Sky high with Spotify
What has happened?
Spotify has partnered with Qantas in a world first loyalty programme alliance. Frequent flyers can use points to pay for premium subscriptions which give unlimited, ad free access to their music catalogue and the ability to sync playlists to a mobile device for offline use.
The TMS Take
Spotify has partnered well with their choice of Qantas. Whilst streaming music still tends to be youth skewed, it is gaining traction against the middle aged cohort. More importantly, we need look beyond demographic generalisations – Roy Morgan data indicates that heavy fliers have a higher propensity to be streamers, with around one fifth having done so in the past month. The relationship also connects Spotify with the affluent consumer who is more likely to pay for a service that delivers music they way they want it – adfree and accessible on their device of choice.
Read about this new partnership here