Spotify Newsletter #237

Your Weekly Dose of Spotify News

Dec 23, 2024

Warm wishes to you and your family this holiday season. 😀

★ SPOTlight

⭐️ Audio is incidental: Why Spotify wants to become a creator ecosystem

Per MIDiA’s ‘2025 Predictions’ report, as hypo-attention increases, the efficacy of digital advertising declines. The more content there is, and the more that content asks for attention, the harder it is to get consumers to pay attention to any one piece of content for long enough to convert that consumer. In other words, the harder it becomes to get consumers straight to the bottom of the marketing funnel to purchase or consume something being marketed to them.

⭐️ Spotify Shares the Scoop of 2024 Music Trends

2024 is by far the most sonically diverse year, according to Spotify. These are the genres that have drawn millions of listeners this year.

⭐️ The Most Streamed Album on Spotify, for Each of the Last 10 Years

The graphic visualizes the top-streamed albums on Spotify from 2014 to 2023 using data from Spotify, Complex, Wikipedia, and Visual Capitalist estimates.

⭐️ Spotify leads US digital audio competition by more than 50 million listeners

Almost three in 10 people in the US (30.3%) are Spotify listeners, per our September 2024 forecast, and that share will slowly grow through the end of our forecast period in 2028.

⭐️ Spotify VP of markets & subscriptions, Gustav Gyllenhammar: “What would it take to build a service that is loved by a billion subscribers globally?”

Gyllenhammar talks about moving Spotify from 6 million subscribers to over 250 million in 11 years, how societal attitudes to all forms of subscription are changing, why free will remain critical to Spotify’s subscriber growth potential, where making free better will actually make Premium more desirable, and where the free/Premium tension is become more nuanced based on where in the world the audience is.

⭐️ How Spotify won over media planners using... Excel spreadsheets

Spotify is so much more than an audio platform. It has visual ads… it’s interactive, collaborative and highly engaging and its ROI goes way beyond numbers on a spreadsheet. To break through, we had to find a way to hack the RFP process and change the conversation… showing media planners and the entire marketing industry why Spotify Advertising goes beyond just plain digital audio.