Spotify By the Numbers: Deep Dive into Global Streaming Dominance in Early 2024

By Suzy
Updated on May 29, 2024

Spotify, the world's top music streaming service, boasts over 602 million monthly users and 236 million paying subscribers globally as of early 2024. This report explores key Spotify statistics across various aspects, including usage, financials, content, and creators, based on January 2024 data.

Spotify Scales Up, Reaching New Audiences

Spotify boasts a global presence, reaching 184 countries and billions of potential listeners as of January 2024. This extensive reach and deep local focus fuel its continued growth:

  • 602 million monthly active users; up 15% year-over-year   
  • 275 million premium subscribers; up 15% rise from early 2023   
  • Over 246 million total monthly active users risen since early 2021
  • The average user now streams 160 minutes daily; equaling over 3.5 billion collective hours monthly 

Fueled by booming music markets in Asia, Africa, and Latin America, Spotify's international premium subscribers now dominate, exceeding 72% of the total user base. 

This surge in global demand highlights a shift away from Spotify's European roots, demonstrating the platform's growing appeal in diverse, developing regions.

Significant increase in revenue, exceeding expectations.

Spotify's revenue continues to surge, driven by a growing subscriber base and strategic enhancements to its ad-supported tiers. This translates to an impressive annual increase in revenue and a more favorable margin profile:

  1. Spotify reported revenue for the fourth quarter of 2023 was €3.67 billion. — This revenue marks an increase of 16% from the previous corresponding period.

The reported revenue met the company's own financial guidance.

  1. The company experienced a net loss of €70 million for the quarter. — The net loss for the fourth quarter was an improvement compared to the prior year's €270 million loss.

Factors contributing to the better-than-expected net loss include reduced marketing and personnel expenses.

  1. Spotify's operating expenses increased by 2% year-over-year. — The growth in operating expenses included €139 million in charges due to layoffs in December.
  1. The company's gross margin for the quarter was reported at 26.7%.— This is an increase from the 25.3% gross margin reported in the same quarter a year prior.
  1. Spotify attributes the gross margin improvement to positive trends in its podcasting and music segments.

The increase in gross margin was partially offset by initial costs associated with audiobooks and charges related to employee severance.

  1. Spotify's premium revenue saw a 17% year-over-year increase.
  1. The company's ad-supported revenue grew by 12%, reaching a record quarterly high of €501 million.
  1. Music advertising revenue experienced double-digit growth.
  1. Podcast advertising revenue also increased in the healthy double-digit range.

The growth in podcast advertising was propelled by a surge in sold impressions for both original and licensed podcasts and the Spotify Audience Network.

This advertising revenue increase was partially counterbalanced by softer ad pricing.

  1. Spotify forecasts 239 million Premium subscribers by the end of Q1 2024, a sequential increase of 3 million.
  1. The company projects total Monthly Active Users (MAUs) to reach 618 million in Q1 2024, rising by 16 million.
  1. Spotify's anticipated total revenue for Q1 2024 is projected to be €3.6 billion.
  1. The expected gross margin for Q1 2024 is estimated at 26.4%.

In Spotify's recent Q4 earnings call, CEO Daniel Ek emphasized the company's exceptional user growth in 2023. 

Notably, monthly active users (MAUs) surged by a net 113 million, while premium subscribers saw impressive full-year net additions of 31 million. 

Looking ahead to 2024, Mr. Ek highlighted the strategic shift towards unlocking the full potential of this sizable user base through optimized monetization efforts.

Music Library & Scalable In-House Content Creation

Fueled by extensive licensing partnerships, Spotify's music library continues to grow exponentially, offering an ever-expanding universe of audio experiences for listeners.

  • Over 100 million tracks are available on Spotify as of January 2024  
  • Over 5 million podcast titles accessible, up 20% year-over-year    
  • Over 350.000 audiobook titles are now available on the platform as well   
  • Over 50 billion total streams served monthly across the Spotify catalog & platform
  • More than 11 million creator accounts actively publish content on Spotify each month

Additionally, Spotify evolving quickly into a leading global producer of original podcast content:  

  • Spotify boasts a robust network of over 45 creator collectives, spanning continents and catering to diverse audiences
  • Spotify secured a landmark deal with The Joe Rogan Experience, locking in a staggering 190 million downloads per month, solidifying its position as a leading podcast destination.
  • From Gingerbread's Latin American focus to the Spotify Mothers of Invention empowering women of color in the US, and various European collectives, Spotify fosters vibrant communities for creators and listeners alike.
  • Spotify Original shows are transcending the platform, with several being adapted for Netflix, Prime Video, and other streaming giants. 
  • Spotify is testing scripted podcast content, leveraging its exclusive partnerships with prominent creators and networks.

