The music you stream says a lot about who you are
Spotify research measures audience buying habits based on their music choices.
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.