Impact Study of Streaming

1

STREAM IMPACT

BRAND

FOR BRANDS

2

HOW

AUDIENCESENGAGE

WITH BRANDS

STREAM ING

FOR BRANDS

IMPACT

BRAND

FOR BRANDS

3

TABLE OF

INTRODUCTION

ABOUT THE STUDY

THE GLOBAL STREAMING LANDSCAPE

BRAND IMPACT

VERTICAL IMPACT

SPOTIFY IMPACT

METHODOLOGY

CONTEN TS4

6

9

18

24

45

64

INTRODUCTION

4

CONTEN TS

INTRODUCTION

5

Now more than ever, the way we consume content is time-shifted, screen-shifted and on-demand. Live TV-watching and moviegoing is giving way to video-on-demand view-ing. Time spent on mobile apps has grown 21% in the last year—music apps lead the way with a 79% growth surge1—and global revenue from music subscription and stream-ing platforms has grown 51%, signaling a major shift in the way people listen.2

These unstoppable trends mirror other seismic changes in consumer behavior: Uber is the new taxi, and Facebook is the new front page. The podcast phenomenon Serial wouldn’t have been possible before on-demand went mainstream. In this growing access economy, marketers are faced with a new set of opportunities and challenges. How can brands reach this valuable, yet elusive audience effectively? Luckily, a picture of today’s streaming consumer is emerging, and it’s a promising one:

Streamers are twice as likely as non-streamers to advocate for and feel emotionally connected to brands. That’s the key finding from our global Brand Impact Study, the first in a series of published studies by Spotify for Brands and comScore that will share what we know about the streaming consumer experience.

It means that the move away from traditional media consumption isn’t a death knell for brand engagement. It’s anything but. Streaming is the new currency of media consump-tion. It’s the way that the world will listen to music, watch TV and more, offering unprec-edented ways for people to access the content they love, and even shaping how that content gets created and distributed. The rare streaming platforms that enable brands to support this content offer a more relevant, intimate and high-quality environment to reach consumers than ever before.

Because music is one of the first industries to be transformed by the access economy, streaming music listeners are an early proxy for the future of content consumption. As the world continues to go mobile and embrace streaming, the brands that know how to leverage these platforms—how to capture the moments that matter deeply to the people listening and watching—are the ones poised to win the future.

Jeff LevickChief Business Officer, Spotify

1 Localytics, 20142 IFPI Digital Music Report, 2014

THE STREAMING ECONOMY IS NO LONGER A DISTANT FUTURE—IT’S ARRIVED.

http://info.localytics.com/blog/time-in-app-increases-by-21-across-all-apps

http://www.ifpi.org/downloads/Digital-Music-Report-2014.pdf

6

ABOUTTHE STUDY

7

T• How do streamers and non-streamers listen to

music and consume media? • Are streamers more likely to be strong brand

advocates than non-streamers?• How does the way people listen to music im-

pact their emotional connection to brands?• How does the way they listen affect their

likelihood to make positive brand associations?• Which brand attributes and emotional

connections stand out across verticals?• How do Spotify users compare to users of

other streaming music services?

T he Brand Impact Study was administered by comScore—a global leader in measuring the digital world and a preferred source for digital business an-alytics—and commissioned by Spotify for Brands—the platform that unlocks audience intelligence to connect brands with the streaming generation—to quantify the impact that music listening has on brands. It tackles these key questions:

A total of 4,500 respondents were surveyed from nine countries. Respondents were segmented by consumption habits and asked to share their feelings and attitudes towards over 200 brands across five verticals. The results generated brand affinity insights for each consumer segment at the country, vertical, and brand level. Please see the Methodology (page 70) for more details on the Brand Impact Study.

8

COUNTRIES

AustraliaFranceGermanyMexicoSingaporeSpainSwedenUnited KingdomUnited States

AUDIENCE SEGMENTS

Streamers use any streaming music platform at least monthly.

Non-streamers use streaming music platforms less than monthly or not at all. This includes non-music listeners, who make up less than 1% of the total sample.

