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<ul><li>In order to stand out in the clutter as it entered the Indian market, Spotify launched its marketing campaign called ‘There’s a Playlist for That’ and later, ‘Sunte Ja.’</li><li>The campaigns highlighted India’s daily social fabric, where people use music as a strong medium of emotional connect to navigate through their life. </li><li>Neha Ahuja, Marketing Head, India, Spotify told us how the campaign was shaped and helped the brand reach its objectives. </li><li>Going forward, says Ahuja, the brand aims to increase its focus on accessibility, introduce new features, and get new partners for the same.</li></ul>After Swedish music application Spotify launched into the Indian market, it faced a threat of getting lost in the clutter. A month into the launch and Spotify released a massive marketing campaign called ‘There’s a Playlist for That.’ The brand decided to pay all its attention on the 3 billion playlists available on its platform and reach out to millennials by crafting personalised messages. In an association with Leo Burnett, a hyper-local OHH plus digital campaign was thus launched to have a deeply localised and personalised user engagement with millennials. The campaign was geo-targeted on the basis of cities, neighbourhoods, and important traffic intersections, with one liners that depict relatable life situations and hyper-local cultural nuances. The core insight behind 'There's A Playlist For That' stems from Spotify’s understanding of how users wish to connect with music as a powerful form of emotional expression through playlists, no matter how life changes tracks. The idea was later extended to a campaign starring Anil Kapoor and Ishaan Khattar called ‘Sunte Ja’. According to IANS, <keyword id="6118216" type="UNKNOWN" weightage="20" keywordseo="Spotify-India">Spotify India</keyword>’s Monthly Active Users have grown to 2 million plus, while globally, Spotify has 248 MAUs. The music streaming platform outperformed its goals by 30% in Q3 of 2019. Spotify credits this growth to its strong marketing game and especially its second campaign - Sunte Ja. Neha Ahuja, Marketing Head, India, Spotify told Advertising and Media Insider what made its marketing strategy successful, how they overcame the threats of competition through marketing campaigns, and their plan ahead. Watch the case study to know more: 
 
 
 
 
 <div type="Video" msid="71941248" hostid="261" title="How Spotify Used its ‘3 Billion Playlists’ to Stand out in the Clutter: Case Study" thumbUrl="https://denmark.timesinternet.in/cmslite/api/app/images.jpg?msid=71941248"></div>

How Spotify used its ‘3 Billion Playlists’ to stand out in the clutter: Case Study

How Spotify Used its ‘3 Billion Playlists’ to Stand out in the Clutter: Case Study