Top Music Genres & Styles  

Music preferences around the world are as diverse as the listeners themselves, but Spotify has pinpointed the genres currently resonating most strongly on a global scale:

  1. Pop music is leading the position with 35 billion streams per month.
  2. Dance/electronic music comes in second, with a monthly streaming count of over 23 billion.
  3. Hip-hop/rap secures the third position with 22 billion streams per month.
  4. Rock music is in fourth place, tallying 20 billion monthly streams.
  5. Latin music shows significant growth, now at 17 billion streams per month.
  6. R&B/soul maintains popularity with close to 14 billion streams each month.
  7. K-pop showcases its global appeal with streams exceeding 7 billion monthly.
  8. Country music's streams have jumped by 35% year-over-year, now over 5 billion per month.

The global music scene has witnessed a surge in popularity of Korean K-Pop artists like BTS, mirroring a similar regional Latin phenomenon with artists like Bad Bunny, Rauw Alejandro, Karol G, and Anitta. 

These trends, evident on the Spotify platform, often serve as harbingers of broader shifts within the music industry..   

User Demographics  

Younger groups still drive much of Spotify’s listener base:

  • In the United States, individuals aged 18 to 34 make up 55% of Spotify's user base.
  • Male listeners represent a majority of Spotify's US user demographic, accounting for 56%.
  • Female users comprise 44% of Spotify's United States audience.
  • In 2019, a significant portion of Spotify users (35%) indicated utilizing the platform during their workout routines.

Average Daily Usage 

Spotify usage data reveals North American listeners dedicate the most daily minutes to the platform, compared to their European counterparts.

Based on the table provided, the main conclusions are:

  1. North America has the highest average daily usage of Spotify: Users in North America spend between 140 and 160 minutes per day on the platform, significantly higher than other regions.
  2. There is a clear decline in average daily usage from North America to Europe: Moving geographically, the average daily usage shows a consistent decrease, with Europe having the lowest usage amongst the listed regions at 99 minutes.
  3. Average daily usage varies significantly across regions: Despite having the highest and lowest figures, North America and Europe differ by only 41-61 minutes compared to the 33-minute gap between the Middle East & Africa, and Asia Pacific. This suggests regional differences in music listening habits and cultural preferences.

Top User Countries Globally  

Spotify maintains its leading position in North and Latin America, while expanding its reach across key markets in Europe, Asia Pacific, and beyond.

  1. In 2023, Spotify's subscriber count in the Rest of the World region exceeded that of Europe, making it the company's largest market.
  2. The United States has the highest number of Spotify users, with over 100 million.

From 2016 to 2023, Spotify's annual user numbers by region (in millions) are as follows:

YearEuropeNorth AmericaLatin AmericaRest of World

Significant Growth in Creator and Artist Achievements

Millions of creators, from musicians and podcasters to audiobook narrators, have chosen Spotify's global platform to share their voices with the world.

Active Creators11+ million
Streamed Artists (Jan 2024)4.5+ million
Million+ Stream Artists (Jan 2024521,000
10,000+ Stream Artists2.4 million
30M+ Stream Independent Album92%
  • Thriving Creator Community: Over 11 million creators are actively engaging with Spotify each month across music, podcasts, and audiobooks.
  • Artist Exposure at its Peak: In January 2024 alone, music from over 4.5 million recording artists was streamed on Spotify.
  • Hitting the Million Mark: An impressive 521,000 artists have already surpassed 1 million individual song streams in early 2024.
  • Reaching New Audiences: As of January, 2.4 million artists have achieved at least 10,000 streams on Spotify, showcasing the platform's reach.
  • Independent Power: Notably, around 92% of new albums garnering over 30 million streams in their opening month belong to independent artists, highlighting their growing influence.

Top Streamed Global Artists   

Latin stars are making waves on Spotify, but Drake retains his title as the platform's most-streamed artist.

  1. Drake – over 93 billion total streams    
  2. Bad Bunny – 75 billion streams
  3. Taylor Swift – 71 billion streams  
  4. The Weeknd – 60 billion streams 
  5. Justin Bieber – 50 billion streams
  6. Ed Sheeran – 50 billion streams
  7. Eminem – 45 billion streams
  8. Ariana Grande – 43 billion streams
  9. Travis Scott – 41 billion streams
  10. Kanye West – 41 billion streams

Global Sweet Spots: Post Malone, J Balvin, Rihanna, BTS, Ozuna

Pop icon Taylor Swift reigned as the world's most-streamed artist, racking up a staggering 29.10 billion streams on Spotify in 2023. This marks a new record for the platform, solidifying her global popularity.

