"Again, we attribute this to a competitive US market, with many choices for paid and free streaming music services. We estimate a US churn rate of 16% for the quarter, higher than what Spotify suggests is the global rate" says CIRP co-founder Mike Levin. "The monthly payment plan does allow Premium subscribers to cancel at any time, a situation that Spotify calls ‘churn’. Some reverted to their free ad supported Spotify or stopped using Spotify altogether.Ī major contributor to the USD high churn rate Not so impressive is that 16% of paid Spotify Premium subscribers ended their subscription in the last 3 months. Hot on the heels of Amazon offering three months of its music subscription service for free, Spotify has done exactly the same for its Premium service. Both are impressive numbers that Spotify is likely to highlight on its earning call this Thursday. 55% of those have an individual subscription and the rest signing on as part of a Family Plan.ġ1% of Spotify ad supported listeners during Q2 converted to Premium subscribers and 74% of trial Premium subscribers continued with their membership after the trial.
A new Consumer Intelligence Research Partners analysis shows that 35% of Spotify users in the United States paid for its Premium plan in Q2 2018.
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