More than half of global music listeners use a free or ad-supported music account

Celeste Huang

GWI data reveals advertising opportunities in music streaming.

Consumers in regions like Asia Pacific, Middle East and Africa are more likely to use free or ad-supported music services while North America has more users with at least one premium paid music account, according to GWI data. 

WARC Media’s latest Global Ad Trends: Media models in flux report looks at the advertising opportunities in music streaming, as Spotify revamps its strategy via podcast ads. 

Spotify welcomed 10 million new paid subscribersand 22 million new ad-supported users in the fourth quarter. Its ad-supported revenue grew 14% year-on-year, reaching €449m ($491m). A 30%...

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