Written by: Amanda Graves
Each day, streaming services are collecting an insane amount of listening data. There are several music-streaming services, but Spotify is without a doubt a leader in that business. Spotify has over 100 million regular users, and of that, 70 million are premium users. These users generate over 600GB of data a day1.
Spotify has generated a program, called "Fans First", that gives artists access to this data. The app can show them how they are generating new fans, which songs are frequently downloaded, and where their music is being listened to the most – essentially an app of google analytics, but for artists.
Fans First not only informs artists of information, but these musicians can use the data to recognize what Spotify calls their "super fans"2. These super fans are five times more likely to spend money on things like concert tickets than their average listener. There are essentially three kinds of super fans – streakers, loyalists, and regulars. Streakers are users who have listened to an artist everyday for at least a week, loyalists are people who listen to one particular artist more than any other, and regulars are people who listen to an artist the majority of the days in the past month3.
Artists can locate their most loyal and passionate fans through Fans First, and reward them with perks or special offers. These super fans have the potential to win exclusive merch, behind the scene shows, special ticket offers, and other things along this line. This gives them the ability to be more engaging with their fans.
Innovations like this are only further humanizing the industry, lessoning the distance between a fan and their favorite artist. For now, time alone will tell how Spotify will continue to use data analytics to benefit their listeners and musicians, but it doesn't appear they are going slow down any time soon.
3. http://www.businessinsider.com/spotify-plans-to-use-data-to-unlock-the-power-of-superfans-2016-4
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