Spotify recently introduced a new Spotify for Artists feature called Segments.
Segments offer a far more detailed audience breakdown than we’ve ever had before.
This new display also gives more context and insight into how Spotify gauges listenership on the platform, what those designations mean, and how we can use that information to inform our marketing strategy.
Segments
Spotify’s new Segments feature is available in the Audience tab of Spotify for Artists, taking up the spot where we used to find information about our Active Audience.
And while we can still find the detailed breakdown of our active audience on Spotify, we now have access to an even more expanded overview of who is listening to our music.
In addition to our active audience, we now have information about our previously active audience, as well as what Spotify calls our programmed audience.
Our active audience is comprised of those users who are intentionally listening to our music.
Our previously active audience is a collection of people who have actively engaged with our music in the past but haven’t done so recently.
And our programmed audience is that segment of listeners who are enjoying our work via Spotify’s algorithmic and editorial playlists.
It’s in the details
What’s most interesting about these new categories is not just their inclusion but what Spotify has to say about each designation.
They’ve given us a lot more information about who’s listing and how they behave as a result.
For example, Spotify indicates that listeners in our programmed audience are “often more open to discovery and could become fans and join your active audience.”
They also say “listeners in an active audience stream 3x more, on average.”
When trying to build a loyal listener base on Spotify, these are the details we want to know.
The question, of course, is what do we do with this information?
Marketing
This new information is essentially Spotify’s marketing funnel set on display for all to see.
Listeners discover music within our programmed audience and, hopefully, move into our active audience.
Programmed is where we create awareness, and active is moving down the funnel to engage further.
Spotify says that active audience listeners “make up 33% of a total audience but about 60% of streams and 80% of merch sales on Spotify, on average.”
In short, our active audience is our greatest asset on the platform.
If listeners move into our previously active audience, meaning they used to be in our active audience but “haven’t intentionally streamed [our] music in at least 28 days”, odds are they are more likely to be ready to receive more music from us in the future.
No doubt, this level of granularity can help to determine when to release new music in the future.
And from an ad perspective, because we’re sending people directly to a song or our artist profile, we are generating that awareness level of the funnel off-platform, and moving listeners straight into that active audience designation.
The trick, of course, is keeping them there.
Spotify recently introduced a new Spotify for Artists feature called Segments.
Segments offer a far more detailed audience breakdown than we’ve ever had before.
This new display also gives more context and insight into how Spotify gauges listenership on the platform, what those designations mean, and how we can use that information to inform our marketing strategy.
Segments
Spotify’s new Segments feature is available in the Audience tab of Spotify for Artists, taking up the spot where we used to find information about our Active Audience.
And while we can still find the detailed breakdown of our active audience on Spotify, we now have access to an even more expanded overview of who is listening to our music.
In addition to our active audience, we now have information about our previously active audience, as well as what Spotify calls our programmed audience.
Our active audience is comprised of those users who are intentionally listening to our music.
Our previously active audience is a collection of people who have actively engaged with our music in the past but haven’t done so recently.
And our programmed audience is that segment of listeners who are enjoying our work via Spotify’s algorithmic and editorial playlists.
It’s in the details
What’s most interesting about these new categories is not just their inclusion but what Spotify has to say about each designation.
They’ve given us a lot more information about who’s listing and how they behave as a result.
For example, Spotify indicates that listeners in our programmed audience are “often more open to discovery and could become fans and join your active audience.”
They also say “listeners in an active audience stream 3x more, on average.”
When trying to build a loyal listener base on Spotify, these are the details we want to know.
The question, of course, is what do we do with this information?
Marketing
This new information is essentially Spotify’s marketing funnel set on display for all to see.
Listeners discover music within our programmed audience and, hopefully, move into our active audience.
Programmed is where we create awareness, and active is moving down the funnel to engage further.
Spotify says that active audience listeners “make up 33% of a total audience but about 60% of streams and 80% of merch sales on Spotify, on average.”
In short, our active audience is our greatest asset on the platform.
If listeners move into our previously active audience, meaning they used to be in our active audience but “haven’t intentionally streamed [our] music in at least 28 days”, odds are they are more likely to be ready to receive more music from us in the future.
