Spotify users buy more cars; Oracle helping to build that market

Spotify and software company Oracle are partnering to segment Spotify’s listening audience in a particular way, and present that targeting to automotive marketers.

The key metric initiating this venture is 26% — that’s the rate above average at which Spotify listeners buy cars. Why it might be that Spotify users are such vigorous car buyers is not discussed in today’s announcement, but the initiative demonstrates Spotify’s longstanding and continuing commitment to its ad-supported free listening tier.

Spotify’s subscription business is contributes much higher revenue than the advertising side, but the ad business did yield about $200-million in the last quarter.


Brad Hill