Further to our previous chart looking at the music attitudes of Spotify users, today we explore how this group engages with live music and how this could present an opportunity for Spotify itself.

Despite the relatively balanced pattern of responses, what our data shows is Spotify users are 77% more likely than the average internet user to say they regularly attend live music events – a difference that exists among younger users too; 16-24 Spotify users are 51% more likely than the average internet user their age to be doing so.

Income also plays a role here, with those from the top 25% income group over twice as likely to be attending gigs regularly, possibly influenced by the expense often associated with watching live music.

Given the enthusiasm for live music among its user base, it makes sense that Spotify has begun promoting concerts to users, but there is certainly more room for expansion here.

Progressing from static audio to live-video streaming of music events could make sense for Spotify – especially with the growing popularity of watching live-streams online.

And with the likes of YouTube having previously streamed entire live festival line-ups, hosting live events could surely be possible for Spotify too.

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Written by

Katie is a Strategic Insights Manager at GWI. Moving to the company 4 years ago, Katie heads up the Strategic Insights team, overseeing the production of bespoke assets for clients. Katie also writes on GWI's blog, with a particular interest in social media and marketing.

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