Spotify/TNS study measures Spotify Free listening compared to radio, targets brand advertisers (24/09/15)
The result of a large-scale consumer survey commissioned by Spotify was released today, assessing how consumers in 10 European countries listen to terrestrial and online radio. Spotify commissioned global research company TNS to conduct the investigation, and is positioning it to marketers who use audio advertising, promoting the incremental value that Spotify can add to radio campaigns.
Three core questions served as the backbone of the study. First, how does Spotify’s free-listening service in Europe compare to radio? The point here was to see whether Spotify’s radio-like service extends reach to consumers beyond terrestrial radio. Second, how does Spotify’s reach compare to other streaming services? The study compares to iTunes Radio, SoundCloud, Google Play, and Deezer. Third, how does listening behavior compare to traditional radio? The focus here is time-of-day listening trends.
For most of the 10 countries (U.K., Germany, France, Spain, Sweden, Italy, Norway, Turkey, Finland, and Denmark) the study lays out the unique, unduplicated reach of top radio stations, and compares that metric to Spotify’s unique audience, and the duplicated audience of listeners who tune in both to terrestrial and Spotify Free.