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Music for<br />
everyone
The Latest<br />
Numbers<br />
SUBSCRIBERS:<br />
30 million<br />
ACTIVE USERS:<br />
75 million*<br />
REVENUE PAID TO RIGHTS<br />
HOLDERS:<br />
$3 billion<br />
NUMBER OF SONGS:<br />
30+ million<br />
NUMBER OF PLAYLISTS:<br />
2+ billion<br />
NUMBER OF MARKETS:<br />
60<br />
190,000<br />
GLOBAL PARTNERSHIPS<br />
Free users in <strong>Baltics</strong><br />
Source: Internal data
<strong>Spotify</strong> as a media<br />
companion
Listening across moments<br />
throughout the day and across<br />
environments<br />
With global partnerships<br />
bringing you <strong>Spotify</strong>…<br />
Relevant occasions when music<br />
plays an important role in<br />
consumers’ lives.<br />
…At home<br />
Study<br />
14:00<br />
Friends<br />
20:00<br />
…On the go<br />
Commute<br />
08:00<br />
Work<br />
09:00<br />
Work out<br />
15:00<br />
Party<br />
22:00<br />
…On the road<br />
<strong>Spotify</strong> internal data, 2015<br />
desktop mobile tablet
Your audience is<br />
always on.
Audience Breakdown: Estonia<br />
Our audience skew younger in Estonia, with 18-34 as the main audience<br />
group and a big growth among all age groups during last year.<br />
33 %<br />
27 %<br />
18 %<br />
13 %<br />
56K<br />
MAU free in Estonia<br />
6 %<br />
4 %<br />
17 & Under 18-24 25-34 35-44 45-55 56+<br />
<strong>Spotify</strong> free users<br />
They listen across devices.<br />
44% 4% 47% 4%<br />
47 %<br />
Female<br />
Male<br />
53 %<br />
Mobile Tablet Desktop Web<br />
<strong>Spotify</strong> internal data, March <strong>2016</strong>, Estonia
Audience Breakdown: Lithuania<br />
Our audience skew younger in Lithuania, with 18-34 as the main audience<br />
group and a big growth among all age groups during last year.<br />
42 %<br />
25 %<br />
19 %<br />
9 %<br />
3 % 2 %<br />
<strong>Spotify</strong> free users<br />
17 & Under 18-24 25-34 35-44 45-55 56+<br />
71K<br />
MAU free in Lithuania<br />
They listen across devices.<br />
32% 3,4% 59% 6%<br />
46 %<br />
Female<br />
Male<br />
54 %<br />
Mobile Tablet Desktop Web<br />
<strong>Spotify</strong> internal data, March <strong>2016</strong>, LI
Audience Breakdown: Latvia<br />
Our audience skew younger in Latvia, with 18-34 as the main audience<br />
group and a big growth among all age groups during last year.<br />
39 %<br />
29 %<br />
18 %<br />
9 %<br />
4 % 1 %<br />
<strong>Spotify</strong> free users<br />
17 & Under 18-24 25-34 35-44 45-55 56+<br />
63K<br />
MAU free in Latvia<br />
They listen across devices.<br />
40% 4% 51% 5%<br />
Male<br />
51 % 49 %<br />
Female<br />
Mobile Tablet Desktop Web<br />
<strong>Spotify</strong> internal data, March <strong>2016</strong>, Latvia
Leading edge<br />
at the core<br />
<strong>Spotify</strong> users are more likely to be<br />
influencers than followers.<br />
Leading<br />
edge<br />
They love to stay up to date with the<br />
latest things<br />
Like to try new food with a new<br />
taste or appearance<br />
index 114<br />
Like to get to know about new<br />
products quickly so I can use them<br />
index 140<br />
Innovators Early adopters Early Majority Late Majority Laggards<br />
Source: TNS research, 2015
More engagement means<br />
more data<br />
100% authenticated audience<br />
Every action on <strong>Spotify</strong> is associated with a logged-in user.<br />
First-party registration data<br />
Declared demographics, not inference models.<br />
Cross-platform identity<br />
Unified understanding of our highly engaged audience across mobile,<br />
desktop, and connected devices.<br />
1 st<br />
Unparalleled psychographic insights<br />
The world’s best music intelligence unlocks personal tastes and<br />
values, emotional states, daily habits and interests (eg. genres,<br />
lifestyle).<br />
Persistent behavioural data<br />
Lifetime listening data fuels more relevant content recommendations<br />
and more relevant messages from brands.<br />
<strong>Spotify</strong> Internal Data 2015
On the move<br />
Before + after work<br />
How<br />
we<br />
25%<br />
5pm–7pm<br />
Friday<br />
& Wednesday<br />
Highest indexing days<br />
sweat.<br />
Our users choose<br />
