Select Page

Spotify has been showing strong, steady growth among the 12-24 demographic, and has now overtaken Pandora in popularity for this age group, according to the latest Infinite Dial report [pdf] from Edison Research and Triton Digital. Back in 2013, only 6% of respondents aged 12-24 reported being weekly Spotify listeners, but that figure has soared to 25% in 2016 and 38% this year.

In doing so, Spotify this year overtook Pandora, which is a weekly listening source for 30% of 12-24-year-olds. Weekly Pandora listening has declined for the second consecutive year after reaching a peak of 45% in 2015.

Young listeners also rely more often on Spotify than on Pandora as a source for discovering new music. Fully one-fifth of the age group say that they go to Spotify most frequently to stay up-to-date with music, second only to friends and family (25%) and even ahead of YouTube (19%). Pandora was the choice for fewer than 1 in 10 (9%).

The 20% reporting Spotify as their main source is more than twice the share (9%) from last year.

While only half (49%) of the total survey respondents said that it is “very” or “somewhat” important to keep up-to-date with music, a significantly greater percentage of those between 12-24 felt that way (70%). Of these younger listeners, 80% use YouTube to stay up-to-date, followed by friends and family (77%) and Spotify (59%).

Overall (not just limited to youth), friends and family continue to be the most common way of keeping up-to-date with music (68%). Although YouTube (64%) and AM/FM radio (63%) are still widely used by respondents, Spotify is the only source to show significant year-over-year growth, with the third of respondents using this year being up from one-quarter last year.

About the Data: The results are based on a national telephone survey conducted in January and February 2017 of 2,000 respondents aged 12 and older. Interviews were 51% land line and 49% cell phone, and the survey was offered in both English and Spanish.

Feel Like You're Always Playing Catchup?

Stay ahead of the curve with our free newsletter. It’s fast. It’s factual. And it’s clear

marketing charts logo

Error: Please enter a valid email address

Error: Invalid email

Error: Please enter your first name

Error: Please enter your last name

Error: Please enter a username

Error: Please enter a password

Error: Please confirm your password

Error: Password and password confirmation do not match