Spotify is keen to encourage more brands to spend money reaching its audience of music listeners, so it’s hired market research firm comScore to produce a survey of 4,500 people for a new “Brand Impact Study” that promises that “streamers are twice as likely as non-streamers to advocate for and feel emotionally connected to brands”. There are some good stats within it: for example, 77% of streamers – this is all services, not just Spotify – listening on smartphones compared to 44% of non-streamers. But the study also breaks this down into Spotify and non-Spotify streamers, with 88% and 69% listening on smartphones respectively. It also claims Spotify users over-index on six genres compared to rival services: metal, alternative, techno/electronic/house, dance, rap/hip-hop and R&B.

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