The New Audio Reaching the Spoti Listener in Europe Streaming is now mainstream.

The biggest digital music services have grown their audiences. Listening habits are changing, as some younger listeners bypass traditional radio in favor of streaming radio, and older listeners spend more time with new content distribution channels. As people nd new ways to access music, they’re soundtracking their lives according to the rules of our on-demand age. They listen on the go and across devices, taking full advantage of mobile and connected platforms. They listen throughout the day, not just during their morning drive. And they listen in the moments that make up their lives, from exercising and commuting to partying, studying and more.

Spoti is invested in helping marketers navigate this new landscape to grow the pie for the audio advertising industry. That’s why we’ve commissioned research to quanti the reach and quality of our free audience in 10 countries across Europe. Conducted by TNS, this study marks the rst time Spoti has been measured directly alongside commercial radio. We hope the results help demysti today’s audio consumer and shed more light on how digital and broadcast platforms complement one another.

The audio advertising industry continues to grow. New content distribution channels will enable the audio medium and audio advertising to ourish. It all starts with knowing where, when and how your audience listens.

Jonathan Forster, VP of EMEA Sales, Spoti We wanted to know

How does the reach of Spoti ’s free service 10 markets surveyed 01 in Europe compare to radio? Timeframe: May-June 2015

How does the reach compare to other 20,000+ respondents ages 15-64 02 streaming services? (at least 2,000 respondents per market)

Spoti Free users compared to the online population Is Spoti ’s free audience listening behavior 03 (the subsequent use of “Spoti ” throughout refers dierent from the radio audience? specically to Spoti Free and its free users)

* The data presented in this study is based on the online population in Europe (79% of the total population.) Respondents were surveyed with standardised questionnaires including market-speci c input through TNS online panels. KEY FINDINGS Audience Reach and Listening Behavior

Spoti ’s free service delivers Spoti ’s audience listens across the unique audience reach. day, making it a strong compliment to an audio buy. In 8 of 10 markets, Spoti is the top audio streaming service. While radio listening activity overindexes in the morning, Spoti listening builds steadily throughout the day, peaking in the afternoon and early evening. 10% Average incremental reach is 10% per channel.

>06 am 06-10 10-12 12-14 14-16 16-18 18-20 20-00 midnight<

Spoti captures attention. 40% of Spoti Free listeners on average pay full or most of their attention when they're listening, considerably higher than most commercial radio stations. United Kingdom

Spoti provides signicant incremental reach to Spoti provides incremental Spoti listening builds steadily every radio station in the UK and across all age groups, with up to 21% added reach among 15-34 reach to every radio station across throughout the day and peaks in year-olds. all age groups, particularly the evening, while radio listening younger listeners. peaks in the morning. Spoti has a 14% incremental reach in relation to both Heart FM and Capital FM, and 15% in relation to Kiss FM. Heart 19% 7% 14% Intraday Listening Spoti Free users Spoti listening builds steadily throughout Radio listeners 19% 7% 14% the day and peaks in the evening, Capital while radio listening peaks during Kiss 15% 5% 15% morning drive-time. Absolute 8% 3% 18%

Spoti is the second most Magic 7% 3% 18% active listening ‘radio station’ in the UK compared >06 am 06-10 10-12 12-14 14-16 16-18 18-20 20-00 midnight< to commercial stations. Segment 15-34 Unique reach station With an overall weekly Duplication reach of 14.4%, Spoti is Unique reach Spoti Free the second-largest digital N=333 online interviews with Spoti Free users music service in the UK. N=916 online interviews N=519 online interviews with Capital listeners

iTunes Spoti Free Spoti is the second most active listening ‘radio Soundcloud 16.5% Google Play station’ in the UK compared to commercial stations. 14.4% Deezer 8.7% Spoti is the second-largest 5.5% Gaydio 49% 3.2% Weekly digital music service in the UK. Reach Spoti Free 41% Planet Rock 35% Kerrang 35% NME 33%

