Spotify brand profile Germany 2023

How high is the brand awareness of Spotify in Germany?
When it comes to digital music users, brand awareness of Spotify is at 91 % in Germany. The survey was conducted using the concept of aided brand recognition, showing respondents both the brand's logo and the written brand name.

How popular is Spotify in Germany?
In total, 59 % of German digital music users say they like Spotify.

What is the usage share of Spotify in Germany?
All in all, 53 % of digital music users in Germany use Spotify.

How loyal are the users of Spotify?
Around 48 % of digital music users in Germany say they are likely to use Spotify again.

What's the buzz around Spotify in Germany?
In June 2023, about 36 % of German digital music users had heard about Spotify in the media, on social media, or in advertising over the past three months.

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Spotify brand awareness, usage, popularity, loyalty, and buzz among digital music users in Germany in 2023

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Number of respondents

1,008 respondents

Age group

18-64 years

Special properties

respondents who use digital music services

Supplementary notes

During the survey, the questions were phrased as follows:

Brand Awareness: Do you know this brand, even if only by name? If you know the brand, please swipe right. If you do not know the brand, swipe left.
Brand popularity: When it comes to digital music services, which of the following brands do you like?
Brand usage: When it comes to digital music services, which of the following brands have you used in the past 12 months?
Brand loyalty: When it comes to digital music services, which of the following brands are you likely to use again in the future?
Brand buzz: Which of the following brands have you noticed in the media, on social media or in advertising in the past 3 months? Please think of news coverage, public discourse, sponsored content, and advertising.

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