Spotify and Mindshare have partnered on a new study to uncover how identity is linked to people’s audio streaming behaviour.
This study comes as we increase our time spent with digital platforms, causing evolvement in our identities. Identity is driving decisions that impact every aspect of our lives, including the media we choose to consume.
Streaming platforms such as Spotify have changed the way people are engaging with their passions and the interests they identify with. The new study used Mindshare’s Precisely Human Intelligence methodology to understand the consumer through data accuracy, using first party data and primary research, and human values to engage them with empathy.
It also leveraged Spotify’s Streaming Intelligence, the platform’s insights based on Spotify Free users’ streaming behaviours in the UK, US, Canada and Australia. Of particular interest was how people stream based on their gender identity, generation and parental status.
The results showed six key identity mindsets, underscoring just how engaged audio listeners are and why advertisers looking to reach them should take note.
Key Global Findings
1. Self-Expression
People’s podcast listening reflects their identity, as 58% agree that the podcasts they listen to say a lot about who they are, although nearly half of respondents (47%) said that people would be surprised to know what podcasts they listen to.
2. Connection
Streaming music gives Spotify users a sense of belonging and a way to connect with others, with 40% saying that playlists allow them to connect with other people. Podcasts are also a way to connect, as 55% agreed that sharing podcasts is a way to start conversations and socialise with others.
3. Moods & Emotions
Music streaming provides instant gratification and triggers the nostalgic emotions inherent to people’s identity. 65% of people have different playlists for different moods (i.e. energetic, relaxation, etc.).
4. Pushing Cultural Boundaries
When it comes to podcasts, 68% listen to podcasts to get different points of view on a specific topic, and 61% agree that podcasts help them to develop a deeper understanding of different cultures.
5. Activity / Movement based Moments
More and more people are streaming their music whilst on the move, with 75% saying that podcasts allow them to enjoy content while they are on the go or doing other things.
6. Discovery
Streaming platforms are the way to discover new and relevant music, with 70% saying that they are always able to find great content to listen to.
Roger Purcell, Associate Director, Insights and Activation at Spotify says: “We know that streaming platforms like Spotify have changed the way people engage with their passions and interests. From self-expression to discovery, we believe these six key identities will help advertisers better understand and reach streaming audio listeners, especially on Spotify.”
Rita Ibarra, Business Director of Data Strategy & Insights at Mindshare added: “Music, as a universal language, drives peoples’ self-identity and podcasts create a unique and more intimate connection with the listener.
“In a world immersed with visual stimulus and screens, sound is a crucial element for content and entertainment experiences and a way for advertisers to engage with consumers identities with empathy and precision in the audio streaming space.
“Understanding how identity manifests in streaming platforms is fundamental for brands to then be relevant in the right context and able to respond to consumers’ needs and emotions and forge deeper connections with them.”
