Music is an integral part of our culture and society. It brings people together, giving them an outlet to express abstract feelings and emotions. Over the years, we see how songs and anthems were the driving force for influencing the masses. Different tunes and songs evoke different reactions in us. A war song makes us feel patriotic, and a romantic number brings a whimsical smile on our faces. However, earlier making and sharing new music was an arduous task. Thanks to technology, the process is now a lot easier.
Applications like Spotify give users a platform to share their playlists and find like-minded people. Back in the day, you needed CDs and cassette players; now, all you need is a smartphone. With Spotify, you can connect with your friends, create playlists, share it online, and download it as well. The app revolutionized the way music is distributed! Here is a short case study on Spotify, where I try to find out how and why did the app become so popular.
All about Spotify
Spotify is a music streaming platform that gives users the freedom to pick and choose their playlists. Earlier people would share their music via CDs or pirated files downloaded from the internet. Over time, there came several streaming platforms where users could listen to the latest tracks, download their favorite albums, and share it. However, nothing could beat the brilliant marketing strategy and services that Spotify offered.
The app is a hub for music lovers. It gives users privacy to create their playlist. And at the same time, you also get a space to share your songs. You can even follow your favorite artists, channels, and podcasts. Spotify then offers regular updates and real-time notifications whenever a new album comes up.
Spotify managed to achieve something that no other platform did in the past. It gave customers the convenience of customizing their music. The app also gave out tailor-made recommendations for users depending on their tastes and preferences. You can say that the Spotify algorithm is pretty spot-on with its guidance (pun intended).
High conversion rates and global appeal
In 2015, Spotify had 75 million users and 20 million paying customers. A more recent report of 2019 reveals who this number now shot up to 217 million active users and 100 million subscribers. This is staggering growth in 4 years! Achieving a phenomenal conversion rate of almost 46% in such a short duration is a miracle, indeed. However, this wasn’t an overnight process. The application made some smart marketing decisions to offer something valuable and unique to the customer.
Music assignment experts and IT students consider 1-4% as a profitable conversion rate. Spotify has a conversion rate of 46% in a span of a few years. That’s a phenomenal growth! The application today enjoys a truly international appeal. Users can share their playlists, get curated albums, and find their match.
Customization and Customer satisfaction
Customer satisfaction and customization are the two main pillars of Spotify, contributing to its immense success. The whole point of a platform like Spotify is to help users find the right kind of music. Browse through the extensive range of genres, albums, and artists to find your favorite tracks. Spotify also keeps records of your searches and then suggests songs that match your preferences. The app is payable, yes, but it is more than just a monetary investment.
Spotify goes a step further! The platform introduces you to new music. It is a great way to discover new artists, genres, and expand your horizon. The screen is easy to navigate, the interface extremely intuitive. Plus, the app looks great, is compatible with mobile phones and laptops alike. You can access your account from any time anywhere even without an internet connection.
Spotify also features a lot of podcasts on a variety of subjects. The platform is a goldmine of informative podcasts that cover a lot of exciting topics. Plus, new users can enjoy one month of free premium perks. And whatever you download during the free trial version, you get to keep.
The social factor
The social media angle is noticeable from the get-go. Users can sign into their Spotify account with Facebook or Google. This is a quick, easy, and intuitive way for new people to register on the app. It accounts for more traffic generation, getting more people to the platform. Users no longer should remember their usernames and passwords as well. Plus, you can stream content across multiple devices, add different accounts, and more.
The social factor in Spotify makes it so much more than a mere music app. Here, you don’t just listen to music, and you get to share it. Music is a great way to reach out and connect with people. About 80% of mobile users come from Facebook, and every paying user brings about three more users on board. People can also share their playlists on dating websites like Tinder. It gives your profile an extra boost, increasing your chances of finding the right match.
The personal touch
Spotify’s personalized interface and the sophisticated algorithm is its unique USP. Users usually have to pick their favorite artists before they access their accounts. This then becomes a point of reference for the app to gauge your preferences. Spotify straightaway curates a special playlist for first-time users the minute they log in. It feels less like software and more like a friend who gives you badass recommendations.
With Spotify, you can widen your horizon. For, you’re not merely listening to artists or bands you’re familiar with. The platform introduces you to multiple genres, songwriters, and albums that were unheard of. It is a great Segway to exploring new records. Plus, you also get access to the chartbusters, billboard hits, and other bestselling numbers.
The bottom line
Spotify offers you the best of both worlds. It is an entertaining, enriching, and educational app suitable for all age groups. You can add filters, shuffle tracks you don’t like, create your playlists, and more. What’s more, you can even follow celebrities and online influencers, listen to their playlists. People who love talking about music would love this app to bits!