Media & Entertainment

Spotify Makes The Shift To Mobile With 52% Of Listening Now On Phones And Tablets


Image Credits:

Why have Apple and Google suddenly gotten so interested in streaming music? Because it could rally people to iOS or Android since mobile is where they listen, according to new stats I’ve attained about Spotify.

The company has been telling its brand advertisers that mobile now accounts for the majority of listening, with 42% on phones and 10% on tablets, while its desktop software handles 45% and its web player runs 3%. It seems the opening of shuffle play on phones and its ad-supported free tier on tablets in late 2013, has drawn more users to Spotify streaming on the go.

How Do We ListenThis and other stats were shown on screens at a Spotify party for brands and advertisers at CES this week. Spotify declined to comment on the news but did not dispute the authenticity of the stats.

Spotify frequently touts its user and subscriber numbers: 50 million monthly actives and 12 million paying customers. But as Medium founder Ev Williams crystallized last week, it’s engagement that counts, not if someone cruised by your product for one minute this month.

Well Spotify now says the cross-platform users that listen on both desktop and mobile average 150 minutes per day of listening. That comes as song downloads fell 12% in the US in 2014 while song streaming grew a massive 54% over the year.

The Spotify engagement stat shows that getting users on both mobile and desktop boosts platform lock-in and engagement. Users might create playlists on desktop and listen on mobile, or discover an artist through Spotify radio on mobile and then listen to their whole album on desktop. It also signals to brands that they should think about an owned media strategy on Spotify where they create a brand profile and distribute playlists, as listeners are spending serious time on the platform.

Spotify Connect FacebookFinally, Spotify says 55% of users connect their accounts with Facebook. That’s important, as Spotify needs people’s friend lists to make it easy for them to create a music social sub-graph of friends with similar taste. When Spotify first launched in the US, it required a Facebook account for sign-up. Dropping that requirement appears to have been a smart choice since 22 million users leave their accounts disconnected.

With the looming launch of an iTunes streaming music service from Apple this year that I know hear is slated for early summer, Spotify is pushing on all fronts to get music listeners tuned into its service first.

Spotify is enhancing its product with new features like Top Tracks In Your Network, a constantly updated News Feed-style playlist,t based on what people you follow are listening to, and a partnership with Uber offering listening in the car. It’s striking partnerships with telecoms to bundle Spotify Subscriptions with mobile plans. And it’s offering legal music playback to third-party apps like DJay via an API, so users can DJ with the entire Spotify catalog.

Screen Shot 2015-01-10 at 1.22.33 PM

All these moves are designed to create as many loyal Spotify users as possible before they’re presented with a streaming option from Apple. Since the iPhone-maker earns so many billions of dollars from hardware sales, it could potentially undercut Spotify’s $10 a month subscription price point. Apple’s streaming service could come bundled with iPhones or at least pre-installed, which could allow it to immediately leapfrog Spotify’s user count.

Spotify’s best bet is to get people creating playlists, tuning personalized radio stations, building a music social graph, and buying long-term subscriptions in hopes they won’t hop to a competitor. With software usage shifting to mobile across the board, at least these new stats show Spotify is building a user base on the devices of the future.

More TechCrunch

After Apple loosened its App Store guidelines to permit game emulators, the retro game emulator Delta — an app 10 years in the making — hit the top of the…

Adobe comes after indie game emulator Delta for copying its logo

Meta is once again taking on its competitors by developing a feature that borrows concepts from others — in this case, BeReal and Snapchat. The company is developing a feature…

Meta’s latest experiment borrows from BeReal’s and Snapchat’s core ideas

Welcome to Startups Weekly! We’ve been drowning in AI news this week, with Google’s I/O setting the pace. And Elon Musk rages against the machine.

Startups Weekly: It’s the dawning of the age of AI — plus,  Musk is raging against the machine

IndieBio’s Bay Area incubator is about to debut its 15th cohort of biotech startups. We took special note of a few, which were making some major, bordering on ludicrous, claims…

IndieBio’s SF incubator lineup is making some wild biotech promises

YouTube TV has announced that its multiview feature for watching four streams at once is now available on Android phones and tablets. The Android launch comes two months after YouTube…

YouTube TV’s ‘multiview’ feature is now available on Android phones and tablets

Featured Article

Two Santa Cruz students uncover security bug that could let millions do their laundry for free

CSC ServiceWorks provides laundry machines to thousands of residential homes and universities, but the company ignored requests to fix a security bug.

16 hours ago
Two Santa Cruz students uncover security bug that could let millions do their laundry for free

OpenAI’s Superalignment team, responsible for developing ways to govern and steer “superintelligent” AI systems, was promised 20% of the company’s compute resources, according to a person from that team. But…

OpenAI created a team to control ‘superintelligent’ AI — then let it wither, source says

TechCrunch Disrupt 2024 is just around the corner, and the buzz is palpable. But what if we told you there’s a chance for you to not just attend, but also…

Harness the TechCrunch Effect: Host a Side Event at Disrupt 2024

Decks are all about telling a compelling story and Goodcarbon does a good job on that front. But there’s important information missing too.

