We know that tracks from outside the traditional biggest music markets are increasingly prominent in streaming charts, but now Spotify has published some new figures to quantify that growth.
Its latest ‘fan study’ was published yesterday, focusing on global stats. One of the key ones being that 20.9% of tracks that reached the top 200 in Spotify’s Weekly Top Songs Global chart last year came from outside North America or Europe. That’s up from 15.2% in 2020, and 10.8% in 2019.
As with all data storytelling, there’s a pitch being made here. Spotify is keen for artists and their teams to think globally with their marketing and other activities, so the stats are geared towards encouraging that strategy. That doesn’t stop the data from being a useful snapshot of how the streaming economy is evolving, however.
Spotify says that on average, its users listen to artists from 14 different countries a month; that on average 66% of new artist discoveries happen outside the artist’s home country; and that almost 84% of streams on international collaborations come from outside the main artist’s country.