While artists like Bad Bunny and BTS cultivate exceptionally devoted fanbases who remain engaged even between releases, Swift's consistent output and unwavering popularity propel her to even greater heights.

Regional Listening Differences  

Leading artists vary substantially by area though global stars still rank highly: 

CountryDominant GenreLeading Artists
MexicoRegional Mexican & Latin PopGrupo Firme, Christian Nodal, Bad Bunny
ItalyItalian Rap & PopSfera Ebbasta, Marracash, Gué Pequeno
IndiaBollywood & PopA.R. Rahman, Pritam, AP Dhillon, Sidhu Moose Wala
IndonesiaPopIsyana Sarasvati, Niki Zhong Nan, Fiersa Besari, Lyodra Ginting
EgyptMiddle Eastern PopAmr Diab, Hamza Namira, Wegz
  • Local dominance: Each country features a dominant genre deeply rooted in its respective culture, from Regional Mexican & Latin Pop in Mexico to Bollywood & Pop in India and Middle Eastern Pop in Egypt.
  • Homegrown talent thrives: The leading artists are primarily local or regional stars, indicating a strong audience preference for familiar sounds and cultural connections.
  • Pop music has global appeal: While local genres reign supreme, Pop music finds a place in various countries, suggesting its wider influence and potential crossover appeal.

Genre Differences by Country  

While global charts offer a snapshot of overall popularity, delving deeper into individual markets reveals distinct genre preferences.

RegionDominant GenresShare of StreamsInteresting Notes
BrazilSertanejo, Pagode35% +Passionate local genres with strong cultural roots
IndiaBollywood Music, Film SoundtracksHighDeeply interwoven with cinematic culture
Kazakhstan & Eastern EuropeHip Hop (Russian & local artists)LargeDynamic scene with strong local influence
South AfricaAmapiano, Afrobeats, AfropopDominantVibrant and trendy genres shaping the music scene
Japan, Germany, FinlandClassical MusicLarger shareEstablished markets with a strong preference for classical repertoire
  1. The table highlights the remarkable diversity of dominant music genres across different regions, showcasing how cultural influences and preferences shape listening habits. From Sertanejo in Brazil to Classical in Japan, each region boasts unique tastes.
  1. Interestingly, several regions see local genres dominating or holding a large share of streams, indicating a strong connection to locally produced music and its cultural significance. Examples include Sertanejo in Brazil, Hip Hop in Kazakhstan and Eastern Europe, and Amapiano in South Africa.
  1. Bollywood music and film soundtracks hold a high share of streams in India, demonstrating the deep intertwinement of music and cinema in the country's cultural landscape.
  1. Established markets like Japan, Germany, and Finland show a larger share of streams for classical music, suggesting a dedicated audience for this genre in these regions.

Daily Streaming Habits  

Spotify's premium subscribers exhibit captivating listening patterns throughout the day, revealing unique insights into their emotional states and daily routines.

TimeTypical Listening HabitsMood
Morning (6 AM - 9 AM)News podcasts, mellow singer-songwriters, folksy tunesCalm, focused, routine-oriented
Late Mornings (9 AM - 12 PM)Focus and productivity playlists, upbeat pop, energetic hip-hopMotivated, energized, productive
Midday & Afternoons (12 PM - 4 PM)Break in listening, resurgence of tempo & dance tracksVaries (lunch break), upbeat and energetic for afternoon work
Evenings (6 PM - 12 AM)Podcasts, ambient soundscapesRelaxed, winding down, introspective

This table highlights the dynamic relationship between music and our daily lives. By understanding these patterns, music streaming platforms like Spotify can personalize recommendations and cater to users' specific needs and preferences at different times of the day.


Spotify's impressive statistics solidify its position as a dominant force in music streaming. Millions of subscribers, an expansive music library, and growing podcast influence demonstrate its ongoing commitment to innovation and user adaptation. By leveraging data and personalized recommendations, Spotify enhances both user satisfaction and artist visibility. 


Q: How many songs are available on Spotify?

A: Spotify boasts a library of over 100 million songs which spans diverse genres and includes content from artists all over the world.

Q: How does Spotify use my listening data? 

A: Spotify analyzes your listening habits to personalize recommendations, curate playlists specifically for you, and craft your Discover Weekly playlist to match your unique musical taste.

Q: Can artists see their Spotify statistics? 

A: Yes, Spotify empowers artists with comprehensive analytics dashboards on the Spotify for Artists platform, enabling them to understand their listener base.

Q: How much does Spotify pay per stream? 

A: Spotify's per-stream payments vary by location and subscription type, but are estimated to range from $0.003 to $0.005.

Q: What impact has Spotify had on the music industry?

A: Spotify provided new opportunities for exposure, reaching a wider audience and potentially impacting traditional artist discovery channels.