spotify's current market position and makes recommendations. Spotify is the world's largest music streaming service with over 200 million users. It generates revenue from subscriptions but pays low royalties to artists, causing some to remove their music. The document recommends Spotify increase royalties to build artist loyalty and consider developing new features to strengthen its position against competitors like Apple Music.
This is an assignment I completed for my Project and Portfolio II: Market Research class at Full Sail University. The objective of this assignment was to create a comprehensive market analysis and make recommendations based on findings and conclusions.
Modi - Sharma - Is Spotify Sustainable in the Music Streaming IndustryAbhinav Sharma
The document provides an overview and analysis of the music streaming industry and Spotify's position within it. It discusses how streaming has grown significantly in recent years to account for 27% of total US music industry revenue in 2014. Spotify is examined as one of the fastest growing and most popular streaming services, but it operates at a loss. Several factors that contribute to Spotify's losses are explored, including low royalty rates for artists. The document also briefly summarizes other major players in the streaming market like YouTube, iTunes, and Pandora.
This market analysis report provides an overview of Spotify's current financial standing and subscriber numbers. Spotify achieved a record 138 million Premium Subscribers in Q2 2020. While Spotify is performing well financially, its largest competitor Apple Music is gaining subscribers. The report recommends that Spotify introduce a new feature called "Stans Corner" to allow artists to directly engage with fans, ensuring Spotify retains its subscribers against competitors.
In this slide deck, I summarize and discuss the history of Spotify as told by the researchers and authors behind the book "Spotify Teardown: Inside the Black Box of Streaming Music" by Maria Eriksson, Rasmus Fleischer, Anna Johansson, Pelle Snickars and Patrick Vonderau (published by MIT Press).
This report analyzes Spotify's current market position and provides recommendations to increase revenue. Spotify primarily makes money from premium subscriptions, which generate 91% of income, but the company reported a net loss in 2020. While Spotify dominates the music streaming market, it risks losing subscribers and artists who are paid less than a penny per stream. The report recommends that Spotify provide more support to artists, expand merchandise offerings, and develop its video podcasting platform to boost revenue.
Spotify Investment Thesis - 5 Feb 2020Mei Zhen Goh
Spotify is an attractive investment opportunity for several reasons: (1) It has a coherent business model that is very cash generative despite being a young company; (2) There are various avenues for growth by reinvesting cash flows; (3) Management has a strong track record of spotting industry trends and executing strategy well. The music streaming industry is still growing and underpenetrated globally, and Spotify is well-positioned to capture further growth through its strong distribution capabilities and low customer acquisition costs. Capable management and various growth initiatives could help improve Spotify's margins over the long run.
In this project, I had to research a company, its background, its products, its market, and learn how to use varied research sources. The company I chose to research was Spotify Technology S.A.
This document provides a brand audit of Spotify, analyzing various aspects of the brand from both Spotify's and consumers' perspectives. It finds that while Spotify has over 75 million active users globally, it lags behind competitors like Pandora in areas like brand awareness and market share in the US. The document recommends that Spotify improve its market share by growing both its free and premium user bases. It also suggests boosting brand awareness through multi-platform advertising campaigns to help Spotify better compete against industry leaders and maintain its growth.
Spotify is a streaming music platform founded in 2006 in Sweden. It has over 422 million monthly active users and 182 million paying subscribers, making it one of the largest music streaming services. Spotify offers access to over 82 million songs and competes with other services like Apple Music and Amazon Music. While Spotify's basic service is free with ads, their premium subscription costs $9.99 per month and provides ad-free listening and additional features. Factors like customer income, competing prices, and expectations in the music streaming market affect Spotify's demand.
This document analyzes Spotify USA and provides recommendations to help Spotify maintain its position as the leading digital music streaming platform. Spotify currently has over 100 million subscribers and 217 million monthly active users. However, to continue growing, Spotify must focus on expanding its product offerings to cater to its target market of 56% female users under age 30. The document recommends that Spotify survey users for feedback, expand content and features, and pay close attention to analytics to guide strategic decision making.