Spotify users identify themselves as using Spotify at least monthly.

Other streamers identify themselves as using an Online Music Streaming Service besides Spotify at least monthly and use Spotify less than monthly or not at all.

VERTICALS

AutomotiveConsumer ElectronicsMobile Phone Service ProvidersFMCG (Hair Care)Retail (Department Stores)

9

GLOBAL

LANDSCAPESTREAM

ING

THE

10

STREAM ING

Across the nine countries surveyed, nearly all streamers and non-streamers listen to music on a computer, but streamers are much more likely to take their music on the go, whether it’s via smartphone (+74%), tablet (+73%) or MP3 player (+41%).

LISTENING BY DEVICE

Which of these devices do you use to listen to music?

94%

97%

44%

77%

31%

53%

40%

56%

31%

38%

+3%

+74%

+73%

+41%

+24%

Computer

Smartphone

Tablet

MP3 Player

Other

Non-streamersStreamers

* refers to % lift over Non-streamers

11

MEDIA CONSUMPTION

Streamers are 5x as likely to watch TV and movies online daily. This indicates that music streamers’ consumptions habits carry over to TV and movie streaming platforms such as Netflix, Hulu, etc.

Streamers are 57% more likely to listen to music daily and over 2x as likely to read magazines daily.

Which of these media activities do you take part in daily?

0%

50%

100%



88

%

+28

%U

se a

mob

ile p

hone

79%

-3%

Wat

ch T

V

73%

+57%

List

en t

om

usic

53%

+9%

List

en t

oth

e ra

dio

40%

+28

%R

ead

new

spap

ers

23%

+38

5%

Wat

ch T

V/

mov

ies

onlin

e

19%

+112

%R

ead

mag

azin

es

12

Streamers are 17% more likely than non-streamers to shop in stores weekly, and over 1.5x as likely to shop online weekly.

Which of these shopping methods do you use weekly?

12

SHOPPING


Streamers are 17% more likely than non-streamers to shop in stores weekly, and over 1.5x as likely to shop online weekly.



35%

42%Shop inStores

12%

21%

+17%

+43%ShopOnline

12

13

Streamers are slightly less likely than non-streamers to drive a car, truck or SUV weekly. They’re over 1.5x as likely to use public transportation weekly, which is likely connected to streaming services’ early traction in urban cities.

Which of these transportation methods do you use weekly?

TRANSPORTATION

13


Streamers are slightly less likely than non-streamers to drive a car, truck or SUV weekly. They’re over 1.5x as likely to use public transportation weekly, which is likely connected to streaming services’ early traction in urban cities.



26%22%

-15%Drive a car, truck or SUV

14%

24%

+71%Ride publictransportation

13

14

LISTENING ENVIRONMENTS

Since streamers are more apt to listen on mobile devices, it’s no surprise that they’re significantly more likely to listen in mobile-friendly environments.

• Streamers are over 3x as likely to listen while shopping or traveling, and 2.5x as likely to listen at work, school and while exercising.

• The only scenario where streamers do not report significantly higher levels of listen-ing is in the car, where they’re only 2% more likely to listen. This is likely to increase as in-car dash integration for streaming services become more prevalent.

• Streamers are 43% more likely to listen to music while doing nothing else, indicating that they also treat listening as an activity in and of itself.

Do you ever listen to music without engaging in any other activity?

49%

70%

+43%Yes



15

In the past week, where have you listened to music that you selected?

85%

69%At home

+23%

41%

13%

Browsingthe internet +227%

32%

13%

Whileexercising +143%

15%

4%

Whileshopping +252%

22%

18%

Whilewith friends +160%

26%

8%

Whiletraveling +220%

17%

8%

Whilereading +124%

33%At work/school +144%

63%

61%In the car

+2%

13%



16

GENRES

When asked which types of music they enjoy, streamers over-indexed in 13 of 20 genres, indicating that they tend to explore a wider variety of music.

• Streamers are nearly 2x as likely to enjoy listening to hip-hop and techo/electronic/house.

