Summary of Los superoyentes en Spotify y la nueva segmentación de audiencia

Summary

The video discusses recent updates by Spotify regarding audience analytics, particularly focusing on the concept of "super listeners" and the new segmentation of audience types. Here are the main points and strategies highlighted in the video:

Financial Strategies and Market Analyses

audience segmentation: Spotify has introduced new audience segments that help artists understand their listeners better. The segments include:
- Active Audience: Listeners who have intentionally engaged with the artist's music in the last 28 days.
- Previously Active Audience: Those who listened in the last two years but not in the last 28 days.
- Programmed Audience: Listeners who engaged through playlists, radio, or autoplay in the past two years.
Importance of super listeners:
- super listeners make up approximately 2% of an artist's monthly listeners but account for 18% of monthly plays and 52% of merchandise sales.
- They demonstrate high loyalty, often continuing to listen to an artist's music for six months after a release.
Impact of New Releases: Artists can see an average increase of over 20% in the number of super listeners following new music releases, which helps in retaining more casual listeners and converting them into super listeners.

Methodology/Step-by-Step Guide

Check the Spotify for Artists account to view the audience segmentation.
Utilize the insights from the super listener data to enhance audience engagement and monetization strategies.
Focus on releasing new music to boost super listener numbers and overall engagement.

Presenters/Sources

Ana Luisa Patiño, a representative from an independent record label focused on music marketing and digital tools.
The video also references a Spotify study on super listeners.

Notable Quotes

— 03:55 — « The fact is that the results of this study confirm what marketing specialists have understood for a long time and that is that a small part of that audience activated by an artist contributes much more in terms of engagement and revenue for that artist. »

— 05:07 — « What this study leaves us with is that after releasing new music, artists saw an average increase of more than 20% in the number of super listeners. »