It’s undeniable that the way people listen to music is changing, as streaming media is rapidly growing in terms of audience penetration and time spent listening. But how has listening behavior changed, and what does it mean for audio advertisers who are navigating this shifting landscape?
Spotify started digging into this question last fall, teaming up with the leading research firm TNS Global. This year, we’re excited to expand the scope of this research across the world, starting with the results for Canada. We recently surveyed over 1,000 music listeners in the Greater Toronto Area ages 15-65, and we found that Spotify is in a unique position to reach audience segments that are difficult to reach through commercial radio.
Apotify also found that:
- Spotify users listen during a variety of activities like surfing the internet, relaxing, studying, exercising, and driving, while the vast majority of radio listeners tune in when they’re driving.
- Spotify users are more likely to be social influencers and early adopters compared to traditional radio listeners.
- Spotify listeners steadily grow through 10pm, while radio listeners peak during the morning and evening commute, making Spotify an ideal compliment to a traditional radio spend.
- This data set, though concentrated to the GTA, is representative of how Canada listens to music throughout the country. The results demonstrate why Spotify and radio are complementary media for audio advertisers.
“The TNS study reinforces that Spotify is a fantastic, cost-effective added reach compliment to radio campaigns,” says Jon Hales, the country manager for Spotify Canada. “The average Canadian spends 150 minutes a day with Spotify, allowing us to offer advertisers the ability to target multiple key moments throughout a user’s day.”
A more extensive follow up study with expanded geographies will be available later this year. Spotify is committed to bringing digital audio to the forefront in Canada.
No comments:
Post a Comment