• Non-streamers over-index in two genres - easy listening and country.• Unsurprisingly, pop is the only genre enjoyed by the majority of both streamers (62%)

and non-streamers (53%).

16

What genres of music do you enjoy?

Pop

Rock

Classic Rock

Classical

Dance

62%

50%

38%

29%

29%

Streamers

53%

46%

41%

27%

21%

Non-Streamers

+17%

+9%

-6%

+10%

+39%

% Lift

Rap/Hip-Hop 24% 11% +113%

R&B 23% 20% +16%

Easy Listening 28% 34% -17%

1717

Instrumental

Jazz

Alternative

Techno/Electronic/House

Reggae

Country/Western

Blues

Metal

Folk

Gospel

New Age

23%

22%

21%

21%

20%

19%

19%

19%

16%

12%

11%

Streamers

17%

15%

12%

11%

14%

26%

18%

13%

15%

12%

6%

Non-Streamers

+33%

+41%

+77%

+91%

+35%

-27%

+2%

+45%

+8%

+0%

+91%

% Lift

Comedy 9% 7% +16%

18

BRANDIMPACT

19

In general, streamers are more likely to assign positive attributes to brands compared to non-streamers, regardless of brand or vertical. The following data comprise the averages of attributional data across brands and verticals.

ADVOCACY EMOTIONALCONNECTIVITY

RATIONALASSOCIATIONS

2x 2x 1.5xStreamers are nearly2x as likely to bestronger brand advocates.

Streamers are nearly2x as likely to feelemotionally connect-ed to brands.

Streamers are nearly1.5x as likely to makepositive rational asso-ciations.

19

20

Advocacy1

1 Respondents answered the brand advocacy questions on a 5-point scale—the results represent the top two answers (“strongly agree” and “moderately agree”).

17%

32%

+88%

19%

33%

+74%

28%

45%

+61%

12%

27%

+125%

Brand is uniqueand dierent

Only brand for me

Would recommendbrand

Willing to pay morefor brand



21

25%

17% +47%

20%

12% +67%

18%

10% +80%

15%

7% +114%

16%

9% +78%

19%

+73%

21%

14% +50%

11%

It makes mefeel satisfied

It makes mefeel happy

It inspires me

It makes mefeel playful

It makes mefeel excited

It makes me feelcalm and relaxed

I love this brand



Emotional Connectivity

22

Rational Associations34

%

+10

%

30%

+15

%

28

%

+27%

27%

+23%

25

%

+25

%

25

%

+32

%

0%

25%

Has

rel

iab

lep

rod

uct

s

Is c

onve

nie

nt

Is a

bra

nd

that

I ca

n t

rust

Is a

res

pon

sib

leb

ran

d

Is f

or s

omeo

ne

like

me

Is a

bra

nd

I w

ould

like

to b

e se

en u

sin

g

23

0%

25%

24%

+26

%

22

%

+38

%

21%

+50

%

20

%

+54%

19%

+46

%

17%

+70

%

Is a

n in

nov

ativ

eb

ran

d

O�

ers

sup

erio

rcu

stom

er s

ervi

ce

Is a

bol

d b

ran

d

Is a

pas

sion

ate

bra

nd

Is im

por

tan

t to

my

ever

yday

life

Is a

fu

n a

nd

pla

yfu

l bra

nd



24

VERTICALIMPACT

25

AUTOMOTIVE



+67% +52% +30%Streamers are 67% more likely to be automotive brandadvocates. They’re 2x as likely to be willing to pay more for an auto brand.

Streamers are 52% more likely to feel emotionally connectedto auto brands. They’re2x as likely to statethat the brand makesthem feel playful.

Streamers are 30%more likely to makepositive rational asso-ciations about an autobrand. They’re over 1.5x as likely to statethat the brand is impor-tant to their everydaylives.