Pitch Deck Teardown: Goodcarbon’s $5.5M seed deck

Slack is making it difficult for its customers if they want the company to stop using its data for model training.

Slack under attack over sneaky AI training policy

A Texas-based company that provides health insurance and benefit plans disclosed a data breach affecting almost 2.5 million people, some of whom had their Social Security number stolen. WebTPA said…

Healthcare company WebTPA discloses breach affecting 2.5 million people

Featured Article

Microsoft dodges UK antitrust scrutiny over its Mistral AI stake

Microsoft won’t be facing antitrust scrutiny in the U.K. over its recent investment into French AI startup Mistral AI.

18 hours ago
Microsoft dodges UK antitrust scrutiny over its Mistral AI stake

Ember has partnered with HSBC in the U.K. so that the bank’s business customers can access Ember’s services from their online accounts.

Embedded finance is still trendy as accounting automation startup Ember partners with HSBC UK

Kudos uses AI to figure out consumer spending habits so it can then provide more personalized financial advice, like maximizing rewards and utilizing credit effectively.

Kudos lands $10M for an AI smart wallet that picks the best credit card for purchases

The EU’s warning comes after Microsoft failed to respond to a legally binding request for information that focused on its generative AI tools.

EU warns Microsoft it could be fined billions over missing GenAI risk info

The prospects for troubled banking-as-a-service startup Synapse have gone from bad to worse this week after a United States Trustee filed an emergency motion on Wednesday.  The trustee is asking…

A US Trustee wants troubled fintech Synapse to be liquidated via Chapter 7 bankruptcy, cites ‘gross mismanagement’

U.K.-based Seraphim Space is spinning up its 13th accelerator program, with nine participating companies working on a range of tech from propulsion to in-space manufacturing and space situational awareness. The…

Seraphim’s latest space accelerator welcomes nine companies

OpenAI has reached a deal with Reddit to use the social news site’s data for training AI models. In a blog post on OpenAI’s press relations site, the company said…

OpenAI inks deal to train AI on Reddit data

X users will now be able to discover posts from new Communities that are trending directly from an Explore tab within the section.

X pushes more users to Communities

For Mark Zuckerberg’s 40th birthday, his wife got him a photoshoot. Zuckerberg gives the camera a sly smile as he sits amid a carefully crafted re-creation of his childhood bedroom.…

Mark Zuckerberg’s makeover: Midlife crisis or carefully crafted rebrand?

Strava announced a slew of features, including AI to weed out leaderboard cheats, a new ‘family’ subscription plan, dark mode and more.

Strava taps AI to weed out leaderboard cheats, unveils ‘family’ plan, dark mode and more

We all fall down sometimes. Astronauts are no exception. You need to be in peak physical condition for space travel, but bulky space suits and lower gravity levels can be…

Astronauts fall over. Robotic limbs can help them back up.

Microsoft will launch its custom Cobalt 100 chips to customers as a public preview at its Build conference next week, TechCrunch has learned. In an analyst briefing ahead of Build,…

Microsoft’s custom Cobalt chips will come to Azure next week

What a wild week for transportation news! It was a smorgasbord of news that seemed to touch every sector and theme in transportation.

Tesla keeps cutting jobs and the feds probe Waymo

Sony Music Group has sent letters to more than 700 tech companies and music streaming services to warn them not to use its music to train AI without explicit permission.…

Sony Music warns tech companies over ‘unauthorized’ use of its content to train AI

Winston Chi, Butter’s founder and CEO, told TechCrunch that “most parties, including our investors and us, are making money” from the exit.

GrubMarket buys Butter to give its food distribution tech an AI boost

The investor lawsuit is related to Bolt securing a $30 million personal loan to Ryan Breslow, which was later defaulted on.

Bolt founder Ryan Breslow wants to settle an investor lawsuit by returning $37 million worth of shares

Meta, the parent company of Facebook, launched an enterprise version of the prominent social network in 2015. It always seemed like a stretch for a company built on a consumer…

With the end of Workplace, it’s fair to wonder if Meta was ever serious about the enterprise

X, formerly Twitter, turned TweetDeck into X Pro and pushed it behind a paywall. But there is a new column-based social media tool in town, and it’s from Instagram Threads.…

Meta Threads is testing pinned columns on the web, similar to the old TweetDeck

As part of 2024’s Accessibility Awareness Day, Google is showing off some updates to Android that should be useful to folks with mobility or vision impairments. Project Gameface allows gamers…

Google expands hands-free and eyes-free interfaces on Android