Global Spotify Premium Subscribers

Proof Point

Number of Spotify premium subscribers reached 50 million as of March 2017, a 50x increase in five years

2011 – 2017 (millions)

Proof Point Findings

Premium Subscribers – Number of customers subscribed to Spotify’s premium service, which allows song downloads and advertisement-free listening through mobile or desktop app
Accelerating Subscriber Growth – Spotify premium subscribers accelerated growth 50x, from one million in March 2011 to 50 million in March 2017
Key Drivers – Include listeners wanting to block advertisements, growing consumer interest for on-demand music streaming, increased company partnerships with music labels, Spotify’s continuous market expansion, and successful collaborations with Internet service providers and wireless companies

Accelerator	Cloud-Based Services, Content Creation, Sharing and Consumption
Market Disruption	Access Over Ownership, Customized, On-Demand Offerings
Sector	Information Technology, Media and Entertainment
Source	"Spotify hits milestone with 1 million subscribers," BBC, http://www.bbc.com/; "Spotify is growing — but why isn’t it growing faster?," TIME, http://time.com/; "Spotify: Growing like mad, yet so far to go," CNET, https://www.cnet.com; "Spotify hits 10 million paid users. Now can it make money?," Bloomberg, https://www.bloomberg.com/; "20 million reasons to say thanks," Spotify, https://www.spotify.com/; "Spotify hits 30 million subscribers," The Verge, http://www.theverge.com/; "Spotify now has 50 million paid subscribers," The Verge, http://www.theverge.com/; AcceleratingBiz analysis
Date Last Updated	June 17, 2017

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