26

Advocacy: Automotive

17%

23%

38%

+65%

24%

40%

+67%

35%

53%

+51%

34%

+100%


Only brand for me





27

Emotional Connectivity: Automotive

28%

20%

It makes mefeel satisfied +40%

24%

16%

It makes mefeel happy +50%

21%

13%It inspires me

+62%

20%

10%

It makes mefeel playful +100%

21%

14%

It makes mefeel excited +50%

23%It makes me feelcalm and relaxed +44%

26%

18%I love this brand

+44%

16%



28

Rational Associations: Automotive

Has reliable products

Is a brand that I can trust

Is an responsible brand

Is convenient

Is an innovative brand

Is a brand I wouldlike to be seen using

Is for someone like me

O�ers superiorcustomer service

Is a bold brand

Is a passionate brand

Is important tomy everyday life

Is a fun and playful brand

41%

37%

35%

32%

31%

30%

28%

25%

25%

25%

21%

21%

Streamers

36%

31%

29%

25%

24%

23%

23%

17%

19%

16%

13%

14%

Non-Streamers

+14%

+19%

+21%

+28%

+29%

+30%

+22%

+47%

+32%

+56%

+62%

+50%

% Lift

29

CONSUMER ELECTRONICS

29



+57% +51% +25%Streamers are 57%more likely to be consumer electronicsbrand advocates. They’re 2x as likely to be willing to paymore for a consumerelectronics brand.

Streamers are 51%more likely to feelemotionally connectedto a consumer electro-nics brand. They’re nearly 2x as likely tostate that the brandmakes them feelplayful.

Streamers are 25%more likely to makepositive rational asso-ciations about consu-mer electronics brands.They’re over 1.5x aslikely to describe thebrand as fun and playful.

30

Advocacy: Consumer Electronics

30

23%

38%

+65%

28%

41%

+46%

39%

55%

+41%

18%

36%

+100%


Only brand for me





31

30%

23%


23%

15%


22%

14%It inspires me

+57%

18%

10%


19%

11%



27%


+42%

14%



Emotional Connectivity: Consumer Electronics

31

32




Is convenient

Is a responsible brand




Is a bold brand




40%

36%

31%

30%

30%

30%

29%

25%

25%

23%

22%

22%

Streamers

38%

32%

25%

26%

26%

25%

23%

18%

17%

16%

16%

13%

Non-Streamers

+5%

+13%

+24%

+15%

+15%

+20%

+26%

+39%

+47%

+44%

+38%

+69%

% Lift

Rational Associations: Consumer Electronics

32

33

MOBILE PHONESERVICE PROVIDERS



+82% +75% +43%Streamers are 82%more likely to beadvocates for mobilephone service providerbrands. They’re over 2x as likely to be willing to pay morefor a mobile provider.

Streamers are 75%more likely to feelemotionally connectedto mobile providerbrands. They’re over2x as likely to statethat the brand inspiresthem and makes themfeel excited.

Streamers are 43%more likely to makepositive rational asso-ciations about a mobileprovider. They’re nearly 2x as likely todescribe the brand aspassionate.

34

Advocacy: Mobile Phone Service Providers

13%

25%

19%

31%

21%

36%

9%

21%

+92%

+63%

+71%

+133%

Brand is uniqueand di�erent

Only brand for me





35

20%

14%


15%

8%


13%

6%It inspires me

+117%

12%

6%


13%

6%



16%


+60%

9%



Emotional Connectivity: Mobile Phone Service Providers

36


Is convenient








Is a bold brand



27%

25%

24%

23%

22%

22%

21%

20%

19%

19%

17%

15%

Streamers

23%

18%

18%

17%

16%

17%

13%

14%

13%

12%

9%

8%

Non-Streamers

+17%

+39%

+33%

+85%

+38%

+29%

+62%

+43%

+46%

+58%

+89%

+88%

% Lift

Rational Associations: Mobile Phone Service Providers

3737

RETAIL



+80% +71% +33%Streamers are 80%more likely to be retailbrand advocates. They’re over 2x aslikely to be willing to pay more for a retail brand.

Streamers are 71%more likely to feelemotionally connectedto retail brands. They’re2x as likely to state thatthe brand makes themfeel playful.

Streamers are 33%more likely to makepositive rational asso-ciations about retailbrands. They’re over1.5x as likely to describe the brand asfun and playful.

