Articles
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.