Meltwater Pulse Spotify Q3 2014

Table of Contents

1  Executive Summary

2  Communications Performance

PR ROI

Media exposure

Reach

Geographical spread

Top Publications

Ad Value Sentiment/Net Tonality

3 Competitor Analysis

Benchmark Summary

Rankings

Share of Voice by Reach

Share of Voice by Volume

4 Appendix

KPI Definitions

Sentiment/Net Tonality

Executive Summary

Executive Summary

Overall media coverage and reach was down for Spotify in Q3, but this is to be expected after Q2 was filled with international launches and product upgrades. Pandora continues to garner the most media attention in the space, and after a spike in early 2014 for Beats Music, largely due to the acquisition of Beats by Apple, Spotify regained the number two position in the space. The sentiment toward Spotify remains positive, although slightly down, and the most far reaching news stories were down to reports of a failed acquisition offer from Google, and the ‘Summer Top Ten’ list, that was a hugely popular release in late August.

Communications Performance

Net Tonality Score - Calculated by subtracting the percentage of negative articles from the percentage of positive articles (based on reach).

Reach Circulation/Impression numbers based on data from ComScore. Measure of potential audience.

Ad Value An estimation of publicity value calculated by multiplying reach by an industry standard formula.

Communications Performance Summary

NTS

Mentions Number of articles for the date range

Company Date Range Mentions Reach Score Ad Value

Spotify 1 July - 30 September 7,419 187B 16.0 $1,729,359,987

Public Relations ROI – Quarterly Comparison

Net Tonality Score Q3

16.0 Compared to Q2

-6.9

Number of Outlets Q3

3,016 Compared to Q2

- 17.86%

10K 7.5K

5K

2.5K

0K Q2 Q3

Number of Articles

# Articles Q3

7,419

Compared to Q2

- 29.91%

Potential Audience Q3

186M

Compared to Q2

- 30.84%

Ad Value Q3

$1,729,359,987 Compared to Q2

-$771,257,618

Jul 3 Jul 10 Jul 17 Jul 24 Jul 31 Aug 7 Aug 14 Aug 21 Aug 28 Sep 4 Sep 11 Sep 18 Sep 25 Oct 2

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Media Exposure Explanation

This chart shows the number of hits per day for Q3 for Spotify. The y-axis is number of hits and the x-axis is date.

1

1 This spike in coverage around 23 September was down to a positive news story regarding the uptake of Spotify in Latin America, and the launch of a Spotify office in Buenos Aires. Many of these articles were Spanish language articles which had a huge impact on the brand in South America.

2

2 The second most published story was on a report of a failed acquisition of Spotify by Google. Although this didn’t reach as many outlets as the above, it had the most reach of any story in Q3.

Media Exposure Explanation

This chart shows the media exposure from Q2 to Q3 by month. The y-axis is number of hits and the x-axis is date.

April May June July August September 0

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Previous Quarter Current Quarter

Explanation

This chart shows the daily cumulative reach of articles for Q3 for Spotify. The y-axis is reach and the x-axis is date.

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Potential Reach

Jul 4 Jul 12 Jul 20 Jul 28 Aug 5 Aug 13 Aug 21 Aug 29 Sep 6 Sep 14 Sep 22 Sep 30

35B

40B

45B 1

2 1 The spike in Potential Reach on

24 July was down to a report that Google had failed in a bid to purchase Spotify, reported in many high-powered publications.

2 The spike in Potential Reach in early September was largely caused to a release that documented the ‘Top 10 streamed tracks of the Summer’ on Spotify, featuring songs by Calvin Harris and Ed Sheeran.

Potential Reach Explanation

This chart shows the monthly cumulative reach of articles for Q2 and Q3 for Spotify. The y-axis is reach and the x-axis is date.

April May June July August September 0M

500M

1000M

1500M

2000M

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4000M

Previous Quarter Current Quarter

Geographical Spread - Spotify

Explanation The maps shows the countries in which content was picked up in Q3. The darker colors signal more coverage and the lighter colors less. The bar chart shows the top 10 countries for Q3 compared with Q2.

0K 1K 2K 3K 4K

United States

Spain

Germany

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Kingdom

Sweden

France

Mexico

Italy

Brazil

Canada

Previous Quarter Current Quarter

Top Publications by Mentions

Explanation

This table shows the top 10 publications by article volume for Q3.

