Netflix Is Three Times as Popular as Spotify, Study Finds


The finding, published by Jacobs Media during a presentation on Wednesday, highlights the extreme and continuing disparity between Netflix and Spotify.  According to the survey of nearly 42,000 Americans on their daily and weekly media consumption habits, Netflix is accessed 3.4 times as frequently as Spotify.

Specifically, just 10 percent of Americans reported using Spotify at least once a week, while 34% reported accessing Netflix during the same period.   That bodes poorly for Spotify, a service that has an extreme portability advantage over Netflix given the multi-tasking nature of music.

But this gets worse: on the paid front, Netflix also has more than three times the number of paying subscribers as Spotify, despite bigger content gaps.  As of October, Netflix reported 69.17 million paying subscribers; Spotify has 20 million paying subscribers worldwide, with an unknown fraction coming from North America.

Spotify now expects ‘close to 100 million‘ users, paid or free, by the end of 2015.  But a massive percentage of those users will be free, ad-supported users: according to the latest announcement, Spotify counted 75 million users, with just 20 million (or 27%) paying a subscription fee.

Others are also casting big shadows on Spotify, including iHeartRadio and Sirius XM (both accessed nearly twice as much); Pandora (accessed three times as much), tradition radio station streams (collectively accessed more than 3 times as frequently); and YouTube (accessed more than 5 times as frequently).

And there’s more competition ahead: missing from the dataset is Apple Music, which has been quickly grabbing subscribers since its summertime launch.  Just recently, Apple Music executive Jimmy Iovine pointed to ‘way more than 6.5 million’ paying subscribers, a number that already eclipses Deezer and other rival streaming music services.  By year-end, Apple’s subscriber tally could cross 10 million.

6 Responses

  1. Anonymous

    It’s very simple — people just don’t want audio-only.

    And why would they?

    • notice all the other activities that are music related, such as radio and pandora? audio-only is highly relevant esp. on the go.
      What troubles me with this study is the lack of worth-while comparisons – apparently regular flow tv is missing? Or is that dubbed home station stream?
      posting this seems to unfair and a point to no end comparing audio-only streaming and a/v streaming like Netflix.

  2. Anonymous

    This is a BS metric.

    First off, why isn’t Cable or Terrestrial TV in here as a data point?

    Also, I’d love to see this adjusted with founding/launch date in consideration. Netflix launched in 1997, Sirius launched in 1990, pandora 2000.

    All of these companies have had decades to scale and grow brand awareness and userbase.

  3. dave chappelle

    Can you please provide links to your sources? This site frequently posts “findings” and “studies” but never links the source. At the very least you need to link it.