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Spotify Goes Big On New Users & New Content

Spotify paid subscribers (YoY growth):
1) 2017-Q3 – 62M
2) 2018-Q3 – 87M (↑ 40%)
3) 2019-Q3 – 113M (↑ 30%)
4) 2020-Q3 – 144M (↑ 27%)

Spotify ad-supported users (YoY growth):
1) 2017-Q3 – 91M
2) 2018-Q3 – 109M (↑ 20%)
3) 2019-Q3 – 141M (↑ 29%)
4) 2020-Q3 – 185M (↑ 31%)

Spotify share of total revenue from advertising:
1) 2017-Q3 – 11%
2) 2018-Q3 – 11%
3) 2019-Q3 – 10%
4) 2020-Q3 – 9%

Interesting: The average length of a song has continued to fall in recent years.

Why this matters: Spotify pays an artist on a per-stream basis once a track is played for 30+ seconds.  This incentivizes artists to create shorter songs since a 2.5-minute song played twice is twice as valuable as a 5.0-minute song played once.

More: Inside YouTube’s plan to win the music-streaming wars

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