You are what you listen to and what you stream
Do you remember when we talked about “Tell me what music you listen to, I’ll tell you who you are and what you buy”?
Well, Spotify knows well how to understand people through music.
The music streaming giant Spotify has been sharing people's secrets listening habits.
They know that your listening habits reflect who you are, so, what can they do with these information?
It’s all about how Spotify tracks its users and how audio data can be used.
In March, at the Advertising Week Europe conference, the company’s VP of “global partner solutions,” Danielle Lee spoke about how audio data represent an emerging opportunities for the marketing specialists.
“On social, you curate your social-media feed to create a picture of yourself, but music is about participating in your most vulnerable moments,”.
About its audience, Spotify declares:
“We’ve uncovered streaming habits that are unique to this new way of listening, by analyzing how over 140 million people listen on Spotify. We also surveyed listeners around the world to learn how their streaming habits relate to what they’re like offline—from their personality traits and brand sentiments to their purchase behaviors.”
The audio data so collected are a valuable source of information for any kind of company. Spotify’s intelligence assesses the target group in a new deep specific way in order to allow its clients to reach users in the right context with the right message.
Spotify has identified three different streaming habits, this overall let them to understand who you are and put you in one of them audiences.
Through this new marketing technology, they can deeply reach every kind of target group making it personal, customizing how the message reaches the appropriate audience.
In that context, no group is leading the music streaming charge more than millennials.
Jeff Rossi, Spotify business marketing global director, said:
"For marketers looking to reach this highly sought-after group, we understand that millennials are listening more frequently and streaming in more places than nonmillennials, including most often on mobile and desktop as they move from home to school to work. We also see that millennials' streaming habits are not as impacted by traditional peak consumption periods like prime time or drive time. They are connected all day from the moment they wake up."