spotify demographics
Source: Comscore
Spotify Wrapped, the viral campaign that has been keeping us company during the month of December for a few years now, recorded 120 million unique visitors in 2022 : an all-time record that tends to improve year after year.
Another study conducted by Sonic Science, in collaboration with the benefits of sms marketing biometric research company MindProber and Dr. Josh McDermott, who directs the Laboratory for Computational Audition at MIT, answers this question.
The study, conducted on a sample of users, showed that for the majority of them (60%) the engagement towards a content, be it music or podcast, remained unchanged even after listening to an ad . This shows that user engagement remains constant even during audio ads, potentially leading to a greater effectiveness of Spotify ads compared to those present on other visual platforms (for example, social media).
In the same study, 73% of participants said they were open to listening to ads if the tone fit what they were doing
at the time, and one in five participants reported researching a brand or product online after hearing about it in a Spotify ad .
Very interesting data, which tells us how the world of advertising and online entertainment are changing: consequently leading to an evolution for all those who deal with advertising.
More data on online entertainment: young people prefer UGC and videogames
A new study from Deloitte reveals that Gen Zers love to entertain themselves online with video games, UGC, and other traditional entertainment services. This, inevitably, is having a big impact on subscription streaming services that are seeing large drops in subscribers, especially among the younger age groups.
Online video games, as well as creators' content, are becoming more popular because they are considered activities that can create social connection and a sense of belonging to a community, leading users to feel deeply involved. This inevitably also affects consumption and awareness of products and services.
Half of the study participants said that UGC helps them discover new products or services , with 40% saying they feel more likely to purchase after seeing a creator's review. This is because online, a relationship of trust and belonging to a community that believes in the same values is established between users and creators.
The result of the study, in short, makes it clear that users want control over what they see and what they do. Online gaming helps them socialize, entertaining themselves with interactive and enjoyable activities, and the creators' content is free, as well as "skippable" when they don't like it.
