Music Business

Spotify free listeners are growing faster than paid subscribers

Spotify will hit 41.5 million US ad-supported listeners in 2021, a 9.7% increase over 2020. Spotify’s U.S. paid subscribers are estimated to be 44.7 million.

If current trends continue, Spotify will have 52 million ad-supported US listeners and 52.2 million paid US listeners in 2025, according to eMarketer.

Overall Spotify listeners are on track to increase 10.1%  in 2021 to reach a total of 83.1 million monthly listeners, making Spotify the most-listened-to audio service in the US by far.

Bruce Houghton is Founder and Editor of Hypebot and MusicThinkTank and serves as a Senior Advisor to Bandsintown which acquired both publications in 2019. He is the Founder and President of the Skyline Artists Agency and a professor for the Berklee College Of Music.

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  1. Bruce,

    The charts suggest ad-supported growth of 9.7% this year, as you state, but 10.9% subscriber growth, which is greater, not lesser, than ad-supported.

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