Spoti & TNS Research N=2313 online interviews N=listened to the station during the last 12 months Germany Spoti adds Spoti is the largest Spoti users are digital music service on average 8.5 incremental reach in Germany. years younger than radio users. to every radio Spoti Free iTunes Deezer 29% station in Germany. 8.8% 28% Soundcloud 25% 24% 7.2% 22% 20% 18% 2.9% 16% Spoti Free Weekly 13% With a weekly reach of 8.8%, Spoti is the 2.8% Radio Reach largest digital music service in Germany. 6% N=387 online interviews with Spoti Free users. Spoti carries a signicant presence in every N=2591 online interviews 15-24 25-34 35-44 45-54 55+ with radio listeners. region across Germany but is especially popular in Bremen, Hamburg, Rheinland-Pfalz and Niedersachsen. Spoti Radio

years old years old N=2864 online interviews 33.5 vs. 41.9

Spoti has a signicant Spoti adds 7% of an average Hamburg presence in every region Bremen incremental reach per radio station. across Germany. Niedersachsen

Segment 15-64

OVERALL AVERAGE 13 - 16% Rheinland-Pfalz 21.4% +7% 10 - 12.9% 7 - 9.9% Average reach per radio Average incremental 8.8% 4 - 6.9% station in Germany reach of Spoti

Spoti & TNS Research N=2864 online interviews France Spoti is the most Spoti reaches 15% of 18-34 year-old attention-grabbing ‘radio consumers. station’ in France compared to commercial stations. Weekly Reach 15%

Spoti reaches 15% of 18-34 year-old consumers in France weekly. 18-34 Spoti provides incremental reach to every radio station across all age groups. For the 20-49 segment, Spoti provides a 5% unique added reach over NRJ, 8% over RMC and 7% over RTL2.

N=694 online interviews

Spoti provides incremental reach to Spoti is the most active listening ‘radio station’ every radio station across all age groups. in France compared to commercial stations.

NRJ 31% 5% 5% Spoti Free 47% Segment 15-64 RMC 14% 3% 8% Radio Nova 41% RTL2 20% 4% 7% Rires & Chansons 41% Nostalgie 15% 2% 8% Fun Radio 36% Segment 20-49 Unique reach station Fun Radio 19% 3% 7% NRJ 35% Duplication Unique reach Spoti Free

Spoti & TNS Research N=1291 online interviews N=listened to the station during the last 12 months Spain

With an overall brand awareness of 76%, and Spoti is the largest digital music …and is the third largest ‘radio station’ for 94% among 15-24 year old consumers, Spain is service in Spain with a 27.7% younger target groups. one of the most mature Spoti markets. Segment 15-34 weekly reach... 56.6% 48.0% 41.6% Spoti reaches 27.7% of the overall online 29.0% 28.3% population weekly, making it the largest digital Spoti Free music service in Spain and the third largest iTunes ‘radio station’ for the 15-34 segment. Soundcloud Los 40 Europa FM Spoti Cadena Kiss FM 27.7% Deezer Principales Free Dial Spoti is the most attention grabbing ‘radio (Premium+Free) 11.6% N=689 online interviews station’ in Spain compared to commercial 3.6% stations. 2.9% Weekly Reach Spoti is the most attention grabbing ‘radio Spoti provides very high unique added reach station’ in Spain compared to commercial stations. among young consumers: +36% over M80 Radio, +20% over Europa FM and +16% over Spoti Free 49% Los 40 Principales. Maxima FM 37%

Spoti carries a signicant presence in every Rock FM 37% region across Spain and is especially popular in Cadena Dial 37% Andalucia, Extremadura, Navarra and Madrid. N=2027 online interviews N=listened to the station during the last 12 months

Spoti provides incremental reach to every radio station across all Spoti has a signicant presence in every region age groups, especially young consumers. across Spain. Navarra Los 40 Principales 31% 26% 16% Segment 15-34 Unique reach station 31 - 34% 27% 21% 20% Europa FM 28 - 30.9% Duplication Madrid Cadena Dial 16% 13% 29% Unique reach Spoti Free 24 - 27.9% 20 - 23.9% Kiss FM 15% 13% 29% Extremadura M80 Radio 7% 6% 36% Andalucia

Spoti & TNS Research N=689 online interviews N=2027 online interviews Sweden

With an overall weekly reach of 18.1%, Spoti With a weekly reach of 18.1%, Spoti provides unique added reach to is the fourth largest ‘radio station’ in Sweden. Spoti is the fourth largest ‘radio commercial radio stations. Spoti provides incremental reach to every station’ in Sweden. radio station across all age groups: +10 over Mix Mix Megapol, +10% over Rix FM and +13% over Megapol NRJ. Mix Megapol 29% 9% 10% 37.1% Rix FM 29% 9% 10% Spoti carries a signicant presence in every region across Sweden; especially in Rockklassiker NRJ 18% 5% 13% Västebotten, Gävlborg and Kronoberg. 9% 3% 16% 11.7% Rockklassiker

