6 million subscribers worldwide, 1-point-something million in the US? That’s what Wall Street calls ‘niche,’ especially against heavyweights like Sirius XM Radio and Netflix, both of whom boast more than 20 million subscribers apiece (in the US alone). And of course, Apple, whose iTunes is sitting on more than 400 million credit card accounts.
This is a situation Spotify and its investors want to change as quickly as possible, which brings us to an aggressive TV ad campaign that starts tonight. The spots will start on The Voice before spreading to other networks, with a broader buy estimated at $10 million. “The goal is to reach a broad mainstream audience,” Spotify rep Graham James told Digital Music News this morning.
The campaign will not only traverse mainstream television across various networks, but also across online/social channels.