<ul><li><keyword id="685487" type="COMPANY" weightage="20" keywordseo="Spotify">Spotify</keyword> reported an increase of 20% in premium subscribers in the second quarter.</li><li>It also saw a 22% year-over-year increase in overall subscriber base.</li><li>The monthly user growth saw a decline due to lower user intake in the quarter.</li></ul>Spotify on Wednesday announced it has reached 365 million subscribers globally as the audio streaming service grew 22% year-over-year during the quarter between April and June. Spotify also added 9 million monthly active users (MAUs) in the same period. The Sweden-based streaming service saw a 20% increase in premium subscribers, which now stands at 165 million. Spotify saw the most amount of growth in Europe and North America which helped boost its subscriber base. The streaming service posted a revenue of €2.33 billion (Rs 20,460 crores) in the second quarter, which is an increase from €2.15 billion the previous year. Spotify added 7 million new premium subscribers in Q2, which was well above expectations. It also highlighted that global consumption hours continued to grow in the last quarter with the highest growth in North America. Spotify expects to reach between 170 and 174 million premium subscribers by the end of the next quarter. The MAU growth for Spotify was, however, slower than expected, Spotify <a href="https://investors.spotify.com/financials/press-release-details/2021/Spotify-Technology-S.A.-Announces-Financial-Results-for-Second-Quarter-2021/default.aspx">said</a> in its Q2 earnings report. The reason behind this was due to lower user intake during the first half of Q2. Spotify also paused marketing campaigns due to COVID-19. Another reason that may have impacted this slow growth is a user sign-up issue that was tied to a global third party platform. In Q3 between July and September, the company expects to have around 382 million monthly active users. When it comes to content consumption, overall consumption hours of <a href="https://www.businessinsider.in/tech/news/swedish-music-streaming-giant-spotify-acquires-podz-as-podcasts-become-a-rage/articleshow/83626447.cms">podcasts</a> reached an all-time high on Spotify in Q2. By the end of the quarter, there were 2.9 million podcasts on the platform. Spotify continues to heavily invest on podcasts with its growing slate of original content and exclusive deals. Spotify also launched new features and interface changes in Q2. It also re-launched the Locker Room app as <a href="https://www.businessinsider.in/tech/news/take-a-look-at-spotifys-new-audio-only-app-greenroom-the-audio-streaming-giants-bid-to-challenge-clubhouse/articleshow/83760087.cms">Spotify Greenroom</a>, a Clubhouse-like audio social platform. Spotify plans to do a wide release of Greenroom later this year with focus on sports, pop culture, music and entertainment. SEE ALSO: <a href="https://www.businessinsider.in/tech/how-to/how-to-generate-a-spotify-pet-playlist-with-music-that-both-you-and-your-pet-will-love/articleshow/84283915.cms" data-type="tilCustomLink">How to generate a Spotify 'Pet Playlist' with music that both you and your pet will love</a> <a href="https://www.businessinsider.in/tech/news/take-a-look-at-spotifys-new-audio-only-app-greenroom-the-audio-streaming-giants-bid-to-challenge-clubhouse/articleshow/83760087.cms" data-type="tilCustomLink">Take a look at Spotify's new audio-only app Greenroom, the audio streaming giant's bid to challenge Clubhouse</a>

If Spotify was a country, it would be bigger than the US as subscriber count hits 365 million

<ul><li><keyword id="685487" type="COMPANY" weightage="20" keywordseo="Spotify">Spotify</keyword> led the charts with a market share of 30 per cent in revenue terms and 33 per cent in the terms of paid subscriptions, according to Counterpoint Research.</li><li><keyword id="6425775" type="UNKNOWN" weightage="20" keywordseo="Apple-Music">Apple Music</keyword> followed with 25 per cent revenue share and 21 per cent subscription share and Amazon Music subscriptions grew a strong 104 per cent (YoY) to capture the third spot. </li><li>However, in terms of total monthly active users (MAUs), <keyword id="6050734" type="UNKNOWN" weightage="20" keywordseo="Tencent-Music">Tencent Music</keyword> (with the help of QQ Music, Kugou and Kuwo) emerged the winner with a strong hold in China, accounting for 657 million MAUs.</li></ul>Led by Swedish music streaming service Spotify, the global online music streaming subscriptions increased 35 per cent (year-on-year) in the first quarter this year to hit 394 million subscriptions globally, a new report said on Wednesday. Spotify led the charts with a market share of 30 per cent in revenue terms and 33 per cent in the terms of paid subscriptions, according to Counterpoint Research. Apple Music followed with 25 per cent revenue share and 21 per cent subscription share and Amazon Music subscriptions grew a strong 104 per cent (YoY) to capture the third spot. However, in terms of total monthly active users (MAUs), Tencent Music (with the help of QQ Music, Kugou and Kuwo) emerged the winner with a strong hold in China, accounting for 657 million MAUs. "The growth in paid subscriptions (35 per cent YoY) was once again more than the 20 per cent YoY growth in monthly active users (MAUs). This indicates that people from the free MAU universe are upgrading to become premium subscribers for an improved experience," said Research Analyst Abhilash Kumar. Spotify's growth was driven by strong performances in the Asia Pacific and Latin America. In India, which Spotify entered recently, it has made a big price cut on its yearly plan Rs 1,189 to Rs 699. It came up with a new service Spotify Kids, besides podcasts and playlists for pets. "Apple Music expanded to 52 new countries and offered six months of free subscriptions there. Also, it is adding new features continuously on its platform, like with the iOS 13.4.5 release, users can now share their music on Instagram and Facebook stories, thus increasing social media engagements," explained Kumar. The reason for Amazon Music's stupendous growth is that its HD arm Amazon Music HD offered 90 days of "free lossless music streaming in Q1 2020". The race for subscriptions is heating up with every passing quarter. While the COVID-19 outbreak proved to be negative for most of the industries, it improved the overall scenario for the music streaming segment, said the report. SEE ALSO: <a href="https://www.businessinsider.in/india/news/photographer-of-the-viral-black-panther-images-from-india-shares-his-story/articleshow/76830618.cms">INTERVIEW: Shaaz Jung opens up about the blood, sweat and years behind the viral images of a rare black panther</a> <a href="https://www.businessinsider.in/politics/world/news/coronavirus-herd-immunity-may-be-unachievable-because-antibodies-disappear-after-a-few-weeks-in-some-people/articleshow/76836165.cms">Coronavirus herd immunity may be 'unachievable' after study suggests antibodies disappear after weeks in some people</a>