Spoti listening builds steadily throughout the Spoti 18.1% day and peaks in the evening while radio Free 37.1% Rix Weekly reach / Segment 15-64 listening peaks in the morning. FM Unique reach station 23.4% Duplication Spoti is the most attention-grabbing ‘radio Unique reach Spoti Free station’ in Sweden compared to commercial NRJ stations. Weekly reach / Segment 15-64 N=2003 online interviews N=2003 online interviews

Spoti has an important presence in Spoti listening builds steadily throughout the day Spoti is the most attention-grabbing every region across Sweden. and peaks in the evening while radio listening peaks ‘radio station’ in Sweden compared to in the morning. commercial stations. Weekly reach Spoti Free users by region Intraday Listening Radio listeners Level of attention paid while listening 22 - 27% 36% 17 - 21.9% Västerbotten Spoti 12 - 16.9% The Voice 22% 7 - 11.9% Gävleborg NRJ 21% Mix Megapol 18%

Kalmar >06 am 06-10 10-12 12-14 14-16 16-18 18-20 20-00 midnight< Kronoberg N=363 online interviews with Spoti Free users Spoti & TNS Research N=2003 online interviews N=973 online interviews with Mix Megapol listeners N=listened to the station during the last 12 months Italy

Spoti is the largest digital music service Spoti is the third largest ‘radio station’ in Italy. in Italy and the third largest ‘radio station,’ with a 20.7% overall weekly reach that climbs to 35% for 15-34 Rtl 102.5 year-olds. Rds 50% Spoti provides incremental reach to every radio station across all age 34% groups, particularly for the 15-34 segment.

35% Spoti is the most attention-grabbing 105 46% Deejay ‘radio station’ in Italy compared to commercial stations. 35%

Spoti Free Segment 15-34 N=622 online interviews

Spoti oers a very high unique added reach for radio advertisers, Spoti is the most attention-grabbing especially among the 15-34 segment. ‘radio station’ in It aly compared to commercial stations.

Rtl 102.5 32% 18% 17% Spoti Free 53% Deejay 28% 18% 17% 52% Rds 22% 13% 22% Isoradio 105 21% 13% 22% Radio Popolare 43% Segment 15-34 Radio Italia 17% 8% 27% Deejay 40% Unique reach station Duplication Virgin Radio 16% 13% 22% Rds 39% Unique reach Spoti Free R101 15% 9% 26%

Spoti & TNS Research N=622 online interviews N=listened to the station during the last 12 months Norway

With an overall weekly reach of 17%, Spoti is With a weekly reach of 17%, Spoti provides unique added reach the third largest ‘radio station’ in Norway. Spoti is the third largest ‘radio to commercial radio stations. Spoti provides incremental reach to every station’ in Norway. radio station across all age groups.: +8% over P4, +9% over Radio Norge and +14% over NRJ. P4 P4 38% 8% 8% Spoti carries a signicant presence in every 46% Radio Norge 29% 7% 9% region across Norway; especially in Møre and NRJ 9% 2% 14% Romsdal, Hedmark and Hordaland. Radio1 Radio 1 8% 2% 14% Spoti listening builds steadily throughout the 10% day and peaks in the evening while radio 11% NRJ listening peaks in the morning. 37% Weekly reach / Segment 15-64 17% Radio Norge Unique reach station Spoti is the most attention-grabbing ‘radio Spoti Duplication station’ in Norway compared to commercial Free Unique reach Spoti Free stations. Weekly reach / Segment 15-64 N=2000 online interviews N=2000 online interviews

Spoti has an important presence Spoti listening builds steadily throughout the day Spoti is the most attention-grabbing in every region across Norway. and peaks in the evening while radio listening ‘radio station’ in Norway compared to peaks in the morning. commercial stations. Weekly reach by region Intraday Listening Spoti Free users 19 - 21% Radio listeners 17 - 18.9% Level of attention paid while listening 15 - 16.9% Spoti Free 37% 13 - 14.9% Voice 23% Møre and Romsdal P4 23% Hedmark NRJ 22% Hordaland Oslo >06 am 06-10 10-12 12-14 14-16 16-18 18-20 20-00 midnight<

N=329 online interviews with Spoti Free users Spoti & TNS Research N=2000 online interviews N=1114 online interviews with P4 listeners N=listened to the station during the last 12 months Turkey

