Spotify by the Numbers Trials, Churn and Margin
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The 20,000 Foot View: This report presents analysis of Spotify’s key performance metrics as presented in the filing in advance of its direct listing. The report focuses on business performance metrics, such as user acquisition and retention, user engagement and user spend. In addition to the headline numbers, this report includes detailed supplementary data analysis to create further implied datasets that were not reported in the filing.
Key Findings
- Global subscribers by million in quarters without trials’ and million in the with them
- Engagement is subscribers played an average of a month in 2017, compared in 2015
- Inactive subscribers from one million in 2016 four million in 2017
- On an basis churn was in 2017, from in 2016
- Lost subscribers million in 2017, up from one year earlier
- Spotify is subscribers faster than free users all regions except rest of
- Spotify had gain one extra subscriber for additional two subscribers it held in 2016. In 2017 this slightly to
- European and American subscribers each grew by million and two million respectively trials
- Super trials Spotify to grow nine months than it would without them
- Quarterly churn by an average of in trial quarters
- Gross profit subscriber was higher in the with rights payments for super
- It took average of months to recoup costs per subscriber in 2016, to months in 2017
- Spotify should million subscribers by 2018, by Apple Music is likely to hit around million over the period
Companies and brands mentioned in this report: Amazon, Apple, Apple Music, Deezer, Spotify