38

Advocacy: Retail

38

20%

35%

+75%

17%

34%

+100%

33%

52%

+58%

13%

28%

+115%


Only brand for me





39

Emotional Connectivity: Retail

28%

19%


23%

13%


22%

12%It inspires me

+83%

16%

8%


18%

10%



24%


+60%

12%



39

40

Rational Associations: Retail

40




Is convenient





Is a bold brand




38%

34%

30%

29%

29%

28%

25%

25%

23%

23%

20%

18%

Streamers

32%

28%

22%

21%

25%

22%

19%

19%

16%

15%

12%

11%

Non-Streamers

+19%

+21%

+36%

+38%

+16%

+27%

+32%

+32%

+44%

+53%

+67%

+64%

% Lift

41

HAIR CARE



+71% +65% +21%Streamers are 71%more likely to be haircare brand advocates.They’re over 2x aslikely to be willing topay more for a hair care brand.

Streamers are 65%more likely to feelemotionally connectedto hair care brands. They’re 2x as likely tostate that the brand inspires them, makesthem feel excited andmakes them feelplayful.

Streamers are 21%more likely to makepositive rational asso-ciations about hair carebrands. They’re nearly2x as likely to describea hair care brand asfun and playful.

42

Advocacy: Hair Care



20%

36%

+80%

22%

36%

+64%

32%

49%

+53%

31%

+107%


Only brand for me



15%

43

Emotional Connectivity: Hair Care

26%

20%


19%

11%


+73%

16%

8%It inspires me

+100%

14%

7%


14%

7%


18%

It makes me feelcalm and relaxed

+80%

23%


+44%

10%



44

Rational Associations: Hair Care



Is convenient





Is a bold brand





36%

32%

27%

27%

24%

23%

23%

21%

21%

20%

17%

17%

Streamers

36%

29%

27%

23%

21%

20%

18%

15%

13%

15%

12%

9%

Non-Streamers

+19%

+10%

+0%

+17%

+14%

+15%

+28%

+40%

+62%

+33%

+42%

+89%

% Lift

45

SPOTIFYIMPACT

46

LISTENING BY DEVICE

Across the nine countries surveyed, Spotify users are even likelier than users of other streaming services to take their music on the go, whether it’s via smartphone (+28%), tablet (+62%) or MP3 player (+45%). They’re 2x as likely as non-streamers to listen via smartphone and tablet.

Which of these devices do you use to listen to music?

96%94%

99%

+6%

69%

44%

88%

+100%

+73%47%

40%

69%

42%

31%

68%

+124%

31%31%

47%

+54%

Computer

Smartphone

Tablet

MP3 Player

Other

Other streamers Non-streamersSpotify users


47

MEDIA CONSUMPTION

Spotify users are 2x as likely as other streamers, and nearly 6.5x as likely as non-stream-ers, to watch TV and movies online daily.

They’re also over 2x as likely as other streamers to listen to music daily.

Which of these media activities do you take part in daily?



90%

+30%

80%

-2%

58%

+19%

0% 50% 100%

50%

50%

+59%

32%

+567%

Use amobile phone

Watch TV

Readnewspapers

Watch TV/movies online

Readmagazines

28%

+216%

Listen tothe radio

Listen tomusic +9%

48

SHOPPING

Spotify users are 17% more likely than non-streamers to shop in stores weekly. They’re 53% more likely than other streamers, and over 2x as likely as non-streamers, to shop online weekly.

48




35%

41%

42%

12%

26%

17%

+17%

+117%

Shop inStores

ShopOnline

49

TRANSPORTATION

Spotify users are 20% more likely than other streamers to drive a car, truck or SUV week-ly. They’re 33% more likely than other streamers, and 2x as likely as non-streamers, to ride public transportation weekly.

49




20%

26%

24% -8%

21%

14%

28%

+100%

Drive a car, truck or SUV

Ride publictransportation

50

LISTENING ENVIRONMENTS

Spotify users and other streamers are nearly equally likely to listen to music at home, in the car and with friends, but a higher percentage of Spotify users listen in mobile-friendly environments. They’re nearly 2x as likely to listen while shopping and nearly 1.5x as likely to listen at work, at school or while exercising.

