spotify’s tom kitchen: understanding music consumption in the digital age
DESCRIPTION
Tom Kitchen discusses the growth and audience of music consumption in this digital age, how it has changed in the past and how it is going to change in the future.TRANSCRIPT
July 11, 2014July 11, 2014
Understanding Music Consumption in the Digital Age
News and campaigns from around the worldNews and campaigns from around the world
THE AGENDA
The Pirates. Not an eye patch in sight.
The Growth. The Spotify journey.
The Audience. Getting to know them better.
The Mainstream. Collaborating to play to more.
Piracy isn’t new Lars Ulrich on the danger of Napster in 2000”
“95 per cent of music downloads [globally] are unauthorised, with no payment to artists and producers”. - IFPI Digital Music Report 2009
Lars Ulrich, Chuck D And Charlie Rose On Napster In 2000
4
News and campaigns from around the worldNews and campaigns from around the world
THE AGENDA
The Growth. The Spotify journey.
40 MILLION A C T I V E U S E R S
10 MILLION S U B S C R I B E R S
5M Playlists created/updated daily
1.5B Playlists created to date
24M Songs available
South America Just Got Greener
150K Registered Users
350K On waitinglist
250K Tastemakers Advocates
57 We’re live in 57
countries across the globe!
News and campaigns from around the worldNews and campaigns from around the world
THE AGENDA
The Audience. Getting to know them.
Music Moments
In Car At Home At Work Working Out Public Transit
17% of commuters listen to streaming audio in their car
More than 42% of music listening at home is online
23% of users are stream online at work
22% of streaming music is at the gym
14% of streaming is done on public transit
Source: Confidential Spotify internal data, Q4 2013
We’re a BIG part of our audience’s life.
Source: Non-Spotify data per Pew Research study - “Frequency of Social Media Use” 2013. Spotify internal data
LinkedIn Tumblr Facebook Spotify
148
1640.8
Minutes per user/day
44% mobile
56% desktop
Bit of sunshine? BBQ!
01/06/2012 01/08/2012 01/10/2012 01/12/2012 01/02/2013 01/04/2013
May 5th
May 4th
...and on the subject of May 4th.
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THE ECHO NEST DATA API
Music Content Understanding
Music Discovery & Playlisting
Taste Profiles & User Insights
Introducing Taste Profiles THE ECHO NEST DATA API
Say hello to Music Clusters THE ECHO NEST DATA API
Moments
+
ActivitiesAudience Context
Demo
Music Data
Device
Sentiment
Social
Affinity Prediction Using MusicTHE ECHO NEST
‣Predictive models trained to score each user’s affinity for IAB Lifestyle categories.
‣Each model outputs an affinity score for each Lifestyle category.
‣Predictive models continually trained and validated against ground truth survey data.
News and campaigns from around the worldNews and campaigns from around the world
THE AGENDA
The Mainstream. Collaborating to play to more.
