'Tis the season for streaming. Learn about the latest holiday trends, from mobile shopping to millennial spending.

1. How Streaming Consumers
Ring in the Holidays

2. Global holiday sales have crossed the
$850B mark
‣ 3.5% YoY Growth
Online and mobile shopping is outpacing
traditional sales
‣ E-commerce sales: 16% YoY Growth
‣ Mobile devices drive 45% of e-Commerce traffic
What a bright time.
Source: eMarketer (2014)
Mobile devices account for
20%of eCommerce sales.
Shoppers spend
$600
on average during the
season.

3. Source: Spotify Brand Impact Study with Comscore, 2014. Comscore Plan Metrix (US), May 2015
Oh, what fun it is.
3X
as likely to be willing to
pay more for a brand
17%
more likely to shop in
stores weekly
2X
more likely to shop
online weekly
13%
more likely to shop
retail online
29%
more likely to use their
mobile device to shop
Spotify listeners love to shop.

4. NUMBER OF HOLIDAY PLAYLISTS
10 Million+
TOP TRACK MOODS
Romantic (20%)
Sophisticated (19%)
Empowering (14%)
NUMBER OF HOLIDAY STREAMS
749 Million+
TOP TRACK GENRES
Pop (19%)
Rock (7%)
Religious (4%)
Source: Internal data, November 1 to December 31, 2014 (holiday playlist streams by day)
Nov 1 Nov 13 Nov 25 Dec 7 Dec 19 Dec 31
Christmas Eve
Holiday Playlist Streams By Day
Happy golden days.
Listening grows over the season.

5. Tablet use rises
Tablets dominate peak holiday
streaming and accounted for 13% of
holiday e-commerce sales last year,
compared to 9% for smartphones.
Late millennials rule
25-34-year-olds do the most
streaming and shopping, spending
$18,350 more annually than 18-24-
year-olds.
Listening peaks mid-
day
People are unusually likely to play
holiday music during top productivity
hours.
The big seasonal trends.
Nov 8 Nov 22 Dec 6 Dec 20
26%
10%
8%
33%
19% 18%
25-34 35-44 45+
Avg % General Listening Avg % Holiday Listening
+50%
Sources: Internal data (2014), eMarketer. US Bureau of Labor Statistics
0 2 4 6 8 10 12 14 16 18 20 22
Avg % General Listening Avg % Holiday Listening
11am-12pm

6. The most-steamed artists and tracks on Christmas Day
1 2
Classics top our wishlist.
Michael Buble
TOP TRACK
Have Yourself a
Merry Little Christmas
Bing Crosby
TOP TRACK
White Christmas
Ariana Grande
TOP TRACK
Santa Tell Me
3

7. spotify.com/brands
Let’s spread cheer.