Across the UK and USA, we spoke to just over 2,300 Spotify users for our Q2 2015 wave of research. Among this group, some 3 in 4 said they were using the ad-supported version of the service – making them a relatively hard group for Apple to lure over to its own paid-for offering. Apple will have much stronger hopes in relation to the 25% of Spotify users who are currently paying to use the streaming service.
In fact, there’s a strong overlap between audiences here: just as devices like the iPhone and iPad see peaks in usage among younger and top income groups, it’s the same two segments who over-index the most strongly when it comes to paying for Spotify.
Equally important is that 45% of Spotify’s paying subscribers are already using iTunes – making them particularly susceptible to the Apple marketing machine.