Reports: Spotify

Browse all of our reports, featuring our analysts' expert insights and analysis of audience segmentation, emerging trends and technologies, value chains, market shares, predictions and more – backed by our proprietary survey data and bespoke models & forecasts. Become a subscriber to get new ones every month, or just pick one to get started.

Cover image for Defining entertainment superfans

Defining entertainment superfans
Characteristics, categories, and commercial impact

Olivia Jones and Laura Fisher

15 Sep 2025

France Australia Spotify

Superfans represent a highly valuable yet consistently underleveraged audience segment for the entertainment industry. What drives this disconnect is the fact that – despite frequent anecdotal use of the term – a standardised, empirical definition remains absent, preventing companies from systematically identifying, nurturing, and monetising th...

Cover image for Social as the home of online scenes

Social as the home of online scenes
Going beyond viral moments

Hanna Kahlert

14 Aug 2025

Creators Creators France

In a fragmented digital environment, scenes are becoming important tools for connecting with and mobilising fans. Social platforms can be useful for finding, understanding, and engaging with scenes. However, not all social moments are created equal. This report reveals how social is only part of the bigger picture, and dives deep to show that the c...

Cover image for Streaming strongholds

Streaming strongholds
High-potential markets for global music players

Perry Gresham

11 Aug 2025

ARPU Labels Streaming

While the balance of music streamers continues to tip towards global south markets, their smaller ARPU rates limit their revenues. Meanwhile, periodic price-rises and the advent of supremium will reinforce the contributions from the West. This report highlights streaming strongholds, those markets which, underscored by high music engagement and his...

Cover image for The future of creator apps

The future of creator apps
Fuelling engagement with fandom

Ben Woods

29 Jul 2025

Creators Spotify Artists

The AI boom has unleashed a wave of creator tools, but some are struggling to make the transition from interesting and experimental to compulsive and essential. Fandom offers a solution by tying creation to a consumer’s personal passion, appetite for community engagement and a desire to have a stake in the entertainment they love.

Cover image for Music consumer behaviour Q1 2025

Music consumer behaviour Q1 2025
Mixed signals

Mark Mulligan

17 Jul 2025

Consumer behaviour Streaming France

This report presents MIDiA Research consumer data for music. Data covered includes weekly active users, streaming music behaviour, non-streaming behaviour, fandom activity, and audio consumption. All data is from MIDiA’s Q1 2025 survey, with data for US, UK, Australia, Canada, France, Poland, Spain, Colombia, Japan, n = 9,023.

Cover image for International success for local language artists

International success for local language artists
A strategic playbook

Laura Fisher

24 Jun 2025

UK France Spotify

The music industry is undergoing a paradigm shift. Success once required artists to fit the traditional industry model where anglicisation and relocation to traditional hubs like Los Angeles, New York, or London were prerequisites. Streaming platforms have democratised access, enabling artists to achieve international fame while remaining culturall...

Cover image for AI futures

AI futures
Culture wars

Ben Woods, Tatiana Cirisano, Hanna Kahlert, Mark Mulligan and Kriss Thakrar

29 May 2025

Apple Spotify Deezer

AI is transforming culture, entertainment, business, and society at a rate unprecedented in the digital era. Unlike previous tech, AI is evolving at the speed of computing, not the human brain. Delivering as quickly as it promises, AI is breaking the mould.

2024 audio consumer profile
Habits, platforms, and personas

Laura Fisher

19 May 2025

Apple Spotify YouTube

This report presents MIDiA’s audio consumer survey data with a view to understand the global audio consumer.This report is a compilation of the most recent MIDiA audio data. Key data in this report: Platforms that podcast monthly listeners use to access their podcasts, Q4 2024, global Podcast monthly listeners main ways of discovering podcasts, Q...

Cover image for Germany media consumption Q4 2024

Germany media consumption Q4 2024
Growth potential on all fronts

Mark Mulligan

28 Apr 2025

US UK France

This report presents MIDiA consumer entertainment data across media, music, audio, and games. Data covered includes streaming music, podcasts, social media, games consoles, and much more. All data is from our Q4 2024 survey, fielded in US, Canada, Brazil,...

Cover image for Breaking saturation

Breaking saturation
Music streaming pricing strategy

Tatiana Cirisano and Perry Gresham

8 Apr 2025

Labels Subscriptions Streaming

Nearly two decades into the streaming era, established subscription markets like the US are approaching saturation. While growth pockets for standard subscriptions remain, the next stage is about raising average revenue per user through both price increases and user segmentation.

