'Tis the Season for Music Streaming as Spotify Offers Festive Consumer Insights

With the Summer festive season fast approaching Spotify has identified key consumer insights empowering brands to tap into its unique audience at this critical time of year.

Globally, holiday sales are reported to be worth $850 billion, seeing year-on-year growth of 3.5%. Over a quarter (27%) of those sales are generated online, with mobile devices driving 45% of all eCommerce traffic.

With one in four Australians having tried Spotify, the platform offers brands a unique opportunity to target and connect with digitally savvy consumers with an appetite for shopping. Research shows that Spotify listeners are:

- 3 times more likely​to pay more for brands

- 3.6 times more likely​to shop online weekly

- 29% more likely​to use their mobile device to shop

During last year’s November/December holiday period users in Australia and New Zealand listened to a whopping 213,000 festive-centric playlists and listened to over 16 million tracks. The most streamed artists on Christmas Day across ANZ were:

1. Michael Buble - It’s Beginning to Look A Lot like Christmas

2. Ariana Grande – Santa Tell Me

3. Sam Smith – Have Yourself a Merry Little Christmas

“The festive period is a critical time of year for brands but also the most cluttered,” says Kate Vale. “Spotify cuts through the clutter by delivering a brand’s message directly to a targeted audience with zero wastage and 100% share of voice.”

Spotify’s focus on moments-based music listening now gives agencies and brands the opportunity to target users during these moments, including most recently the ability to reach PlayStation gamers via the console’s Spotify app.