from over 9 million<br />
workout playlists.<br />
64%<br />
Desktop<br />
11%<br />
Average listening<br />
Sunday<br />
& Thursday<br />
Highest indexing days<br />
Mobile<br />
Tablet<br />
Midnight 6am Noon 6pm<br />
Especially young professionals<br />
We’re blasting…<br />
And feeling…<br />
38%<br />
35%<br />
51%<br />
Male<br />
31%<br />
1 — Defiant 33%<br />
2 — Excited 25%<br />
13%<br />
7%<br />
7%<br />
17 & Under 18-24 25-34 35-44 45+<br />
Highlights represents above average listening<br />
49%<br />
Female<br />
21%<br />
10%<br />
9%<br />
8%<br />
Pop Rap Indie Rock Alternative Dance<br />
& House<br />
3 — Energizing 8%<br />
4 — Yearing 8%<br />
5 — Urgent 5%
On the move<br />
Before + after work<br />
How<br />
we get<br />
29%<br />
4pm–6pm<br />
Wednesday<br />
& Tuesday<br />
Highest indexing days<br />
there.<br />
Our users choose<br />
from over 2 million<br />
commuting playlists.<br />
59%<br />
Mobile<br />
Desktop<br />
12%<br />
Tablet<br />
Average listening<br />
Midnight 6am Noon 6pm<br />
Sunday<br />
& Saturday<br />
Lowest indexing days<br />
Especially university students<br />
We’re blasting…<br />
And feeling…<br />
44%<br />
52%<br />
Male<br />
30%<br />
1 — Defiant 24%<br />
2 — Excited 18%<br />
28%<br />
11%<br />
10%<br />
7%<br />
17 & Under 18-24 25-34 35-44 45+<br />
Highlights represents above average listening<br />
48%<br />
Female<br />
16%<br />
12%<br />
10%<br />
6%<br />
Pop Rap Indie Rock Alternative Dance<br />
& House<br />
3 — Yearing 11%<br />
4 — Empowering 9%<br />
5 — Energizing 6%
Plugged in<br />
For a busy afternoon<br />
How<br />
33%<br />
11%<br />
3pm–5pm<br />
Tuesday<br />
& Monday<br />
Highest indexing days<br />
we<br />
focus.<br />
Our users choose<br />
from over 800<br />
thousand working<br />
and studying<br />
playlists.<br />
Mobile<br />
56%<br />
Desktop<br />
Tablet<br />
Average listening<br />
Midnight 6am Noon 6pm<br />
Saturday<br />
& Sunday<br />
Lowest indexing days<br />
Especially university students<br />
Our soundtrack is…<br />
We’re feeling…<br />
53%<br />
41%<br />
Male<br />
25%<br />
1 — Defiant 12%<br />
2 — Excited 12%<br />
18%<br />
23%<br />
12%<br />
7% 5%<br />
17 & Under 18-24 25-34 35-44 45+<br />
59%<br />
Female<br />
11%<br />
8%<br />
6%<br />
Pop Indie Rock Soundtrack Rap Dance Classic<br />
3 — Yearing 11%<br />
4 — Romantic 11%<br />
Highlights represents above average listening<br />
5 — Empowering 9%
Across screens<br />
After hours<br />
How<br />
we<br />
42%<br />
13%<br />
10pm–2am<br />
Tuesday<br />
& Monday<br />
Highest indexing days<br />
chill.<br />
Our users choose<br />
from over 6 million<br />
relaxation playlists.<br />
Mobile<br />
45%<br />
Desktop<br />
Tablet<br />
Average listening<br />
Midnight 6am Noon 6pm<br />
Saturday<br />
& Sunday<br />
Lowest indexing days<br />
Unless we’re busy professionals<br />
We’re vibing to…<br />
And feeling…<br />
44%<br />
53%<br />
Male<br />
38%<br />
1 — Yearning 19%<br />
2 — Excited 13%<br />
25%<br />
14%<br />
9% 8%<br />
17 & Under 18-24 25-34 35-44 45+<br />
Highlights represents above average listening<br />
47%<br />
Female<br />
16%<br />
11%<br />
7%<br />
Pop Indie Rock Rap Dance &<br />
House<br />
5%<br />
Electronica<br />
3 — Sensual 11%<br />
4 — Empowering 11%<br />
5 — Defiant 10%
With any device<br />
Before we go out<br />
How<br />
we<br />
31%<br />
8pm–11pm<br />
Wednesday<br />
& Saturday<br />
Highest indexing days<br />
party.<br />
Our users choose<br />
from over 9 million<br />
party playlists.<br />
54%<br />
Mobile<br />
Desktop<br />
15%<br />
Tablet<br />
Average listening<br />
Midnight 6am Noon 6pm<br />
Sunday<br />
& Monday<br />
Lowest indexing days<br />
Especially teens<br />
We’re blasting…<br />
And feeling…<br />
41%<br />
46%<br />
Male<br />
29%<br />
1 — Excited 29%<br />
2 — Defiant 26%<br />
27%<br />
19%<br />
15%<br />
3 — Energizing 11%<br />
14%<br />
11%<br />
7%<br />
17 & Under 18-24 25-34 35-44 45+<br />
Highlights represents above average listening<br />
54%<br />
Female<br />
<br />
Pop Rap Dance &<br />
House<br />
9%<br />
R&B<br />
6%<br />
Indie Rock<br />
4 — Sensual 8%<br />
5 — Empowering 4%
Premium formats<br />
designed for attention.
