Spotify is one of the biggest music streaming platforms in the world, which is widely used for listening to music, podcasts, and shows. The consumer profile of Spotify Premium users is based on the data about the demographics of Spotify and the information about its target audience (Start.io, 2022). The consumer of Spotify Premium is a 20-year-old female, Jessica, who attends college. She invests in her hobbies and is interested in developing and expanding her musical taste. She lives in the dorm room, and her room has several posters with her favorite artists.
She is also a fan of digital art and modern, user-friendly designs. She tried other platforms such as Apple Music, Deezer, and YouTube Music before, but Spotify offered more variety while offering discounts for her student status. Jessica is an active social media user. Therefore, she enjoys annual roundups of the favorite music she listens to throughout the year. She enjoys sharing the insights she got with her friends who also use Spotify and discuss how their year went by in terms of music. Other streaming platforms do not offer such creative and fun content. Hence, Jessica remains loyal to Spotify and does not plan to change the way she listens to music.
Finally, Spotify allowed Jessica to expand her music taste by offering radio for the tracks she likes as well as daily playlists of recommended new music that matches her mood. The podcast section in Spotify allows Jessica to follow her favorite shows and download them to listen to on road trips and during workouts. Such customization and convenience fulfill all the musical needs of the consumer and offer emotional connection due to engaging content and roundups.
Reference
Start.io (2022). Spotify target market segmentation – User demographics & audience targeting strategy for 2022.