Spotify reports 696M MAUs and 276M subscribers (Q2 2025). Luminate tracks ~99k new songs per day in 2024 and ~25% of catalog with zero plays in 2023. About 0.6% of artists earned $10k+ in 2024.
This page collects the 2025 numbers that actually move decisions, pairs them with credible public sources, and adds practical planning notes so you can budget without guesswork.
The streaming landscape in 2025
Spotify’s footprint continues to expand in usage and monetization.
Context: Spotify’s investor site echoes the same topline—“more than 696 million users, including 276 million subscribers, in more than 180 markets.” See .
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Two data points define competition on DSPs right now.
New music volume: On average, ~99,000 tracks were delivered to streaming services per day in 2024, according to Luminate’s year-end report. See and coverage via MBW ().
The long tail: Luminate’s breakdown shows a huge share of tracks with negligible plays—tens of millions with near-zero activity—underscoring that reach is abundant, attention is scarce. See the MBW analysis above.
What it means: success is less about “being everywhere” and more about engineering intent signals—saves, follows, and repeat listening—so Spotify’s personalized surfaces learn who the track truly satisfies.
~71,200 artists generated $10,000+ on Spotify in 2024. With ~12M artists releasing, that’s roughly 0.6% crossing that threshold. Source: and Spotify’s own .
Spotify also notes a decade-long rise in the value of a “one-in-a-million” streamshare to $10k+ by 2024. See Spotify’s newsroom note on the milestone: .
Takeaway: promotion isn’t optional—compounded intent signals are what earn durable algorithmic reach.
Algorithm-relevant facts you can bank on
Spotify doesn’t publish a master ranking formula, but it does document key mechanics:
A stream counts at 30 seconds. Skips before that hurt. Source: .
Release Radar refreshes weekly and pitching before release ensures your followers get the track there. Sources: , .
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Personalized recommendations drive discovery across Radio, Autoplay, Mixes, and Discover Weekly, which just celebrated 100B+ streams and 56M weekly artist discoveries. Sources: Discovery Mode explainer, Discover Weekly at 10.
Planning note: align your external preview (TikTok/Shorts) with the first 5–10 seconds of the actual track to reduce early skips from inbound traffic.
Paid benchmarks (directional, 2025)
These ranges synthesize public case studies and music-vertical campaign data. They are not official Spotify figures, but they’re realistic planning bands you can test against.
Metric
Typical range
Use it for
CPM
$8–$15
Forecasting reach
CTR
0.8%–2.5%
Creative screening
Landing→Save
15%–25%
Conversion health
Cost per Save (CPS)
$0.25–$0.75
Primary efficiency KPI
By platform (common CPS): Meta $0.30–$0.50, TikTok $0.40–$0.80, Snapchat $0.35–$0.65, Google/YouTube $0.60–$1.20. Treat as priors; keep the winners and cut the rest.
Back-of-napkin check: At $0.50 CPS, a $100 test should land ~200 saves. If your funnel math says 25 saves (e.g., CPM×CTR×CVR), fix creative or landing friction until funnel math and CPS converge.
Geography and genre move the goalposts
Directionally in 2025 campaign data:
CPS by region: US/UK/CA $0.50–$0.80; W. Europe $0.40–$0.60; E. Europe $0.20–$0.35; LatAm $0.15–$0.30; APAC $0.25–$0.45.
Save-rate tendencies by genre: R&B/Soul high-20s, Hip-hop mid-20s, Pop low-20s, Electronic ~20%, Rock high-teens, Country mid-teens, Classical low-teens.
Use these to prioritize tests, then route spend to the cheapest stable CPS that still represents your real audience.
Timing and duration, without superstition
Release day: Friday concentrates early engagement with the ecosystem’s weekly refresh.
Campaign length: Diminishing returns often start around 30–45 days unless you introduce a new creative or alternate version; use weekly CPS and save-through rate to decide whether to extend.
