NEWSROOM eMarketer's latest news, announcements, and media resources.

Spotify to Surpass Pandora by 2022

August 14, 2018 (New York) – Pandora is the most popular music streaming service in the US. But that will change in the coming years, according to eMarketer’s latest forecast on digital audio listeners.

This year, Pandora will have 75.9 million users in the US,* compared with 58.4 million for Spotify. However, eMarketer expects Pandora’s user base in the US to continue to decline slightly throughout the forecast period, while Spotify will see double-digit growth this year and next.

By 2022, the market share will have shifted, with Pandora’s user base dipping to 75.3 million users, while Spotify’s will swell to 76.7 million.

“Pandora’s focus on converting free listeners to subscribers, coupled with much stiffer competition, will keep their overall reach from growing,” said Martín Utreras, eMarketer’s vice president of forecasting. “Meanwhile, Spotify has benefited from being first to market with family plans, offline listening, integrations with other services like Hulu and effective social sharing tools, which have left Pandora to play catch-up.”

*Internet users of any age who listen to Pandora or Spotify on any device at least once per month.

Methodology
eMarketer’s forecasts and estimates are based on an analysis of quantitative and qualitative data from research firms, government agencies, media firms and public companies, plus interviews with top executives at publishers, ad buyers and agencies. Data is weighted based on methodology and soundness. Each eMarketer forecast fits within the larger matrix of all its forecasts, with the same assumptions and general framework used to project figures in a wide variety of areas. Regular re-evaluation of available data means the forecasts reflect the latest business developments, technology trends and economic changes.

 

About eMarketer
Founded in 1996, eMarketer is the first place to look for research about marketing in a digital world. eMarketer enables thousands of companies worldwide to understand marketing trends, consumer behavior and get the data needed to succeed in the competitive and fast-changing digital economy. eMarketer’s flagship product, eMarketer PRO, is home to all of eMarketer’s research, including forecasts, analyst reports, aggregated data from 3,000+ sources, interviews with industry leaders, articles, charts and comparative market data. eMarketer’s free daily newsletters span the US, EMEA and APAC and are read by more than 200,000 readers globally. In 2016 eMarketer, Inc. was acquired by European media giant Axel Springer S.E.

 

For more information, contact:
Douglas Clark
PR Director, North America
646-863-8807
dclark@emarketer.com

Posted on August 14, 2018.