Spotify users are 14% more likely than other streamers to listen to music while doing nothing else.

Do you ever listen to music without engaging in any other activity?

49%

76%

66% +54%Yes



51

At home+24%

Browsingthe internet +255%

+199%

Whileshopping +383%

Whilewith friends +175%

Whiletraveling +291%

Whilereading +183%

At work/school

+217%

In the car+5%

86%85%

69%

65%62%61%

44%39%

13%

41%25%

13%

40%28%

13%

32%22%

8%

23%21%

8%

22%14%

8%

20%11%

4%

Whileexercising



In the past week, where have you listened to music that you selected?

52

GENRES

Spotify users are more likely to listen to six of 20 genres than other streamers: metal, alternative, techno/electronic/house, dance, rap/hip-hop and R&B.

They are less likely than other streamers to listen to easy listening and gospel.

52

What genres of music do you enjoy?

Pop

Rock

Classic Rock

Dance

Classical

Easy listening

Rap/Hip Hop

R&B

62%

53%

40%

33%

28%

26%

26%

25%

SpotifyUsers

61%

48%

37%

25%

31%

30%

22%

22%

OtherStreamers

Non-Streamers

53%

46%

41%

21%

27%

34%

11%

20%

+17%

+15%

-2%

+62%

+3%

-24%

+138%

+24%

% Lift

53

Alternative

Techno/Electronic/House

Jazz

Metal

Instrumental

Reggae

Country/Western

Blues

Folk

New Age

Gospel

Comedy

25%

25%

23%

23%

21%

20%

19%

19%

16%

11%

9%

9%

18%

18%

21%

16%

23%

19%

19%

18%

16%

11%

13%

8%

12%

11%

15%

13%

17%

14%

26%

18%

15%

6%

12%

7%

+111%

+125%

+49%

+80%

+27%

+40%

-26%

+4%

+10%

+86%

-19%

+20%

SpotifyUsers

OtherStreamers

Non-Streamers % Lift

53

54

BRAND IMPACT

In general, Spotify users are more likely to assign positive attributes to brands compared to both other streamers and non-streamers, regardless of brand or vertical. The following data comprise the averages of all attributional data across brands and verticals.



1.5x 1.5x +14%Spotify users are1.5x as likely asother streamersto be strong brandadvocates. Mostnotably, they’re over3x as likely as non-streamers to statethat they’re willingto pay more for thebrands they love.

Spotify users arenearly 1.5x as likelyas other streamersto feel emotionallyconnected to brands.Compared to non-music streamers, Spotify users stateat a rate of 2 to 1that brands makethem feel inspired,excited and playful.

Spotify users are14% more likely thanother streamers tomake positive assoc-iations about brands.They’re over 1.5x as likely to identify brands as "importantto my everyday life"and "passionate" asnon-streamers.

55

Advocacy

17%

40%

+135%

19%

41%

+116%

28%

52%

42%

29%

27%

21%

+86%

12%

36%

+200%


Only brand for me





56

Emotional Connectivity


+64%

It inspires me+110%



It makes me feelcalm and relaxed +100%

I love this brand

+92%

27%23%

17%

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12%

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14%

22%16%

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7%




57

Rational Associations

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59



2.5x 2x 2xThey’re nearly 2xas likely as otherstreamers, andover 2.5x aslikely as non-streamers, to be willing to paymore for anauto brand.

They’re 35% more likely thanother streamers,and over twiceas likely as non-streamers, to state that an auto brand makesthem feel playful.

They’re 26% morelikely than otherstreamers, andnearly 2x as likelyas non-streamers,to state that anauto brand isimportant to theireveryday lives.

VERTICAL IMPACTAutomotive

59

Spotify users are 22% more likely than other streamers to assign positive attributes to automotive brands.

60

Consumer Electronics



2.5x 2x 2xThey’re 1.5x as likelyas other streamers,and 2.5x as likelyas non-streamers,to be willing to paymore for a consumerelectronics brand.

