Helping Artists identify and nurture Spotify Super Listeners
As a fans move along the path from initial discovery to superfan, being active listener is an important milestone in the journey. As their own plans for superfans take shape, the streamer is helping artists identify and nurture Spotify Super Listeners.
What Is A Spotify Super Listener?
Super listeners are the most loyal segment of an artist’s active audience. They are listeners who have intentionally sought out the music from active sources like the artist profile, release pages, their saved libraries, and more in the past 28 days.
On average, Super Listeners:
- make up just 2% of an artist’s monthly listeners
- drive over 18% of monthly streams
- one super listener streams as much as 20 listeners in an artist’s programmed audience
- account for 50% of an artist’s ticket sales from Spotify
- in a recent survey, super listeners reported spending over $25 per touring artist on merch, live shows, and more in the past 30 days
- are 9x more likely to share music with their network than other listeners
Nurturing Super Listeners
Fan funnels are a common device when looking at the marketing journey and now Spotify has created their own for the journey to super listeners identifying major stages:
- Growth stage: At the top, you’ve got your potential and programmed audiences. Potential listeners haven’t streamed your music anywhere in at least two years – but, based on their listening behavior, they’re likely to stream your music. Programmed listeners have only heard your music through programmed sources like editorial playlists in the past two years. So, both groups are newer to your sound.
- Reactivation stage: In the middle, you have your previously active audience — fans who used to stream you intentionally but haven’t in the past 28 days. They might just need a nudge to dive back in.
- Engagement stage: At the bottom of the funnel is your active audience — including light, moderate, and super listeners. They’re intentionally streaming your music in the past 28 days and coming back regularly, so they’re really fueling your career. Super listeners are the most engaged segment within your active audience.
Learn strategies and tools to identify and nurture Spotify Super Listeners here.
Bruce Houghton is the Founder and Editor of Hypebot, a Senior Advisor at Bandsintown, a Berklee College Of Music professor and founder of the Skyline Artists Agency
