the new audio. reaching the spotify listener in turkey kerli nurmoja spotify
TRANSCRIPT
Sound Investment:The New Audio Marketplace
#SpotifyBrands
Spotify Webrazzi 2015
The World Is Pressing Play With Spotify
Spotify internal data, 2015
58Markets worldwide
75MActive users
20MPaying subscribers
+30MSongs available
Ubiquity, from car to living room
On the couch. On the go.On the road.
What is changing?
FOR BRANDS
From ownership to accessMy Vacation Home My Ride My Home Theatre
“Rockabillies” “Hippies” “Punkers”
From exclusive communities…
Classic Rock Pop Hip Hop
…to individual genres
…and co-created content
Why is the streaming audience important for brands?
FOR BRANDS
Streamers want to hear from brands!
1.5X 2X 2XMore likely to think
positively about brands.More likely to feel
emotionally connected to brands.
More likely to be brand advocates.
Source: Spotify and comScore, Brand Impact Study 2014, US streamers vs. non-streamers
More willing to pay more for a
brand
3x
So, a new audience is arising and content distribution models have changed…
…have your media strategies?
Reaching the Spotify Listener in Turkey
The New Audio
* The data presented in this study is based on the online population in Europe (79% of the total population.)Respondents were surveyed with standardised questionnaires including market-specific input through TNS online panels.
We wanted to knowHow does the reach of Spotify’s free servicein Europe compare to radio?
How does the Spotify free audience differ from the radio population?
Is Spotify’s free audience listening behaviour different from the radio audience?
10 markets surveyed
Timeframe: May-June 2015
20,000+ respondents ages 15-64(at least 2,000 respondents per market)
Spotify Free users compared to the radio population (the subsequent use of “Spotify” throughout refers specifically to Spotify Free and its free users)
01
02
03
Consumer awareness
N=2016 online interviews
49% of the online population in Turkey know Spotify 15-24 25-34 35-44 45-54 55+
21% 31%
44% 60% 67%
Even higher awareness amongst millennials
Spotify is the largest digital music service in terms of weekly reach
Spotify (Free)
iTunes
Soundcloud
Deezer(Premium+Free) 8.2%
8.3%
17.7%
20.1% 20,1%
N=2016 online interviews
Spotify Free is the 10th largest ‘radio station’ in terms of weekly reach
POW
ER T
URK
POW
ER F
M
KRAL
FM
NUM
BER
ONE
FM
JOY
TURK
SLO
W T
URK
SUPE
R FM
BEST
FM
ALEM
FM
Spot
ify F
REE
SHO
W R
ADYO
JOYF
MM
ETRO
FM
RADY
O V
IVA
Virg
in R
adio
TRT-
3Aþ
ik Ra
dyo
LOUN
GE
FMRA
DYO
EKS
ENKA
RMAT
URK
LUXU
RY L
OUN
GE
1%1%2%2%2%6%
9%9%
18%18%20%20%
22%24%24%24%25%
27%28%
32%
38%
N=2016 online interviews
Segment
15-64
N=1004 online interviews
POW
ER T
URK
POW
ER F
MNU
MBE
R O
NE F
M
JOY
TURK
KRAL
FM
Spot
ify F
REE
SLO
W T
URK
SUPE
R FM
BEST
FM
ALEM
FM
JOYF
MM
ETRO
FM
SHO
W R
ADYO
Virg
in R
adio
RADY
O V
IVA
TRT-
3KA
RMAT
URK
RADY
O E
KSEN
LOUN
GE
FMAþ
ik Ra
dyo
LUXU
RY L
OUN
GE
1%1%2%2%3%4%
10%12%
18%19%19%22%23%24%
28%28%30%
32%34%
38%
47%
Segment
15-34
Spotify Free the 6th largest ‘radio station’ among millennials
Spotify provides unique added reach.
Segment
15-34
Unique Reach Station
Duplication
Unique Reach Spotify - non paying
N=1004 online interviews
POWER TURKPOWER FM
NUMBER ONE FMJOY TURK
KRAL FMSLOW TURK
SUPER FMBEST FMALEM FM
METRO FMJOYFM
SHOW RADYORADYO VIVAVirgin Radio
TRT-3LOUNGE FM
RADYO EKSENAþik Radyo
KARMATURKALUXURY LOUNGE 1%
1%1%1%1%3%
7%7%
12%12%13%
15%16%17%
18%20%21%22%
25%33%
Spotify provides unique added reach.
Segment
15-34
Unique Reach Station
Duplication
Unique Reach Spotify - non paying
N=1004 online interviews
POWER TURKPOWER FM
NUMBER ONE FMJOY TURK
KRAL FMSLOW TURK
SUPER FMBEST FMALEM FM
METRO FMJOYFM
SHOW RADYORADYO VIVAVirgin Radio
TRT-3LOUNGE FM
RADYO EKSENAþik Radyo
KARMATURKALUXURY LOUNGE 0%
0%1%1%1%
2%5%
3%6%
7%6%
8%7%7%
9%10%
11%12%
13%14%
1%1%1%1%1%3%
7%7%
12%12%13%
15%16%17%
18%20%21%22%
25%33%
Spotify provides unique added reach.
Segment
15-34
Unique Reach Station
Duplication
Unique Reach Spotify - non paying
N=1004 online interviews
POWER TURKPOWER FM
NUMBER ONE FMJOY TURK
KRAL FMSLOW TURK
SUPER FMBEST FMALEM FM
METRO FMJOYFM
SHOW RADYORADYO VIVAVirgin Radio
TRT-3LOUNGE FM
RADYO EKSENAþik Radyo
KARMATURKALUXURY LOUNGE 28%
27%27%27%27%
26%23%
25%21%
20%21%
20%21%20%
19%18%
16%16%
15%14%
0%0%1%1%1%
2%5%
3%6%
7%6%
8%7%7%
9%10%
11%12%
13%14%
1%1%1%1%1%3%
7%7%
12%12%13%
15%16%17%
18%20%21%22%
25%33%
How does the Spotify user differ from the radio listener?
Unlocking the Valuable Spotify Audience
User demographicsAge
15-24 25-34 35-44 45-54 55+
12%
17%22%
25%24%
5% 9%
17%
30%
39%
Spotify Free users Radio Listeners
10%Spotify Users Are almost 10% more likely to be highly
educated
13%Spotify Users Are almost 13% more
likely to have high HHI
✓ Digitally ahead
✓ Social influencers✓ Innovators
In Car
Work/School
Exercising
Reading
Travel
Shopping
2015 Comscore Brand Impact Study
Where radio is consumed…
In Car
Work/School
Exercising
Reading Travel Shopping 2015 Comscore Brand Impact Study
We are with our users from morning to night.
Commute Work Study Work Out Friends Party
3 things to remember!✓ Spotify’s free service has a unique audience reach.
✓ Spotify has a quality audience.
✓ Spotify captures consumer’s attention during different moments of their daily lives.
TeşekkürlerKerli [email protected]