among US consumers when it comes to "brand intimacy," per a study from MBLM cited by Mobile Marketer. The audio streaming platform, which now has 73 million total users in North America, has been working hard over the last few years to both add more users and endear existing ones to its offerings. The new study suggests that it's had success with the latter.
," which would help users find recommendations based on their friends' listening history — Spotify said it was a tool that would allow users to "discover music through friends whose taste [they] trust." feature, which enables influencers to put video clips into their public playlists, likely in a bid to mutually drive boost engagement for both parties. All of these efforts allow users to connect both with each other and the platform in new and exciting ways that feel organic.
This is likely why users feel as though they have an emotional connection with Spotify: Not only does the platform cater to their tastes and behaviors, but it's also very publicly working to add in even more aspects that will allow them to share and benefit from their relationships outside of the streaming site.
That deep connection is not only a benefit for Spotify, but it could also signal an opportunity for marketers looking to engage with audiences in a place they're open and trusting. As of Q4 2019, the of Spotify's international users use the free ad-supported version, while nearly half of its North American users take the ad-supported version.
As of 2019, that equates to 35.8 million ad-supported users in the US, and these users spend a considerable amount of time with the platform: In 2019, US adults spent 46 minutes with Spotify, compared with just And while its user base has grown larger and more appealing, Spotify has worked to make itself more attractive to advertisers in other ways too: As just one example, it rolled out
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