They’re 38% morelikely than otherstreamers, and over2x as likely as non-streamers, to statethat a consumerelectronics brandmakes them feelplayful.

They’re 25% morelikely than otherstreamers, and nearly 2x as likelyas non-streamers, to describe a consumerelectronics brand asfun and playful.

Spotify users are 18% more likely than other streamers to assign positive attributes to consumer electronics brands.

61

Mobile Phone Service Providers



3x 2.5x 2.5xThis vertical sees Spotify users’ highestindex in brand advo-cacy over otherstreamers. They’re nearly 2x as likely asother streamers, andover 3x as likely asnon-streamers, to bewilling to pay more fora mobile provider.

They’re over 1.5xas likely as otherstreamers, and over2.5x as likely as non-streamers, to state that a mobileprovider brand makesthem feel playful.

They’re nearly 1.5xas likely as otherstreamers, and nearly2.5x as likely as non-streamers, to describethe brand as fun andplayful.

Spotify users are 31% more likely than other streamers to assign positive attributes tomobile phone service providers.

62



3x 2.5x 2xThey’re nearly 2xas likely as otherstreamers, and 3xas likely as non-streamers, to be willing to pay morefor a retail brand.

They’re over 1.5xas likely as otherstreamers, and over2.5x as likely as non-streamers, tostate that a retailbrand makes themfeel playful.

Retail sees Spotifyusers’ highest indexin brand associationsover other streamers.They’re 1.5x as likely as other streamers, and over 2x as likelyas non-streamers, todescribe a retail brandas important to their everyday lives.

Retail

62

Spotify users are 34% more likely than other streamers to assign positive attributes to retail brands.

63



3x 3x 2xThey’re nearly 2xas likely as otherstreamers, andnearly 3x as likelyas non-streamers,to be willing to paymore for a hair carebrand.

Hair care seesSpotify users’highest index inemotional connect-ivity over otherstreamers. They’renearly 2x as likelyas other streamers,and nearly 3x aslikely as non-streamers, to statethat a hair care brandmakes them feelexcited.

They’re 33% morelikely than streamers,and over 2x as likelyas non-streamers, todescribe a hair carebrand as fun andplayful.

Hair Care

63

Spotify users are 30% more likely than other streamers to assign positive attributes to hair care brands.

64

METHODOLOGY

65

METHOD THE 2014 BRAND IMPACT STUDYCOVERED 203 UNIQUE BRANDS IN FIVE VERTICALS ACROSS NINE MARKETS:

Australia, France, Germany, Mexico, Singapore, Spain, Sweden, United Kingdom and United States.

In each country, 500 respondents were asked about their usage and attitudes towards digital music platforms. Each respondent was then asked questions about brands in two of the five verticals. Verticals were randomly rotated so that 200 respondents answered questions for each vertical per country.

comScore’s Media Metrix database was leveraged to determine the online demographic makeup of respondents in each country. Respondents were then weighted by age and gender to match the online makeup in each of their respective countries.

To define audience segments, respondents were asked about their usage of the follow-ing digital music services (streaming and non-streaming), customized according to their availability by country: Amazon MP3, Ampya, Beats Music, BitTorrent, Bloom.FM, DailyMo-tion, Deezer, Google Play Music All Access, Google Play Music (downloads), Groovesh-ark, Guvera, IdeasMusik, iHeartRadio, iTunes (downloads), iTunes Radio, KKBox, Last.FM, Musicload, MusicMe, Napster, Pandora, Radio.com, Rara, Rdio, Simfy, Slacker, Sony Music Unlimited, SoundCloud, Spotify, Vevo, XBox Music, Yahoo Music and YouTube.

66

spotify.com/brands@spotifybrands

/company/spotifyforbrands

GET INTOUCH

LEARN MORE ABOUT HOWSTREAMING AUDIENCESENGAGE WITH BRANDS

http://www.spotify.com/brands

http://www.twitter.com/spotifybrands

http://www.linkedin.com/company/spotifyforbrands

Documents

Impact Study of Streaming