Music streamers love brands. It’s official.

We’re living in a time-shifted, screen-shifted and on-demand world. People spend 21% more time on mobile apps (and 79% more time on music apps) than they did last year. Live TV watching and moviegoing is giving way to on-demand viewing. And global revenues from music subscription and streaming platforms grew by 51% in the past year, signaling a major shift in the way people listen.

In the face of these unstoppable trends, marketers are faced with a whole new set of opportunities and challenges. Can they reach this valuable, yet elusive audience effectively? Luckily, a clearer picture of the streaming consumer is emerging, and it’s a promising one:

Streamers are twice as likely as non-streamers to advocate for and feel emotionally connected to brands.

That’s the key finding from the Brand Impact Study, which surveyed 4,500 people across nine countries and asked them to share their listening habits along with their thoughts and feelings about over 200 brands across five verticals. Administered by comScore and commissioned by Spotify for Brands, the study is the first in a series of upcoming Impact studies that will look to define and quantify the streaming consumer experience.

Here are a few highlights. Compared to non-streamers, streamers—people who use a streaming music service at least monthly—are:

2x

Over 2x as likely to be willing to pay more for brands

61%

more likely to recommend brands to a friend

74%

more likely to describe a brand as “the only brand for me”

70%

more likely to describe a brand as fun and playful

Source: Spotify and comScore, Brand Impact Study 2014. Streamers vs. non-streamers

The study also examined how these audiences listen to music, consume media, shop, use transportation and more. It found that streamers are:

74%

more likely to listen via smartphone

3x+

more than 3x as likely to listen while shopping or traveling

2x

as likely to listen at work or school and while exercising

5x

as likely to watch TV and movies online daily

Source: Spotify and comScore, Brand Impact Study 2014. Streamers vs. non-streamers

Finally, we also looked at how Spotify users (people who use Spotify at least monthly) compare to non-streamers. Here’s a glimpse at the results:

  • 3x as likely to be willing to pay more for a brand
  • Nearly 2x as likely to recommend brands to a friend
  • 2x as likely to listen to music on a smartphone, and over 2x as likely to listen on tablet
  • Nearly 5x as likely to listen while shopping
  • 3x as likely to listen at work, at school or while exercising
  • Over 6x as likely to watch TV and movies online daily

Want to know more about how streaming audiences and Spotify users feel about brands? Download the Brand Impact Study, or contact us for the complete results from your market.

To download the study, please fill out the form below.

About the Study:

The Brand Impact Study was administered by comScore, Inc.—a global leader in measuring the digital world and a preferred source for digital business analytics—and commissioned by Spotify for Brands—Spotify's advertising platform that unlocks audience intelligence to connect brands with the streaming generation—to quantify the impact that music streaming has on brands. A total of 4,500 respondents were surveyed from nine countries around the world: United States, United Kingdom, Germany, France, Spain, Sweden, Australia, Singapore, and Mexico. Users were segmented by music consumption: Spotify users, users of other music streaming services (tailored by country), and people who do not use streaming services. The study generated insights for more than 200 brands across five key verticals including: Automotive, Consumer Electronics, Mobile Phone Service Providers, FMCG (Hair Care), and Retail (Department Stores). By surveying respondents on a variety of brand attributes, the study is able to compare brand affinity for each consumer segment at the country, vertical, and brand level.