Own the<br />
conversation through<br />
our environment<br />
Licensed content<br />
Personalised and individual for 75M users<br />
Verified audience data<br />
Brand-safe<br />
Protected app environment<br />
0%<br />
Ad blockers<br />
Quality formats<br />
100%<br />
Viewable<br />
Above <br />
the fold<br />
Share <br />
of voice<br />
Served <br />
to active<br />
users
Combining ad formats create<br />
the strongest impact.<br />
Campaigns combining different ad formats on <strong>Spotify</strong> stands out the<br />
most, increases ad recall and impacts the clarity of the overall campaign.<br />
Exposed to one ad format<br />
Exposed to two ad formats<br />
Exposed to Audio, Video & Display<br />
Ad recall Stands out from other advertising Clear<br />
172<br />
120<br />
126<br />
122<br />
115<br />
120<br />
InterQuest post campaign study 2015
<strong>Spotify</strong> Audio Ads<br />
85%<br />
of <strong>Spotify</strong> Free users listen to their<br />
music with headphones<br />
What great about Audio?<br />
• Reach audiences across devices<br />
• Companion image<br />
• Clickable unit invites engagement<br />
• Fewer ads per hour for greater brand impact<br />
‹<br />
• Custom audio production available<br />
Ad Effectiveness<br />
Ad recall<br />
Index 130<br />
Informative<br />
Index 177<br />
Audio takes place during many moments<br />
Entertaining<br />
Index 218<br />
where visual doesn’t.<br />
<br />
Increased <br />
interest<br />
<strong>Spotify</strong> Audio campaigns (45 studies)<br />
IQ Online benchmark 2012-2015 (1186 studies)<br />
Index 172<br />
79% of audio consumption takes place where visual media cannot<br />
reach them, witch creates opportunities to scale with millennials, or in<br />
combination with audio channels for broader demographics.<br />
InterQuest post campaign study 2015
<strong>Spotify</strong> Display Ads<br />
Display ads helps the campaign stand out in a<br />
clear and informative way, which strengthens<br />
consumers perception of the brand.<br />
HPTO<br />
Block out a full day for your brand<br />
on our Homepage.<br />
Ad Effectiveness<br />
Clear<br />
Index 171<br />
Overlay<br />
Overlay greets returning users on<br />
mobile and desktop with a can’t-bemissed,<br />
large display ad to maximize<br />
brand impact and performance.<br />
Informative<br />
Index 197<br />
Positive<br />
brand impact Index 130<br />
Other ads in the same industry<br />
Display ads in <strong>Spotify</strong><br />
Leaderboard<br />
Leaderboard ads in the <strong>Spotify</strong> player<br />
are served when the user is<br />
interacting with <strong>Spotify</strong>.<br />
InterQuest post campaign study 2015
<strong>Spotify</strong> PMPs: Leaderboard<br />
<strong>Spotify</strong>’s Leaderboard desktop display ad format and inventory is available<br />
for real-time buying through invite-only Private Marketplaces.<br />
Why buy <strong>Spotify</strong>? <strong>Spotify</strong> PMP Packages Our SSP partners<br />
• Strong Viewability<br />
• Run of NetworkVerified Audience<br />
• Verified Audience<br />
• Premium Environment
Let’s win together<br />
<strong>Spotify</strong> as your media companion<br />
Audio is consumed to any activity, which makes streaming a natural media channel to<br />
reach consumers.<br />
Your audience is always on<br />
Build smarter campaigns towards an active audience through verified 1st party data.<br />
Premium formats designed for attention<br />
A brand-safe, quality environment promising brand viewability and delivering your<br />
message to the right audience.
Contact:<br />
Eeva Ronkainen<br />
eeva@spotify.com<br />
+358 40 740 4355
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