Spotify gets more engagement — much more — than its competitors in the music subscription space.
In the second quarter of 2024, the average Spotify Premium listener spent 4.9 hours per week listening to music, according to a MusicWatch survey of U.S. consumers that excluded time spent listening to podcasts and audiobooks. That easily bested Apple Music (2.3 hours), Amazon Music Unlimited (2.0 hours) and Amazon Prime (1.3 hours). These ratios have been fairly consistent over the past five years, with Spotify having an approximately 2.0 to 2.5-times advantage over its nearest competitor.
Last year, Spotify executives described “the Spotify machine” as multiple verticals working together to give consumers more content choices and increase engagement. Podcasts, which are a natural fit for a music service built on audio advertising, offered the promise of keeping people listening longer. The same goes for audiobooks, which Spotify began streaming in the U.S. in 2023. Product features such as Spotify Wrapped and Discover Weekly are also intended to keep people listening.
Judging from statements made by Spotify’s executives, the Spotify machine is working as intended. In November, CEO Daniel Ek said that “overall, Spotify keeps bringing up engagement and bringing down churn,” the term for a subscription service’s subscriber losses. In July, Ek said the company was seeing “healthy MAU [monthly active user] engagement trends year-over-year.”
But Spotify’s own numbers show its average global user’s listening time has remained steady over the past six years. According to data available in Spotify’s annual reports, the service had an average of 24.8 hours per monthly average user (MAU) per month in 2024, down slightly from 25.2 hours per month in 2023 and on par with the preceding four years (24.6 in 2022, 24.4 in 2021, 24.9 in 2020 and 25.5 in 2019). These listening averages cover music, podcasts and audiobooks.
So, based on Spotify’s publicly available figures for global listening hours and MAUs, the average user’s listening time has not increased as hundreds of millions of new users have flocked to the platform.
Why the disconnect? How can Spotify executives say that engagement is growing while its own numbers show flat engagement? Perhaps engagement has increased within pockets of Spotify users. MusicWatch’s Russ Crupnick believes that in the U.S., Spotify’s late adopters are relatively light users who balance out the higher streaming activity of earlier adopters. In that scenario, if Spotify is adding listeners, it will always have new listeners to drag down other listeners’ increasing listening time.
Geographical differences could be at play, too, based on the length of time Spotify has been in each market. In July, Ek described engagement in mature markets as “high” but chose the word “different” for engagement in emerging markets. Based on his choice of words, engagement differs depending on the length of time Spotify has been in a market.
But in the U.S., at least, the time spent listening to music on Spotify has remained “reasonably” steady over the years, says Crupnick. In fact, Spotify’s weekly listening time was “actually a bit higher a few years ago,” he says. Again, the listening habits of late adopters are a reasonable explanation.
It’s worth noting that MusicWatch’s figures exclude podcast and audiobook listening. If Spotify has been able to maintain weekly music listening over the years, it stands to reason that podcasts and audiobooks have provided incremental engagement. Spotify’s lucrative, exclusive deal with The Joe Rogan Experience worked so well that Spotify became the top network for podcast listening in the U.S. in the second quarter of 2023. Last year, Spotify ranked No. 2 behind YouTube for podcast listening (26% to YouTube’s 33% and Apple Podcast’s 14%), according to Edison Research’s The Infinite Dial 2025 report.
In the subscription business, engagement is king. It leads to more subscriptions, lower subscriber churn and a better “lifetime value,” or LTV, a metric that quantifies the present value of future revenue from a subscriber. Stronger engagement gives companies the confidence to raise prices, as Spotify has recently done, and launch superfan tiers, as Spotify has teased, that offer additional bells and whistles for a higher price.
The ability to keep people listening — and be better at it than your peers — can also be a competitive advantage. One reason Spotify has a market capitalization of more than $110 billion is because investors believe Spotify is a “best in class” service that merits such a high share price.
There’s an incredible amount of product innovation going on at music subscription services. Apple Music recently launched three more live, global radio stations. Amazon Music Unlimited offers hands-free listening with Alexa. Both services provide high-quality audio at no extra cost. But Spotify has succeeded in keeping people listening longer.
