Holidays are High Season for Shopping and Streaming

Holidays are High Season for Shopping and Streaming

For countless people around the world, the holidays go hand in hand with reflecting, spending time with family members, shopping and exchanging gifts—the most wonderful time of the year, if you will.

What’s going on in the background of all that merrymaking? The short answer is Michael Bublé, of course. But we recently dove deeper into our streaming data, analysing holiday listening behavior on Spotify during the final two months of the 2014 calendar year.

Here’s what we found:

  • Spotify users created over 10 million playlists and streamed nearly 750 million tracks during this timeframe.
  • Late millennials did the most streaming and shopping: 25-34 year-olds, who spend over $18,000 more annually than 18-34 year-olds, accounted for a third of holiday listening.
  • Tablet use grew 50% over the season.
  • Holiday listening peaked mid-day, during top productivity hours.
  • The top tracks? Michael Bublé’s “Have Yourself a Merry Little Christmas” was in good company with Bing Crosby’s “White Christmas” and Ariana Grande’s “Santa Tell Me.”

This all soundtracked an especially bright time for retail last year. Global holiday sales crossed the $850B mark and online and mobile shopping outpaced traditional sales. Mobile devices drove 45% of e-commerce traffic, with tablets accounting for 13%.

Check out the global insights at Slideshare, and connect with your Spotify for Brands rep to see the insights for your region.

And get ready to turn up the classics soon, because it’s going to be a busy season.


(Sources: Internal data, eMarketer, U.S. Bureau of Labor Statistics)