Spotify currently commands a formidable market presence with 406 million subscribers, however, it continues to grapple with financial challenges, posting a net loss of 732 million Euros. While revenue is growing, operating in a competitive landscape and navigating issues like artist royalties contributes to the difficulties achieving profitability. The report recommends Spotify intensify efforts to add in-demand content through exclusive partnerships, further improve personalized recommendations, explore new revenue sources like live events and merchandise, and negotiate transparently with artists to foster positive relationships. A strategic move of integrating full-length music videos through video platform partnerships could help Spotify offer a more comprehensive experience and competitive edge to stay ahead in the industry.
This document provides a market analysis for Spotify Ltd. It examines how Spotify can expand its product line and services by implementing video streaming. The analysis finds that Spotify has over 165 million subscribers but competes in a crowded market. It recommends that Spotify partner with an existing video streaming service like YouTube to offer video content in addition to its current audio streaming. This would help differentiate Spotify's brand and services from competitors like Apple Music.
Spotify is a Swedish music streaming service available worldwide that provides over 30 million songs from major and independent labels. It launched in 2008 and now has over 100 million active users, with 39 million paying subscribers as of 2016. Spotify allows users to browse, search, and play music on desktop and mobile apps. While it faces criticism from artists over compensation, it argues it benefits the music industry more than piracy or less profitable platforms.
Similar to Market Reseach and Analysis - Spotify (20)
Dare and Defy Productions is requesting a license from Artist Records to use the song "That's What Friends Are For" performed by Dianne Warwick, Stevie Wonder, Elton John, and Gladys Knight in the background of their animated show "Friends Forever" about the friendship between a cat and dog. The song would be used for 3 minutes and 6 seconds without changes for a 1 hour, 30 minute episode with worldwide rights for 5 years. Dare and Defy is requesting a price quote and license for a target air date of August 8, 2022.
The document provides technical requirements for an upcoming performance by the musical group PVYNE and the Hidden Gems. It will require a stage, basic lighting and audio equipment, dressing rooms, and security. The show will run approximately 2 hours with an intermission and encore. Technical specifications are provided for lighting, audio, video, staging, crew calls, and catering needs for a group of 15 people.
The document provides details about PVYNE's upcoming Hidden Gems tour, including venue information, specs, contacts, schedules, and hotels for shows in Orlando, Jacksonville, Savannah, Waycross, and Gainesville. Venues range in capacity from 300-1000 people. Stage specs include lighting, audio equipment, microphones, and more. Contact information and directions are given for each venue.
This document compares three music aggregators - DistroKid, TuneCore, and United Masters. It outlines their unique selling points, costs including setup fees and annual/commission fees, pros and cons. DistroKid has the lowest overall fees at $19.99 annually for unlimited releases but lacks some features. TuneCore charges per release and has a $9.99 single/$29.99 album annual fee, and a 10% commission without a subscription. United Masters has a $59.99 annual subscription fee to distribute all music with no commission, and more payment options. The document chooses United Masters for its low fees, number of outlets, and payment policy flexibility.
This document summarizes the revenue projections and profit/loss statement for a musician's crowdfunding campaign and album release. It outlines the artist's current fanbase size and goals, projected unit sales across different product levels, and estimated costs for manufacturing, distribution, marketing and growing their fanbase. The total projected revenue is $135,891 and total estimated costs are $105,002, leaving an estimated profit of $30,889.
Dare and Defy aims to manage independent artists specializing in hip hop, R&B and neo soul. Its target market is 18-28 year old men of color in Orlando making $45,000 working in the service industry. Direct competitors like Olivia Management offer similar services but lack diversity. Indirect competitors like Dreamwalker Music Evolution provide artist development but have weak online presence. The independent music sector is growing but COVID negatively impacted live performances and touring which are major revenue sources.
