Spotify: Market Research & Consumer Insights

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Overview: This project examined Spotify’s growth among college students, with a focus on understanding what drives their loyalty in a competitive streaming market.

Approach: The project collected data from 136 college students through a structured survey and analysed the responses using SPSS. This approach generated quantifiable insights into the drivers of loyalty, highlighting the impact of pricing, peer influence, and user experience on Spotify’s ability to retain student listeners.

Competition Analysis: The project also benchmarked Spotify against Apple Music, YouTube Music, and Amazon Music. By comparing accessibility, content variety, and pricing, it revealed Spotify’s advantages as well as areas where competitors maintain an edge.

Key Findings:

  • Price emerged as the strongest factor influencing loyalty.

  • Peer recommendations shaped streaming choices.

  • Personalisation features and ease of use encouraged retention.

Marketing Recommendations: The project concluded with recommendations for strengthening Spotify’s student engagement. Suggested strategies included student-specific pricing, campus-focused campaigns, and peer-to-peer ambassador programs to enhance loyalty and reinforce Spotify’s market position.