Cover image for The audio creator opportunity

The audio creator opportunity
Audio creator behaviours and monetisation potential

Rutger Rosenborg

14 Mar 2025

Creators Subscriptions Spotify

Historically, YouTubers and TikTok influencers have received the lion’s share of mainstream attention as a creator class – but audio creators are increasingly active on the same digital platforms and operating within the same formats. As a result, the audio creator has become a jack of all trades, moving between copyediting, audio editing, and ...

Cover image for Recorded music market shares 2024

Recorded music market shares 2024
Widening gaps

Mark Mulligan and Tatiana Cirisano

13 Mar 2025

Music revenue Streaming Spotify

After a buoyant 2023, recorded music revenue growth slowed again in 2024, the fourth year of alternating growth rates. It was a year of varied fortunes across both formats and labels, but perhaps most crucially of all, a growing divergence between label streaming growth and DSP growth.

Music streaming consumer profile Q4 2024
Stabilisation and fandom slowdown

Mark Mulligan and Tatiana Cirisano

26 Feb 2025

Willingness to pay Music consumers Streaming

Consumer music behaviours are both stabilising and showing signs of coming change. Change that could be challenging for all music business stakeholders, especially with regards to fandom monetisation. This report presents data-focused visuals and impactful analysis of trends and anomalies that will inform your understanding of what is happening to ...

Cover image for Social 2025

Social 2025
Navigating platforms for fan power

Hanna Kahlert

19 Feb 2025

Creators Spotify Social

The biggest apps are in the process of disruption. TikTok’s uncertain future and Meta’s apps relaxing content restrictions and fact checking will constitute greater challenges for creators, advertisers, and audiences looking to use and benefit from these platforms.

Cover image for Before and after podcasts

Before and after podcasts
Mapping the podcast listener journey

Rutger Rosenborg

17 Jan 2025

US UK France

The global importance of video for podcasting extends into the unique market dynamics of the US, UK, France, Mexico, and Japan. Not only does this justify Spotify’s strategic video push, but it also indicates a need for other platforms to follow suit.

Cover image for MIDiA's 2025 predictions webinar slides

MIDiA's 2025 predictions webinar slides
It's social's stage now

Mark Mulligan, Karol Severin, Hanna Kahlert, Tatiana Cirisano, Ben Woods, Rutger Rosenborg, Rhys Elliott and Olivia Jones

6 Dec 2024

Free Report

Spotify YouTube Twitch

MIDiA's expert analysts dive into our 2025 predictions for the music, social, video, audio, and games industries – and explain why we believe "it's social's stage now".

Cover image for MIDiA’s 2025 predictions

MIDiA’s 2025 predictions
It’s social’s stage now

Mark Mulligan, Karol Severin, Hanna Kahlert, Tatiana Cirisano, Ben Woods, Rutger Rosenborg, Rhys Elliott and Olivia Jones

5 Dec 2024

Apple Spotify YouTube

The creator economy reshaped entertainment in the first half of the 2020s and social wasthe big winner, now positioned at the centre of the entertainment economy. In 2025 wewill see the second-order effects begin to play out, set against the backdrop of attentionsaturation, content commodification, and increased focus on profit.

Cover image for Global South rising

Global South rising
Streaming audiences in China, Turkey, and South Africa

Tatiana Cirisano

28 Nov 2024

Spotify YouTube Deezer

It is increasingly clear that the future of the global music streaming business relies heavily on the Global South markets, which include Latin America, Asia Pacific, and the Rest of World. Most subscription growth is coming from these regions, which will collectively dominate the global music subscriber base by 2031, according to MIDiA’s global ...

Cover image for Music merchandise demand

Music merchandise demand
Who, what, and where

Tatiana Cirisano

24 Oct 2024

Consumer behaviour cds Spotify

The music merchandise market has transformed, with significantly more artists selling merch and more product variety than ever before. The traditional line between “hard” and “soft” merch is blurring as new generations buy vinyl as a collectible keepsake, rather than a consumption format.

Cover image for Songwriters take the stage

Songwriters take the stage
A new playbook for a new era

Tatiana Cirisano and Fernanda Balzaretti

31 Jul 2024

Streaming Spotify music industry

The streaming era upended the already-fraught business of being a songwriter, pushing songwriters to secure new revenue streams and better deal terms. While the recorded music industry has responded to similar shifts with a flourishing artist services market, the same is not true for songwriters.

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