Kenny Forrel is an R&B artist from Orlando, Florida influenced by hip hop and lo-fi genres. His smooth voice and relatable lyrics about romance appeal to his target demographic of 18-24 year old, single women of color making $20,000-49,000 annually. Forrel started his music career in 2002 and was inspired by his church-oriented family and idols like Usher, Trey Songz, and Maxwell. As an artist, he represents larger men who are underrepresented in R&B music and sees an opportunity in the untapped R&B market through his unique image and sound.
Kevin Liles is an artist manager and music executive from Baltimore, Maryland. He got his start in the music industry working for Def Jam Records in the early 1990s, helping launch the careers of artists like DMX. In 2002, he took over as CEO of Def Jam until 2009. Since then, he has founded his own entertainment company called 300 Entertainment, which represents artists like Trey Songz. He is also known for mentoring and developing the careers of many new artists over the years through his experience and connections in the industry.
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Market Reseach and Analysis - Spotify
1. 1
Page
A Market Analysis for
Spotify
Arianna “Ari” Gonzalez
Full Sail University
Project & Portfolio II: Business and Marketing
April 26 - April 30, 2021
2. 2
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EXECUTIVE SUMMARY
Spotify is a music streaming service that allows its subscribers to listen to everything its
vast catalog of music for one low monthly price. The company is originally Swedish, founded in
2006 in Stockholm was founded by Daniel Ek (owns 18.2% of Spotify shares) and Martin
Lorentzon (owns 11.8% of Spotify shares). (Parsons, 2018) The problem facing Spotify that will
be discussed in this analysis is artist payout and artist’s relationships with the company.
The research gathered for this analysis was conducted over the course of approximately a
week and utilized mainly external information. All information was published with in the past
five years and was conducted by using both basic and specialized search engines.
The main key findings from the research are firstly, that artists have the power to
persuade their fans to one, stop streaming their music on Spotify and two, asking them to cancel
their subscriptions entirely which can be seen in situations like Anita Baker’s. Second, if more
of the protests like the ones created and promoted by the Union of Musicians and Allied
Workers are seen and backed by major artists Spotify could again, see huge numbers of un-
subscriptions and drastically lower use and engagement by those who do stay subscribed.
Finally, is that consumers want to not only spend responsibly but also be con
f
ident that the
creators of what they consume are rightfully compensated.
With that, it can be concluded that, Spotify’s artists payout and controversy
surrounding it could result in Spotify losing customers and revenue due to intense fan
loyalty to artists coupled with those artist’s calls to stop streaming their music on Spotify or
supporting the streaming service entirely. The same result could also occur due to the rising
3. 3
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number of protests and outspoken creators against Spotify could ignite a larger scale protest or
boycott of Spotify by artist and users or because Spotify users are inclined to unsubscribe simply
to make more ethical spending choices, or stand in solidarity with the protesting artists.
Recommendations for Spotify that would serve as preventive measures are for Spotify to
conduct extensive research on the artist payout systems of leading competitors and for Spotify to
implement an ethical code used when creating and maintaining partnerships, licensing and
agreements.
4. 4
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OBJECTIVE
The problem facing Spotify that will be discussed in this analysis is artist payout and
artist’s relationships with the company. Though at first hand glance this may seem an
unnecessary conversation for Spotify, this is an ethical dilemma that can have detrimental effects
to the company and demand for it.
The music industry is a rapidly changing one and recently there’s been a large shift to
independence for artists.
It’s widely known that many musicians have qualms with labels and this attitude is also
being adopted towards streaming, especially the leading service, Spotify. Many artists feel
cheated, and Spotify’s extensive licensing with labels puts an extra strain on this.
Finally, artists often interact with their fans through social media and are not afraid to
post their issues and wishes for their entire base to see. The industry has recently seen many
artists do this in relation to streaming in fact, directly asking their fans to stop streaming their
music or cancelling subscriptions completely. Furthermore Spotify has seen bonafide protest
from artists regarding revenues which could lead to them pulling their discographies from
Spotify’s catalog. If these actions were to happen en mass, it would hijack Spotify’s operations
from data collection to basic revenues. Therefore, it’s important for Spotify to study the payout
systems of competitors, and act in order to change its relationships to labels and artists into order
to prevent this.
