Spotify helps marketers understand streaming population with launch of white paper

Media buying group GroupM and Spotify have joined forces to launch Streaming State of Mind, an analysis into the behaviours and attitudes of the streaming population.

Andrea Ingham

Ingham: director of sales at Spotify

The white paper aims to demonstrate why brands should pay attention to streamers by providing insights into their mindsets and behaviours. It also covers how marketers can “leverage the massive and heavily mobile-first streaming media opportunity”, a statement from Spotify said.

The findings from the research include:

  • Half of internets users worldwide are now streaming
  • 37% of the current Australian streaming market has listened to or watched TV and movie content
  • Over 60% of streaming is done on mobile devices
  • Music playlists, including ‘working’ and ‘working out’, have generated $220m worth of revenue
  • Mobiles are the main platform for music streaming

Andrea Ingham, director of sales for Spotify AUNZ, said: “We know that there are more consumers streaming on mobile than ever before, which presents huge opportunities for both marketers and advertisers to take advantage of this growing market. Being able to understand the behaviours and ‘moments’ of streamers across multiple demographics was a key objective in creating ‘Streaming State of Mind’ as it helps to open up new ways for marketers to precisely target their audience through an audio platform.”

Spotify surveyed over 20,000 consumers in seven markets including the United States, Germany, Australia, the United Kingdom, France, Canada and Sweden to help tell brands and advertisers who streamers are, their habits and what trends to expect.

Mark Lollback CEO GroupM Australia said: “GroupM believes in helping our clients deliver high-quality media engagement opportunities – and streaming in Australia offers one of those opportunities. GroupM prides itself on bringing real consumer insights into media strategies and ‘Streaming State of Mind’ will help our clients understand he streaming consumer in more detail.”


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