Over a third (36.2%) of the Dutch aged 13 and older used Spotify in October, according to research by GfK. Most listen to Spotify over their smartphone.
The research shows that around 1 million people started using the streaming music service in the past year, for a total of 5.24 million Spotify users. The service has the highest penetration among 13-24 year-olds, at 64 percent, while over-50s use the service the least (22%).
In the 20-49 age group, important for advertisers, 28 percent say they use Spotify at least once a week. Almost half of users in this group have a Spotify Premium subscription, without advertising.
According to figures from the Telecompaper Consumer Insights panel, 51 percent of the Dutch used a streaming music service in the third quarter. Spotify had a penetration of 43 percent.