Outlet/Publication Mentions Circulation: Potential Viewership

Ad Value

Tech Investor News 143 1,199,147,760 $11,092,117

エキサイト 27 10,872,299,680 $100,568,772

ニコニコニュース 24 8,765,827,511 $81,083,904

Yahoo! Finance 16 19,983,758,037 $184,849,762

Yahoo! News 11 10,575,907,632 $97,827,146

Yahoo News (FR) 10 1,277,898,930 $11,820,565

CHIP 7 1,908,409,077 $17,652,784

Investing & Stock Research - Businessweek 5 825,704,712 $7,637,769

ABCNews.com 6 1,976,689,560 $18,284,378

MSN Latinoamérica 1 1,274,215,400 $11,786,492

Top Publications by Ad Value

Explanation

This table shows the top 10 publications by Ad Value for Q3.

Outlet/Publication Mentions Circulation: Potential Viewership Ad Value

Yahoo! Finance 16 19,983,758,037 $184,849,762

エキサイト 27 10,872,299,680 $100,568,772

Yahoo! News 11 10,575,907,632 $97,827,146

ニコニコニュース 24 8,765,827,511 $81,083,904

ABCNews.com 6 1,976,689,560 $18,284,378

CHIP 7 1,908,409,077 $17,652,784

Yahoo News (FR) 10 1,277,898,930 $11,820,565

MSN Latinoamérica 1 1,274,215,400 $11,786,492

Tech Investor News 143 1,199,147,760 $11,092,117

Investing & Stock Research - Businessweek 5 825,704,712 $7,637,769

Sentiment Analysis

Explanation 800 . 600

The donut chart shows Q3 coverage broken down by sentiment. The number in the middle of the donut shows the net tonality score which is the % of positive articles minus the % of negative articles. The bar chart on shows the positive and negative articles per month. The y-axis is hits and the x-axis is date

Net Tonality Score

11.4

July August September

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-200

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Negative Neutral Positive

Competitor Analysis

Competitive Benchmark Summary

Company Mentions Reach Net Tonality Ad Value SOV

Beats Music 1,660 26.7B 12.1 $247,369,651 4.97%

Pandora 6,177 324.1B 5.8 $2,997,838,234 60.26%

Spotify 7,419 187.0B 16.0 $1,729,359,987 34.76%

Industry Avg. 5,085 179.3B 11.3 $1,658,189,291 100.00%

Rankings Reach

Audience reached by rank order.

Net Tonality

Positive/Negative tonality of audience by rank order.

Share of Voice

Share of Audience reached by rank order.

Rank Company Reach

1 Pandora 324.1B

2 Spotify 187.0B

3 Beats Music 26.7B

Rank Company Score

1 Spotify 16.0

2 Beats Music 12.1

3 Pandora 5.8

Rank Company SOV

1 Pandora 60.26%

2 Spotify 34.76%

3 Beats Music 4.97%

Media Exposure

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Spotify Beats Music Pandora

Explanation

This chart shows the total number of articles for Q3 for Spotify, Beats Music and Pandora. The y-axis is hits and the x-axis is company

Media Exposure

Explanation

This chart shows the total number of articles per month for Spotify, Beats Music and Pandora. The y-axis is hits and the x-axis is month split by company.

July August September

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Spotify Beats Music Pandora

Reach

Explanation

This chart shows the total reach of articles for Q3 for Spotify, Beats Music and Pandora. The y-axis is reach and the x-axis is company .

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Spotify Beats Music Pandora

Reach

Explanation This chart shows the total reach of articles per month for Q3 for Spotify, Beats Music and Pandora. The y-axis is reach and the x-axis is month split by company.

July August September

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40B

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Spotify Beats Music Pandora

Share of Voice by Volume

Explanation

This donut shows the share of voice for Q3 based on article volume.

Spotify 48.6%

Beats Music 10.9%

Pandora 40.5%

Share of Voice by Reach

Explanation

This donut shows the share of voice for Q3 based on total reach.

Beats Music 5.0%

Pandora 60.3%

Spotify 34.8%

Sentiment Analysis by Volume

Explanation

This chart shows the number of positive, neutral and negative articles for Spotify, Beats Music and Pandora for Q3. The y-axis is hits and the x-axis is company.

Q3

Beats Music Pandora Spotify 0K

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Negative Mentions Neutral Mentions Positive Mentions

Sentiment Analysis by Reach

Explanation

This chart shows the reach of the positive, neutral and negative articles for Spotify, Beats Music and Pandora for Q3. The y-axis is reach and the x-axis is company.

Negative Reach Neutral Reach Positive Reach

Beats Music Pandora Spotify 0B

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Appendix