Rethinking millennial segmentation with music streaming data

This article explores how music streaming data can be used to segment millennial audiences where age-based clustering falls short.

Rethinking millennial segmentation with music streaming data

Anna Hamill

Marketers need to think about data in a new way, particularly when it comes to engaging with millennial consumers.

"Millennials are so important to our business," said Jeff Rossi, Global Director of Business Marketing at Spotify. "We run both an ads business and a subscription business. So, we're always trying to find out how we can best engage with this audience."

As music streaming services make their mark in the entertainment industry, consumer data on listening habits could offer brands the key to deeper insights on mood, motivation and buying intention....

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands