Spotify for Artists has added new audience segmentation statistics to give artists better insight into their fans.
New audience segments in the Spotify for Artists interface give artists and their team deep insights into their audience, helping them grow and deepen their relationships with their fans. So far, the data has been at a high level, focusing on total streams, monthly listeners, and followers. But this data doesn’t separate fans from superfans. According to our mid-year music industry report, superfans are responsible for 42% of new artist engagement.
In the future, an active audience will generate many more streams of music from listeners who have only listened a few times. According to Spotify, people who actively stream a song will be four times more likely to play that artist’s music over the next six months. These kinds of insights helped Spotify for Artists build its new segments.
The New Segments tab. replaces the Active Audience tab. It displays an artist’s total audience and two new segments: Active Audience and Programmed Audience. Here’s what you need to know about these changes to better understand your artist stats.
What are previously active listeners?
Listeners in the previously active listener segment have been actively listening to your music in the last two years, but have not intentionally streamed your music in the last 28 days.
What is the programmed audience?
The Programmed Audience segment shows listeners who haven’t actively streamed your music in the past two years. However, they have listened to your music at least once in the last two years in programmed sources such as editorial playlists, personalized playlists, radio and autoplay or user-created playlists. In other words: these listeners were familiar with a track or album of yours, but did not search for it themselves.
What are super listeners?
These are your superfans fueling your growth on a digital streaming platform. Super listeners are the most engaged listeners who have actively streamed your music in the last 28 days. They are also the category with the highest likelihood of continuing to stream your music in the future.
What are moderate listeners?
Moderate listeners are active listeners who intentionally streamed your music “often” in the last 28 days. They don’t engage with their music as often as super listeners, but could develop into super listeners over time.
What are light listeners?
The last segment is active listeners who intentionally streamed your music once or twice in the last 28 days. They could become moderate listeners or superfans as they continue to develop their listening habits.