Spotify-led global music streaming market hits 394million subscribers

<div class="KonaFilter image-container display-table"><div><div class="image on-image">CurveShachar Bialick CEO and founder of Curve</div></div></div><ul class="summary-list"><li>Buzzy UK finance startup Curve broke records when it raised £6 million ($7.7 million) through crowdfunding in September - but faced criticism from investors for its 'lack of transparency' about revenue, active users, and other financial information. </li><li>Curve allows users to group all their bank cards into a single, physical smart card and is one of several new UK players hoping to disrupt how people manage their finances.</li><li>During its September crowdfunding campaign, Curve said it would reach four million customers by the end of 2020 but didn't say how many people use its product on a regular basis.</li><li>Leaked numbers from May obtained by Business Insider indicate that just 14% of Curve's approximately 500,000 customers were using its product every month.</li><li><a href="https://www.businessinsider.com/prime?module=article&amp;area=summary">Click here for more BI Prime stories</a>.</li></ul>Curve, the buzzy finance startup which lets users group all their bank cards into a single smart card, raised millions in crowdfunding money earlier this year, but leaked data obtained by Business Insider shows the company has struggled to keep users engaged.The self-described "Spotify of money" is an emerging player in London's highly competitive fintech scene, where a cohort of buzzy challenger banks have made it their mission to revolutionize personal finances. Last year, the city led European investment with more than $3.3 billion being invested solely into UK finance startups, <a href="https://www.innovatefinance.com/news/uk-fintech-investment-reaches-record-levels/">according to February data from Innovate Finance</a>.Curve was launched in April 2018. In July this year, the startup was <a href="https://www.businessinsider.com/london-fintech-startup-curve-55-million-series-b-pitch-deck-2019-9?r=US&amp;IR=T">valued at more than $200 million</a> after being backed by the likes of Santander and Seedcamp.Two months later, the firm turned to crowdfunding to boost its coffers and <a href="https://www.crowdcube.com/explore/blog/raising/curve-and-the-power-of-community">broke records on Crowdcube</a>, an online investment platform, when it raised £6 million ($7.7 million) in five hours, through the highest number of investors the site had ever seen (9,591) on a single campaign.But while Curve publicly claims to have "more than half a million customers,'' the company's internal metrics paint a very different picture.<div class="KonaFilter image-container display-table"><div><div class="image on-image">Curve A slide from Curve's crowdfunding pitch deck, projected growth to four million customers in 2020. </div></div></div>Data shared with Business Insider by two sources and dating from May this year suggested just 72,000 of Curve's 500,000 customers used their card once a month or more. In other words, only 14% of Curve's 500,000 customers are monthly active users.Monthly active users (MAUs) are calculated by measuring the number of unique users who engage with a product each month. The company has never shared its user numbers publicly but it is understood the stats were readily available to employees internally.Curve's investment deck, shared with those who contributed to it through Crowdcube, was previously described as "opaque" by the <a href="https://ftalphaville.ft.com/2019/09/17/1568725922000/Curve-s-cloudy-crowdfunding/">Financial Times</a>. It did not contain any KPI data or information about expected revenue or profit margins. It did contain optimistic projections about customer growth, however, suggesting the firm would have 4 million customers by the end of 2020 - with very little data to back this up. The pitch deck is not available publicly, but was shared with investors. At the time, Curve told the Financial Times that it wasn't required to hand a detailed prospectus to crowdfunding investors, per UK financial regulation.Two sources close to the company insisted the MAU figure for May was "closer to 80,000", or 16% of its 500,000 customers.Either figure is a downgrade on the 500,000 customer figure publicized by Curve, and suggests the startup has struggled to achieve the kind of "stickiness" enjoyed by other fintech startups.Monzo, the popular UK challenger bank founded in 2015, told us 73% of its 3.3 million customers use their card once or more a month. Rival Revolut said half of its 9 million customers do the same globally.One anonymous Crowdcube backer, who told Business Insider they had invested a four-figure sum in Curve's campaign, described the data as "not good". They added: "It's one thing to convince VCs to back your vision [because] they get to have a proper look under the bonnet. But it's quite another to get thousands of ordinary people to hand over their money without giving them the full story."Some investors sought greater transparency from Curve via its online message board but received no answers. "I have a billion questions I want to clarify," <a href="https://community.curve.app/t/average-card-usage-methodology/11889/6">wrote one</a>. "Curve has barely answered any or given any information."<a href="https://community.curve.app/t/investors-questions-response-on-crowdcube/13267/2">Another said</a>: "I'm probably going to pull my investment. No transparency in the whole process. Not a good sign of things to come."A third <a href="https://community.curve.app/t/curve-investors-rewards/14007/31">complained at Curve's lack of detailed response</a>.Sarah Kocianski, head of research at 11:FS, a consultancy specialising in digital finance, said: "It is widely understood within the fintech community that the stated customer numbers can be a bit useless."When thinking about investing in a business, I would want to know what its profits and revenues look like, especially if they have already been going for a few years, as opposed to a Kickstarter venture where you just like the sound of an idea."If you want to gain and maintain the public's trust, it's good to be as transparent as possible. Monzo has done crowdfunding in the past and has a good track record of accountability, going so far as to publish an annual report which goes into more detail than is legally required of them."Curve did not respond to repeated requests for comment. Crowdcube, when approached for comment, pointed us to <a href="https://www.crowdcube.com/companies/curve">Curve's fundraising page</a> and directed us to the company for comment.<a href="https://www.businessinsider.com/intelligence/connectivity-and-tech-pro?IR=T&amp;itm_source=businessinsider&amp;itm_medium=ctgr_bii&amp;itm_term=ctgr_subscription&amp;itm_content=spotify&amp;itm_campaign=connectivity-and-tech-pro-2"></a> <div class="margin-top"> <h3>NOW WATCH: <a href="https://www.businessinsider.com/ben-horowitz-what-companies-get-wrong-about-corporate-culture-2019-11">Legendary venture capitalist Ben Horowitz on culture mistakes most companies make, diversity in leadership, and the outlook for crypto</a></h3> <div> </div> </div>

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How Spotify used its ‘3 Billion Playlists’ to stand out in the clutter: Case Study

Karuna Sharma

How Spotify Used its ‘3 Billion Playlists’ to Stand out in the Clutter: Case Study

Karuna Sharma

If Spotify was a country, it would be bigger than the US as subscriber count hits 365 million

Marcia Sekhose

Spotify-led global music streaming market hits 394million subscribers

IANS

Leaked numbers show hot finance startup Curve struggled with active users before crowdfunding $7.7 million on the promise of big growth

Martin Coulter

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