Understanding People Through Music

How do our listening habits reflect who we are?

You are what you stream.

Whether we’re singing Ed Sheeran in the shower or turning down to The White Album, music reflects who we are, what we’re doing and how we’re feeling in any given moment. And thanks to streaming, people are listening to music and amplifying those moments more than ever.


We’ve uncovered streaming habits that are unique to this new way of listening, by analyzing how over 140 million people listen on Spotify. We also surveyed listeners around the world to learn how their streaming habits relate to what they’re like offline—from their personality traits and brand sentiments to their purchase behaviors.


Think of these early findings as the newest ingredient in Spotify’s streaming intelligence—our overall understanding of your audience, so you can reach them in the right context, with the right message.


How Does Your Audience Stream?

These new habits give us a deeper overall understanding of your target audience. Here's a snapshot of what that looks like for three audiences.

Millennials

Engaged. Influential. Savvy Streamers.

Reliables

Explorers

Loyalists

Eclectics

Easy-Goers

Curators



Reliables: Be first among friends to watch a new movie or TV series

Eclectics: Listen to music while running errands

Curators: Pay for brands they like

How to reach them
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Make it personal.

Millennials love personalized music experiences like Discover Weekly, and they appreciate ads that match their interests. Use our streaming intelligence to reach audience segments—from concertgoers to gamers—with relevant, sequential audio, video and display ads.

Fitness Enthusiasts

In-the-zone runners, go-with-the-flow listeners.

Reliables

Explorers

Loyalists

Eclectics

Easy-Goers

Curators



Reliables: Purchase energy drinks

Eclectics: Buy something on impulse

Easy-Goers: Watch health and fitness videos online

How to reach them
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Amplify the moment.

Instead of interrupting their workout, make it better. Use our Branded Moments native video solution, which rewards Fitness Enthusiasts with 30 minutes of nonstop listening. (Available in select markets.)

Partiers

From the pre-game to the dance floor (and everywhere else).

Reliables

Explorers

Loyalists

Eclectics

Easy-Goers

Curators



Explorers: Attend concerts and purchase books

Eclectics: Use music to improve their daily mood

Easy-Goers: Buy things online

How to reach them
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Join the party.

Deliver high-energy audio ads that match your audience’s real-time context. Prioritize pump-up genres, along with party playlist targeting, to reach your audience as they turn up.




What’s Next

Building a people-based marketing strategy? We’re constantly evolving our streaming intelligence to help our partners super-charge their plans and consider how to best optimize their media mix, develop hyper-targeted creative, measure brand affinity and more.

To go deeper with these insights, reach out to your friends at Spotify for Brands or contact us.

See how you stream.
Check out Spotify.me to explore your listening history.

Want to get in touch?

Tell us a bit about yourself.

Learn More

Go Inside Spotify’s Data Mission

Go behind the scenes with the Spotifiers who are doing research to understand people through music.

Meet Spotify’s VP of Data

Adam Bly breaks down the importance of Understanding People Through Music for marketers and brands.