Spotify: How Spotify enabled 1 Cr. music listeners to overcome their fear of onboarding

Spotify, a streaming platform, initiated a Pan-India music streaming app journey to establish its dominance, expand its Indian music listeners and convert potential consumer cohorts to active Spotify streamers.

The marketing objective

Streaming apps were getting a lot of positive response and acceptance from the music listening community, but there also was a growing cohort of potential consumers who were interested in these apps but were hesitant to use it.

Spotify identified this as an opportunity and decided to use this category problem to its advantage.

We were given a daunting task of converting these potential consumer cohorts to active spotify streamers.

The Target Audience

The next step was to identify an 'Onboarding abandoner'. This cohort was not defined through any metrics across any reach and frequency platforms of...

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