by Joanna Wong, Head of Business Marketing, Spotify, APAC
What songs do you sing to in the shower?
Don’t worry, you are not alone when it comes to singing in the shower. There are at least 40 thousand active ‘Shower’ playlists on Spotify that are streamed globally over 500 thousand times a day. That’s a lot of people singing in the shower!
Interestingly, the most likely demographic to stream ‘Shower’ playlists aren’t dads rocking out to Deep Purple or small children listening to ‘Rubber Ducky’. It’s young adult males, between the age of 18-24. And their song of choice is Wham!, ‘Wake Me Up Before You Go Go’.
For a brand, these nuggets of insight are extremely powerful.
Could there be a more appropriate time to deliver an ad about shampoo or body wash to young males than while they are in the shower? With 25 billion hours of music streamed on Spotify globally and the average Filipino spending 154 minutes on the platform per day, we are seeing brands use our data to reach the right people with the right message at the right time using playlist targeting.
Today, people are sound tracking their lives. They are creating playlists for the shower, to listen during their coffee breaks, party playlists, break up playlists and ones to listen to over dinner. These are golden moments for brands to reach the right person at the right time.
Our data not only helps brands make more meaningful connections with consumers, but also helps us to build a better experience and product for our fans. Every week, millions of running playlists are being streamed on our platform. Taking advantage of this insight, we introduced Spotify Running. This feature comes with built functionality into our app that detects people’s tempo when they are running and plays music to match it. The faster you run, the faster the tempo. We also changed our catalogue of music from genres to moods, because our data told us that’s what people were searching for. Using our data insights means we aren’t guessing what people will use or like – we know.
Whether it’s making a microsite that tells people which Game of Thrones character they are based on their listening activity, or digging up your target audience’s’ favourite soundtrack to create extremely relevant content – there is no limit to your innovation.
So let’s turn up the volume and bust a groove, thinking up creative ways to drive engagement with consumers.
To learn more about how your brand can work with Spotify, contact us as ph-sales@spotify.com.
