It’s no secret that people are listening differently these days. They’re finding new ways to get their favorite content through platforms like streaming, and spending more time with these channels.
Over the summer, we teamed up with market research firm TNS to gain more insight into this changing audio landscape and how it impacts advertisers. The result is The New Audio, a study that compares the reach and quality of Spotify’s free audience in 10 markets across Europe to that of commercial radio stations.
Among the findings: on average, Spotify’s free service provides 10% incremental reach to radio stations across Europe. In 8 of the 10 markets studied, we’re the top audio streaming service in terms of weekly reach, and 40% of our free users are paying full or most of their attention while they’re listening.
The study also takes a closer look at the reach of Spotify Free in each market. In the United Kingdom, for example, Spotify provides 14% incremental reach to Heart FM and Capital FM, and 15% reach to Kiss FM.
Download our whitepaper to check out the full results across the 10 markets that were studied: United Kingdom, Germany, Spain, France, Italy, Turkey, Sweden, Denmark, Norway and Finland.