How Streaming Consumers Ring in the

Holidays

Global holiday sales have crossed the $850B mark‣ 3.5% YoY Growth

Online and mobile shopping is outpacing traditional sales‣ E-commerce sales: 16% YoY Growth‣ Mobile devices drive 45% of e-Commerce traffic

What a bright time.

Source: eMarketer (2014)

Mobile devices account for

20%of eCommerce sales.

Shoppers spend

$600on average during the

season.

Source: Spotify Brand Impact Study with Comscore, 2014. Comscore Plan Metrix (US), May 2015

Oh, what fun it is.

3Xas likely to be willing to pay more for a brand

17%more likely to shop in stores weekly

2Xmore likely to shop online weekly

13% more likely to shopretail online

29% more likely to use their mobile device to shop

Spotify listeners love to shop.

NUMBER OF HOLIDAY PLAYLISTS

10 Million+ TOP TRACK MOODS

Romantic (20%) Sophisticated (19%) Empowering (14%)

NUMBER OF HOLIDAY STREAMS

749 Million+TOP TRACK GENRES

Pop (19%) Rock (7%) Religious (4%)

Source: Internal data, November 1 to December 31, 2014 (holiday playlist streams by day)

Nov 1

Nov 2

Nov 3

Nov 4

Nov 5

Nov 6

Nov 7

Nov 8

Nov 9

Nov 10

Nov 11

Nov 12

Nov 13

Nov 14

Nov 15

16/11/14

17/11/14

18/11/14

19/11/14

20/11/14

21/11/14

22/11/14

23/11/14

24/11/14

Nov 25

26/11/14

27/11/14

28/11/14

29/11/14

30/11/14

01/12/14

02/12/14

03/12/14

04/12/14

05/12/14

06/12/14

Dec 7

08/12/14

09/12/14

10/12/14

11/12/14

12/12/14

13/12/14

14/12/14

15/12/14

16/12/14

17/12/14

18/12/14

Dec 19

20/12/14

21/12/14

22/12/14

23/12/14

24/12/14

25/12/14

26/12/14

27/12/14

28/12/14

29/12/14

30/12/14

Dec 31

Christmas Eve

Holiday Playlist Streams By Day

Happy golden days.Listening grows over the season.

Tablet use risesTablets dominate peak holiday streaming and accounted for 13% of holiday e-commerce sales last year, compared to 9% for smartphones.

Late millennials rule25-34-year-olds do the most streaming and shopping, spending $18,350 more annually than 18-24-year-olds.

Listening peaks mid-dayPeople are unusually likely to play holiday music during top productivity hours.

The big seasonal trends.

Nov 8

15/11/14

Nov 22

29/11/14

Dec 6

13/12/14

Dec 20

Dec 25 25-34 35-44 45+

26%

10% 8%

33%

19% 18%

Avg % General Listening Avg % Holiday Listening

+50%

Sources: Internal data (2014), eMarketer. US Bureau of Labor Statistics

0 1 2 3 4 5 6 7 8 9 10

11

12

13

14

15

16

17

18

19

20

21

22

23

Avg % General Listening Avg % Holiday Listening

11am-12pm

The most-steamed artists and tracks on Christmas Day

1 2

Classics top our wishlist.

Michael Buble TOP TRACK

Have Yourself a Merry Little Christmas

Bing Crosby TOP TRACK

White Christmas

Ariana GrandeTOP TRACK

Santa Tell Me

3

spotify.com/brands

Let’s spread cheer.