Super Listeners

So-called “super listeners” make up an average of 2% of all artist’s listeners, but account for 18% of all streams for the artist — a figure that can grow to 30% of all streams for the biggest artists in the world, according to a new study released by Spotify For Artists.

That’s the headline takeaway from a new report by the leading digital service provider, which focuses on how an artist’s most dedicated fans drive streaming activity and engagement on the platform. For the study — which tracked listening behavior during several different periods across the first half of the year — Spotify broke down percentages for artists based on their monthly listeners, identifying how small segments of an artist’s fan base contribute higher percentages of streams than the majority of listeners. The company doesn’t explicitly lay out how it defines a “super listener,” other than to say that it is “your most dedicated active listeners in the past 28 days” who “are also the most likely to keep streaming your music.”

While the 18% figure is an overall average, super listeners tend to drive the highest percentage of streams for the biggest and the smallest artists, the company found. For artists with 0-10,000 monthly listeners, 1% of super listeners drove 22% of all monthly streams; for artists with 25 million or more monthly listeners, 5% of those fans drove 30% of all monthly streams. Artists with between 5 million and 25 million monthly listeners also scored highly, with 3% of super listeners driving 20% of all monthly streams, while those with between 1 million and 5 million saw 2% of listeners drive 16% of streams. Both the 10,000-100,000 range and the 100,000 to 1 million range saw 1% of listeners drive 13% of streams.

Perhaps unsurprisingly, those super listeners are also much more likely to purchase artist merch through Spotify, too. For artists with more than 10,000 monthly listeners, 2% of their super listeners accounted for 52% of all merch purchases, while the remaining 98% of listeners made up the remaining 48% of merch sales. And there is a top 10 market breakdown for where those super listeners come from, too: four of the top 10 markets are in Latin America (Chile at No. 1; Mexico at No. 2; Argentina at No. 6; and Colombia at No. 7) and three are in Asia (Hong Kong at No. 4; Japan at No. 8; the Philippines at No. 10). The remaining are Canada (No. 3), the United States (No. 5) and Poland (No. 9).

Other statistics in the report: new releases can boost the number of listeners to super-status by almost 20%, while retention of those fans appears to be high, with more than 2/3s of those new superfans still listening six months later. Check out the full report here.

The study comes amid an industry-wide conversation about streaming royalties, how exactly they should be allocated and whether a mechanism should exist to reward artists with dedicated fan bases, and how that should be implemented. But super fans are boosting artists in other ways in addition to streaming numbers — CD, cassette and vinyl sales are all up this year so far, according to Luminate’s mid-year report, which it attributes to superfans, with 15% of the U.S. population spending 80% more than the average fan in a given month.