Active audience

Your active audience is a group of listeners who have actively streamed your music at least once in the last 28 days. This means they streamed directly from active sources like your artist profile, album and release pages, or their own library and playlists.

On average, listeners who actively stream a song will play that artist’s music 4x more in the next 6 months. Measuring your active audience can help you understand how well you’re retaining listeners and whether or not they’re becoming fans.

Your Active audience page

Go to Audience in Spotify for Artists and select Active audience to see your Active audience page. Note: The Active audience page is only available on desktop and mobile web.

Active vs. programmed streams

Active streams are when listeners intentionally stream an artist’s music, such as from the artist’s profile or their own library and playlists.

Programmed streams happen when listeners hear an artist’s songs through Spotify-made playlists, such as editorial or personalized playlists.

Both types of streams will help you grow your audience.

Active audience segments

Your active audience is broken down into 3 segments:

  • Super listeners: Your most dedicated active listeners in the last 28 days. They’re also the most likely to keep streaming your music.
  • Moderate listeners: Active listeners who intentionally streamed your music many times in the last 28 days, and could still develop into super listeners.
  • Light listeners: Active listeners who intentionally streamed your music once or a couple times in the last 28 days, and could develop into moderate listeners.

Monthly listeners vs. active audience

Your monthly listeners are your total listeners in the last 28 days - including people who have streamed your music from active and programmed sources.

Your active audience is a subset of your monthly listeners, representing the listeners who actively streamed your music in the last 28 days.

Both metrics can help you measure how successfully you’re building a fanbase.

Active audience highlights the diversity within your monthly listeners, specifically the listeners who are intentionally streaming your music, indicating they’ll keep streaming more in future.

You can use this data to better understand your different types of listeners and to develop effective marketing strategies to reach your goals.

Increasing your active audience

Artists often focus on getting brand new fans to grow their audience instead of deepening the fandom of their existing listeners. While it’s important to do both, we’ve seen that on average your active audience generates more future streams of your music than other listeners.

You can measure the success of your fan development strategies by using the Active audience page.

Encourage active streams by creating a Marquee campaign, updating your Artist Pick to attract more streams on your artist profile, or sharing a Promo Card to your social media.

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