News & Insights

Infographic: Spotify listeners are unique, attentive—and everywhere

How can Spotify add to your media mix? We partnered with Nielsen to see how Spotify’s audience compares to commercial radio, TV, and digital media—and found that Spotify adds incremental reach to any media mix. Download the infographic to explore the findings.

The media landscape is noisier than ever.

Your audience now has more channels, devices, and advertising messages competing for their attention. And the challenge for marketers? Not only finding their most relevant audience—but trying to keep their attention.

Our past research has shown that Spotify’s intimate, interactive, and engaging ad environment means listeners are more likely to pay attention to ads, especially compared to other forms of media. But where Spotify outperforms radio, TV, and digital media on attention and engagement, how does reach compare? We partnered with Nielsen to find out. Among the key insights: Spotify not only adds significant incremental reach to commercial radio, but also captures a larger audience of people 16+ across the country.1

  1. Source: ’The Mixer’ Research, Nielsen + Spotify 2021; US online population, n=12590

Download the infographic below to explore more insights about reach and incremental reach on Spotify.

Explore more of the findings

Learn more about how Spotify adds reach and incremental reach to any media mix.

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