‘A proxy for personality?’: How Spotify is using music data to understand how its users behave
As marketers look to make more of their data, music streaming giant Spotify shared how it is taking people’s habits on the platform and turning it into actionable insights.
While many organisations struggle to corral and verify the data for their customers, streaming platform Spotify has the opposite problem – how to make the most of a lot of verified first person data.
Globally the streaming platform has now passed 140m users, all of whom have to be registered and logged in to use the service, with every one having a unique experience courtesy of the music they choose to listen to.
Spotify’s global creative director Richard Frankel: “In our world we’re serving music experiences to 140m audiences of one”
As Richard Frankel, the global creative director of Spotify, told the Mumbrella360 conference: “We have moved beyond demographics to reflect the person behind the device. It’s one thing to know who your audience is, and another to understand them. And when you intimately understand them, that’s when you can dynamically evolve effective marketing strategies.
Spotify is the world’s largest and most successful music streaming service of its kind globally. Find out more about about Spotify for Brands here.
