FAN STUDYFan ConnectionYour music sparks the connection. But it’s the world you build around it that keeps fans coming back. From visuals to storytelling, learn how listeners go deep with their favorite artists on Spotify—and how that leads to bigger and more loyal fans.
Super listeners aren’t just for superstars.
01/ 06
Super listeners aren’t just for superstars.
Share of super listener streams compared to share of monthly listeners across artist sizesBased on streaming activity from May 12th to June 9th, 2025. “Monthly listeners” refers to all listeners that have at least 1 stream over 30 seconds of an artist in the past 28 days.
InsiktSuper listeners are the most loyal segment of your monthly active listeners. Averaged across all artist sizes, they make up just 2% of an artist’s monthly listeners, but they drive over 18% of monthly streams.
ÅtgärdSee the makeup of your listener segments in the Audience tab on desktop.
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One video can take listeners from occasional to obsessed.
02/ 06
One video can take listeners from occasional to obsessed.
Impact of engagement with music video across audience segmentsBased on listeners who streamed an artist’s music video on Spotify, and their listening activity over the following 3 weeks, compared to listeners who streamed the track but did not watch the video. Analysis includes over 30 million listeners across 37 thousand artists with at least 1,000 monthly listeners and 3+ videos on Spotify, between March–April 2026.
InsiktListeners who stream an artist’s music video on Spotify go on to stream that artist 57% more over the following 3 weeks, on average. Among your most dedicated fans, that impact is even stronger: Super listeners who stream an artist’s music video go on to stream that artist 62% more over the same 3 week time period.
ÅtgärdUpload full-length videos—from official music videos to live performances—and give your fans more ways to connect with your music.
Explore Music Videos
Super listeners stay locked in for the long haul.
03/ 06
Super listeners stay locked in for the long haul.
Retention of active listener segments over time Based on a sample of artists with over 10,000 monthly listeners, comparing how super, moderate, and light listeners retained in an active listener segment 6 months later. Listeners are classified by their dominant segment during a 3-month observation window (July–September 2025), and are defined as retained if they are still in an active listening segment during a 3-month follow-up window 6 months later (April–June 2026).
InsiktSuper listeners don’t just stream more than other listeners, they stick around longer, too. On average, nearly two-thirds of an artist’s super listeners are still active listeners of that artist 6 months later—compared to about one-third of their light listeners.
ÅtgärdUse the share of streams tool in the Audience tab of your dashboard to track how different segments contribute to your streams over time.
Explore Segments
Canvas drives more saves and playlist adds.
04/ 06
Canvas drives more saves and playlist adds.
Lift in saves and playlist adds for tracks with vs. without a CanvasBased on saving and playlisting activity in Spotify playlists between October 1 and October 31, 2023. Lift calculateu.
InsiktCanvas helps artists engage new fans and get them listening, and our data shows that it can also keep them coming back for more. In Spotify playlists, when the Now Playing view is open, listeners save or playlist tracks with a Canvas over 4X more on average vs. tracks without one.
ÅtgärdPull fans in by making the most of the Now Playing view.
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Adding new visuals to your tracks gives fans new reasons to share.
05/ 06
Adding new visuals to your tracks gives fans new reasons to share.
Percentage increase in shares after adding Canvas (by genre)Based on all Canvases from January to March 2021.
InsiktUpdating a track’s visuals can ignite new fan engagement. On average, adding or refreshing a Canvas boosts off-platform shares by more than 10%. And the impact is even stronger in certain genres.
ÅtgärdAdd a Canvas to any song to make it more likely to get shared.
Explore video & visuals
Fans who playlist your music keep coming back for more.
06/ 06
Fans who playlist your music keep coming back for more.
Average increase in streams after playlist adds (by genre)Based on data from January 2021.
InsiktAfter a listener adds you to a personal playlist, on average, they stream 41% more and look at your profile 12% more often. In fact, 60% of all merch purchased from Spotify profiles come from listeners who have playlisted the artist.
ÅtgärdTry display campaigns to increase the chances of fans playlisting your music.
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