People are most likely to discover music through recommendations from friends, the radio, or hearing new music at events.

In a survey of users using streaming services, 17% of users found new music through playlists, and 14% through browsing similar artists.

Half of Spotify’s users are 34 and under.

Spotify creates playlists based on both content (genre or period) and context (events, activities, time of day, etc.), with content playlists being more popular as users tend to prefer playlists based on their tastes.

Around a third of Spotify listening time is spent listening to Spotify-curated playlists. Slightly more than half of that amount goes on playlists personalized to each listener based on their listening history.

Another third goes to listening to user-generated playlists.

According to Spotify, 55% of users connect their accounts with Facebook, which makes it easier for Spotify to use users’ friend lists to create music social sub-graphs of friends with similar tastes.

35% of music streaming users are using Whatsapp to share links or music while using the app, while 23% use Instagram to talk about music, and 30% of Facebook users share links to music using the app.