Are Spotify's users happy to receive ads? Apparently so

Rachael Micallef
By Rachael Micallef | 28 January 2015

Spotify has unveiled research claiming that 94% of its Australian free users believe it's fair to be served ads in return for artist revenue and free access.

The research is part of its 'Are You a Spotify Genius?' infographic, designed to show advertisers the value of its free-tier audience. Spotify's free membership is supported by advertisements, with users able to pay for the service to receive an ad-free experience.

Among the figures, the infographic suggests its users spend nine times more each day on Spotify than Facebook.

“Our audience understands that listening to a campaign message in return for unbeatable free content, so that artists can get paid, is a great exchange,” Spotify Australia and New Zealand MD Kate Vale said.

Spotify reports that 78% of its users are under 34 years of age but that one in three new users are over 35 years of age. It says 49% of Spotify users have completed a university degree and on average have higher incomes than the general population.

Spotify isn't the only platform looking to boost ad sales. Snapchat dipped its toe into the advertising market for the first time in October last year and has now taken it one step further with its 'Discover' video feature, a platform designed for news organisations to share stories.

On its blog announcement Snapchat called the feature “a new way to explore” content online, with the feature not based on clicks and shares but arranged by editors online.

Click here for the infographic.

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