More than 2 in 5 UK adults use Spotify every week. We plan, buy and optimise Spotify campaigns that reach the audiences your other channels are missing — with precision targeting and measurable results.
Spotify is the most used digital audio platform in the UK — and it reaches audiences that commercial radio, TV and social media simply cannot.
42% of UK online adults use Spotify on a weekly basis. That's more than 1 in 3 adults across the UK reachable through a single platform, across music and podcasts combined. The ad-supported free tier alone represents 13 million listeners — a premium, engaged audience that is directly reachable through Spotify's advertising platform.
Critically, Spotify's audience skews significantly younger and more employed than commercial radio or TV. 48% are Millennials (25–44). 22% are Gen Z (16–24). 69% are in full or self-employment. 72% are ABC1. This is not a remnant audience — it's a coveted one.
The most compelling reason to add Spotify to a media plan is incrementality — the unique audiences it delivers on top of channels you're already buying.
Adding Spotify to a plan that includes commercial radio delivers, on average, 28% incremental unique weekly reach. Adding it to a TV plan delivers 27% more. Adding it alongside social and digital delivers 18% more. These are not duplicated audiences — they are people your existing plan does not reach.
For brands running multi-channel campaigns, Spotify is one of the most efficient ways to extend total reach without cannibalising existing investment.
| Demographic | Spotify | Radio | TV |
|---|---|---|---|
| Gen Z (16–24) | 22% | 9% | 9% |
| Millennials (25–44) | 48% | 35% | 34% |
| Employed (full/self) | 69% | 59% | 67% |
| High Household Income | 26% | 26% | 28% |
| Profile | Free | Premium |
|---|---|---|
| ABC1 | 70% | 72% |
| Average Age | 35 | 31 |
| University Educated | 40% | 47% |
| Homeowners | 48% | 51% |
| Employed | 56% | 62% |
A common misconception is that Spotify's free, ad-supported listeners are a lower-value audience than Premium subscribers. The data says otherwise — the two tiers are demographically near-identical, with Free listeners skewing slightly older and more likely to be parents and homeowners.