5. 5
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RESEARCH METHODOLOGY
The research used in this analysis is mostly external and has been published with in the
past five years. The information was gathered over the span of a week and was gathered using
basic search engines like google as well as more exclusive platforms like Nexis Uni.
Finally, the only challenges that came up in the research process was that it's difficult to
find specificities of Spotify’s licensing agreements with labels.
RESEARCH AND KEY FINDINGS
Spotify is a music streaming service that allows its users to listen to its vast catalog of
music for one low monthly price. The platform is the leading streaming service and provides not
only music but podcasts, videos and lyrics on select songs. Spotify is originally a Swedish
company, founded in 2006 in Stockholm was founded by Daniel Ek (owns 18.2% of Spotify
shares) and Martin Lorentzon (owns 11.8% of Spotify shares). (Parsons, 2018) Currently the
head office is now in London, but, “…much of its research and development remains in
Stockholm.” (Parsons, 2018, p. 9) Spotify’s operational streaming service was launched later, in
2008.
As the company has the most users and popularity compared to its competitors, Spotify
also has the potential to fall the hardest and see their market share shift to competitors. The way
this is most likely to happen is through the issues caused by Spotify’s notoriously low payout
rates to artists/ musicians.
6. 6
Page
The first way Spotify’s royalty rates for artists can detrimentally affect the company is by
artists imploring their fans to one, stop streaming their music on Spotify and two, asking them to
cancel their subscriptions entirely. Stan culture has shown how loyal artist fans are and with
competitors price matching Spotify’s services, the average consumer would have to also have
extensive brand loyalty towards Spotify to choose the company over their favorite artist. An
example of this is Anita Baker’s plea with her fans to stop the Spotify streaming of her entire
discography. This was an effort to rectify qualms she had with her label but her words and
sentiments clearly showed a distaste for Spotify it self. She explains in a tweet, “…2020
Streaming rate $0.003 - $0.005 1/3rd - 1/2 A PENNY Per Stream, for Artist. minus... *fees *taxes
*ect. ect. ect. They need to Leave me alone”. (Baker, 2021) If Spotify saw a group of its largest
artists do the same, this would detrimental to its data collection efforts, revenues and overall
marketshare.
Second, are musician led protests against Spotify. A grub that has been organizing and
promoting these events is the Union of Musicians and Allied Workers, a fairly newer Union
with goals of tackling “…the inequality of corporate power in the streaming environment
and seek to build solidarity with other workers engaged in this struggle.” (Roberts, 2021, p.
11) This group has staged multiple protest which gained attention from press and spread
awareness about Spotify’s practices regarding artist payout. If more of these protest where
seen and backed by major artists Spotify could again, see huge numbers of un-subscriptions
and drastically lower use and engagement by those who do stay subscribed.
Consumers can corroborate the claims of these artists and groups mainly because
Spotify remains the largest, most popular streaming service and still has the third lowest
8. 8
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Spotify knows it has a problem with how it’s perceived by artists, that’s why they
launched the Loud and Clear website, which aims to give transparency about the economics of
streaming and its own practices regarding royalties and payouts. Though it could be argued, this
initiative has done
little to nothing to
improve Spotify’s
standing with artists
because Spotify’s
payout rates have
dropped over the years, and the company has refused to increase them upon
being asked. Members of the perviously discussed organization Musicians and Allied Workers
have explained that “…Spotify has failed to meet any of our demands. The company
consistently de
f
lects blame onto others for systems it has itself built…” (Smith, 2021, p. 5)
They go on to state, “ ‘We asked for transparency, but this website” – meaning Loud and
Clear – ‘answers none of our questions about the sources of Spotify’s income in addition to
subscriptions and ads, payola schemes for playlist and algorithm prioritization, or the
terms of their contracts with major labels.’” (Smith, 2021, p. 6)
Appendix .C
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CONCLUSIONS
It can be concluded that with intense fan loyalty to artists coupled with those artist’s calls
to stop streaming their music on Spotify or supporting the streaming service entirely could lead
to Spotify seeing large amounts of subscribers leaving which would drastically affect the
company in multiple different ways. For example, data collection, revenues and payout systems,
and their overall market share in the streaming industry.
