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Press Play: Why UK audiences are turning to Spotify to tune out the noise

In a world full of digital distractions, people turn to Spotify to tune out the noise—and immerse themselves in the music and podcasts they love. Here’s what brands need to know.

Spotify partnered with international research agency MTM to explore the digital lives of people in the UK, Germany, France, Spain, and Italy. Pairing in-depth qualitative interviews with a 5,000-person quantitative survey, we uncovered new discoveries about how—and why—people stream digital audio.

  • +26%

    Use Spotify to get away from reality and be in their own bubble

    Uplift in agreement compared to Social Media brands

    Source: Press Play, MTM-Spotify Custom Research, UK, 2022

  • +23%

    Say Spotify is a “constant companion” throughout the day

    Uplift in agreement compared to Social Media brands

    Source: Press Play, MTM-Spotify Custom Research, UK, 2022

All this engagement throughout the day translates into high levels of trust—both in Spotify, and in the advertisements they hear.

Explore more data and best practices for brands, and download the Press Play one-sheet.

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