“We’re living in a time-shifted, screen-shifted and on-demand world. People spend 21 percent more time on mobile apps (and 79 percent more time on music apps) than they did last year,” says Spotify in a new brand impact study.
Spotify cites that streaming platforms as a whole have grown by 51 percent in the past year. In fact, for teens, streaming has become the new radio according to data from eMarketer. For brands, it makes perfect sense to get in on the action, but what kind of engagement can be expected
Of the 4,500 people surveyed in 9 countries, Spotify found that streamers are twice as likely as non-streamers to advocate and emotionally connect with brands. Sixty-one percent were more likely to recommend these brands to a friend, a high 74 percent would describe the brand as “the only brand for me” and 70 percent would see the brand as fun and playful.
Also of note in the study is that music inherently provides the ability for users to multitask while listening. Streamers were three times as likely to listen while shopping and traveling, two times as lilely to listen while at work, school or exercising.
