The mu­sic you stream says a lot about who you are

Spo­tify re­search mea­sures au­di­ence buy­ing habits based on their mu­sic choices.

HWM (Malaysia) - - HOT SHOTS -

Spo­tify an­nounced that it has reached 140 mil­lion ac­tive lis­ten­ers world­wide. This is great for the free coun­ter­part of the stream­ing ser­vice be­cause it gets to cre­ate more brand en­gage­ments with the ever grow­ing num­ber of lis­ten­ers. What peo­ple lis­ten to are a re­flec­tion of who they are, or how they feel at a par­tic­u­lar pe­riod in time. Their song selections may in­di­cate their wants, needs and how they in­ter­act with ev­ery­thing around them.

Spo­tify also de­vised a re­search called ‘Un­der­stand Peo­ple Through Mu­sic’, and the ti­tle speaks for it­self. As­pects of the re­search in­clude how peo­ple ac­tively search for un­fa­mil­iar mu­sic, the di­ver­sity of the tunes they lis­ten to, and how they cu­rate their mu­sic.

De­mo­graph­ics such as the mil­len­ni­als, the fit­ness en­thu­si­asts, and the partiers were among the re­search sub­jects an­a­lyzed. Their stream­ing habits are in­ter­con­nected to how they in­ter­act with brands. The re­search sug­gests that mil­len­ni­als are more likely to pay for brands they like, while fit­ness en­thu­si­asts are more prone to im­pulse pur­chases. The re­search also sug­gests that partiers have a higher chance of us­ing mu­sic to im­prove their mood.

Spo­tify's ad­ver­tis­ing sales have in­creased by 50.3 per­cent from 2015 to 2016. The stream­ing ser­vice is very much ahead of its game by working to in­te­grate mu­sic and brand com­mu­ni­ca­tion seam­lessly. With its ex­ten­sive ‘Un­der­stand Peo­ple Through Mu­sic’ re­search, Spo­tify ap­pears to have dis­cov­ered an ef­fec­tive way of tar­get­ing its au­di­ences.

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