It can also be concluded that the rising number of protests and outspoken creators against
Spotify could ignite a larger scale protest or boycott of Spotify by artist and users. Artists could
be inclined to pull their discographies from the platform and begin using a different one, for
example Spotify’s leading competitor Apple Music (which matches Spotify’s price) where their
fans would follow. Users may also be inclined to unsubscribe simply to make more ethical
spending choices, or stand in solidarity with the protesting artists because they believe in their
message.
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RECOMMENDATIONS
With all of the research, findings and conclusions in mind, the recommendations are as
follows. The main pillar to making sure Spotify can practically and responsibly change its
payout practices and better the relationship it has to artists in a cost effective way is by
conducting extensive research on leading competitor’s artist payout systems. This could help
Spotify begin the process of showing artists and their supporters they are acting for real change.
This research would ideally be conducted throughout a period of sic months at which point it
would be analyzed and implemented.
Finally, Anita Baker’s call for action and public expression of her distaste for both
Spotify and music labels shows that Spotify may need to review and reflect on their partnerships
and agreements with record labels. It could be recommended that Spotify implements and ethical
code when working with these companies to ensure that they are not unknowingly contributing
to artist exploitation. This would entail Spotify and its board of directors having a very serious
conversation on the values of the company. The code would set specific criteria chosen by the
brad of directors that labels must abide by in order to create and maintain partnerships,
agreements, and licensing with Spotify. Ideally this implementation of ethical codes would be
constantly being edited and changed in order to best serve the company, artists and consumers.
These efforts are all rooted in the goal of prevention. Spotify is currently on top of the
game in their industry but artists and their supporters are not getting quieter about their qualms
and creating solutions to issues before they reach their climax is the best way to deal with and
learn from said issues.
11. 11
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REFERENCES
Baker, A [@iamanitabaker]. (March 9, 2021). *Correction 2020 Streaming rate $0.003 - $0.005
1/3rd - 1/2 A PENNY Per Stream, for Artist. minus... *fees *taxes *ect. ect. ect. They
need to Leave me alone [tweet]. Twitter. https://twitter.com/IAMANITABAKER/
status/1369429312630308864
Parsons, J. (April 3, 2018). History of Spotify: how the Swedish streaming company changed the
music industry. Mirror. https://www.mirror.co.uk/tech/history-spotify-how-swedish-
streaming-12291542
Randall Roberts. (April 19, 2021 Monday). Spotify pay rate still strikes discord; Managers and
Apple Music chime in as musician-led protests push for change.. Los Angeles Times. https://
advance-lexis-com.oclc.fullsail.edu/api/document?collection=news&id=urn:contentItem:62GB-
CYS1-JBFS-C4MV-00000-00&context=1516831.
Smith, D. (March 31, 2021). Spotify Refuses to Offer Penny-a-Stream Royalty Payments to
Artists. Digital Music News. https://www.digitalmusicnews.com/2021/03/31/spotify-refuses-
penny-per-stream/
Uzzel, M. (March 15, 2021). Anita Baker Asks Fans To Stop Streaming Her Music In Efforts to
Retrieve Her Masters. Essence. https://www.essence.com/articles/anita-baker-
masters/
12. 12
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APPENDICES
Appendix .A: Graph on artist payout for different streaming services [photograph]. (December
25, 2018). https://www.digitalmusicnews.com/2018/12/25/streaming-music-services-
pay-2019/
Appendix .B: Pie Chart on user sentiments [photograph]. (March 5, 2020). https://medium.com/
@vhamersky/why-spotify-is-the-best-streaming-platform-just-not-for-small-
artists-77d6bf7f031c
Appendix .C: Graph on Spotify Premium U.S. Revenues and Mechanical rates [photograph].
(May 16, 2017). https://www.digitalmusicnews.com/2017/05/16/spotify-audiam-low-
rates/