No doubt, this level of granularity can help to determine when to release new music in the future.
And from an ad perspective, because we’re sending people directly to a song or our artist profile, we are generating that awareness level of the funnel off-platform, and moving listeners straight into that active audience designation.
The trick, of course, is keeping them there.
Spotify recently introduced a new Spotify for Artists feature called Segments.
Segments offer a far more detailed audience breakdown than we’ve ever had before.
This new display also gives more context and insight into how Spotify gauges listenership on the platform, what those designations mean, and how we can use that information to inform our marketing strategy.
Segments
Spotify’s new Segments feature is available in the Audience tab of Spotify for Artists, taking up the spot where we used to find information about our Active Audience.
And while we can still find the detailed breakdown of our active audience on Spotify, we now have access to an even more expanded overview of who is listening to our music.
In addition to our active audience, we now have information about our previously active audience, as well as what Spotify calls our programmed audience.
Our active audience is comprised of those users who are intentionally listening to our music.
Our previously active audience is a collection of people who have actively engaged with our music in the past but haven’t done so recently.
And our programmed audience is that segment of listeners who are enjoying our work via Spotify’s algorithmic and editorial playlists.
It’s in the details
What’s most interesting about these new categories is not just their inclusion but what Spotify has to say about each designation.
They’ve given us a lot more information about who’s listing and how they behave as a result.
For example, Spotify indicates that listeners in our programmed audience are “often more open to discovery and could become fans and join your active audience.”
They also say “listeners in an active audience stream 3x more, on average.”
When trying to build a loyal listener base on Spotify, these are the details we want to know.
The question, of course, is what do we do with this information?
Marketing
This new information is essentially Spotify’s marketing funnel set on display for all to see.
Listeners discover music within our programmed audience and, hopefully, move into our active audience.
Programmed is where we create awareness, and active is moving down the funnel to engage further.
Spotify says that active audience listeners “make up 33% of a total audience but about 60% of streams and 80% of merch sales on Spotify, on average.”
In short, our active audience is our greatest asset on the platform.
If listeners move into our previously active audience, meaning they used to be in our active audience but “haven’t intentionally streamed [our] music in at least 28 days”, odds are they are more likely to be ready to receive more music from us in the future.
No doubt, this level of granularity can help to determine when to release new music in the future.
And from an ad perspective, because we’re sending people directly to a song or our artist profile, we are generating that awareness level of the funnel off-platform, and moving listeners straight into that active audience designation.
The trick, of course, is keeping them there.
Whenever you're ready, there are four ways I can help you:
Subscribe to the Newsletter: Join our growing network of artists, creators, and entrepreneurs by receiving The One Thing directly to your inbox every week.
Book a Consultation: Schedule a one-on-one call with me to improve your marketing across paid advertising, social media, and more.
The Spotify Traffic Accelerator: Join the hundreds of artists who have successfully learned to automate their growth on Spotify using paid ads on Instagram.
Become a DuPree X Artist: Hire our team to manage your marketing across streaming platforms and social media so you can focus on what matters most—making music.
Whenever you're ready, there are four ways I can help you:
Subscribe to the Newsletter: Join our growing network of artists, creators, and entrepreneurs by receiving The One Thing directly to your inbox every week.
Book a Consultation: Schedule a one-on-one call with me to improve your marketing across paid advertising, social media, and more.
The Spotify Traffic Accelerator: Join the hundreds of artists who have successfully learned to automate their growth on Spotify using paid ads on Instagram.
Become a DuPree X Artist: Hire our team to manage your marketing across streaming platforms and social media so you can focus on what matters most—making music.
Whenever you're ready, there are four ways I can help you:
Subscribe to the Newsletter: Join our growing network of artists, creators, and entrepreneurs by receiving The One Thing directly to your inbox every week.
Book a Consultation: Schedule a one-on-one call with me to improve your marketing across paid advertising, social media, and more.
The Spotify Traffic Accelerator: Join the hundreds of artists who have successfully learned to automate their growth on Spotify using paid ads on Instagram.
Become a DuPree X Artist: Hire our team to manage your marketing across streaming platforms and social media so you can focus on what matters most—making music.