the new audio. reaching the spotify listener in turkey kerli nurmoja spotify

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%


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%


Segment

15-64


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


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%


Segment

15-34


Duplication



POWER TURKPOWER FM


KRAL FMSLOW TURK


METRO FMJOYFM


TRT-3LOUNGE FM



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%


Segment

15-34


Duplication



POWER TURKPOWER FM


KRAL FMSLOW TURK


METRO FMJOYFM


TRT-3LOUNGE FM



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]

mailto:[email protected]

the new audio. reaching the spotify listener in turkey kerli nurmoja spotify

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