With a weekly reach of 20.1%, Spoti is the Spoti is the largest digital music Spoti has high brand awareness, largest digital music service in Turkey. service in Turkey with a 20.1% overall especially among millennials. Spoti has overall brand awareness of 49% weekly reach... among the online population, and more than 67% 60% brand awareness below the age of 34. 60% Spoti Free 44% Across the 15-34 age group, Spoti is the 6th iTunes 31% 21% largest ‘radio station’ in Turkey in terms of Soundcloud …and has an even weekly reach, which climbs as high as 28%. 20.1% Deezer higher reach 17.7% among 15-34 year 15-24 25-34 35-44 45-54 55+ Spoti provides incremental reach to 8.3% old consumers. 8.2% Weekly every radio station across all age Reach N=2016 online interviews groups. Its unique added reach in 28% the 15-34 segment over Power Turk is 15-34 +14%, over Power Spoti is the sixth largest ‘radio FM is +15% and station’ in Turkey among younger over Number target groups. One FM is +16%.

N=2016 online Slow Power Turk N=1004 online interviews interviews Turk 47%

28% Spoti provides unique added reach to radio stations. Power Spoti FM Free 28% 38%

Power Turk 33% 14% 14% Segment 15-34 30% 34% Unique reach station Power FM 25% 13% 15% Duplication Kral Number FM 32% Number One FM 22% 12% 16% Unique reach Spoti Free One FM Joy Turk 21% 11% 16% Joy Turk Kral FM 20% 10% 18%

Segment 15-34 Spoti & TNS Research N=1004 online interviews N=1004 online interviews Finland

With a weekly reach of 18%, Spoti is the sixth With a weekly reach of 18%, Spoti provides unique added reach to largest ‘radio station’ for 20-49 year-olds in Spoti is the sixth largest ‘radio commercial radio stations. Finland. station’ in Finland. Spoti provides incremental reach to every Radio radio station across all age groups: +12 over Suomipop Radio Suomipop, +13% over Radio Nova and Radio Suomipop 27% 7% 12% 34% +15% over Iskelmõ. Radio Nova 22% 5% 13% Iskelmõ Iskelmõ 14% 3% 15% Spoti carries a signicant presence in every 17% region across Finland; especially in Pohjanmaa, Spoti Radio Radio Rock 20% 6% 12% Free 18% 26% Nova Keski-Suomi and Satakunta. The Voice 18% 5% 13%

20% Spoti listening builds steadily throughout the 26% NRJ day and peaks in the evening while radio 23% Radio listening peaks in the morning. Rock Weekly reach / Segment 20-49 The Unique reach station Voice Spoti is the second most attention-grabbing Duplication Unique reach Spoti Free ‘radio station’ in Finland compared to Weekly reach / Segment 20-49 commercial stations. N=1221 online interviews N=1221 online interviews

Spoti has a signicant presence Spoti listening builds steadily throughout the day Spoti is the second most in every region across Finland. and peaks in the evening while radio listening attention-grabbing ‘radio station’ in peaks in the morning. Finland compared to commercial stations. Weekly reach by region Intraday Listening Spoti Free users 34 - 44% Radio listeners Level of attention paid while listening 24 - 33.9% 15 - 23.9% Radio Dei 41% 6 - 14.9% Spoti Free 40%

Pohjanmaa Radio Suomipop 24% Etela-Pohjanmaa Classic 24% Keski-Suomi Satakunta >06 am 06-10 10-12 12-14 14-16 16-18 18-20 20-00 midnight< Radio Rock 19%

N=304 online interviews with Spoti Free users Spoti & TNS Research N=2007 online interviews N=633 online interviews with Radio Suomipop listeners N=listened to the station during the last 12 months Denmark

With an overall weekly reach of 13%, Spoti is With a weekly reach of 13%, Spoti provides unique added reach to the third largest ‘radio station’ in Denmark. Spoti is the third largest ‘radio commercial radio stations. Spoti provides incremental reach to every station’ in Denmark. radio station across all age groups: +8% over NOVA NOVA, +10% over The Voice and +11% over Pop NOVA 21% 5% 8% FM. The Voice 11% 4% 10% Radio 26% Pop FM 10% 2% 11% Spoti carries a signicant presence in every 100 region across Denmark; especially in the Aarhus Radio 100 9% 2% 11% 11% and Aalborg areas. My Rock 5% 1% 12%

Spoti listening builds steadily throughout the Pop 12% 14% The FM Voice day and peaks in the evening while radio 13% Weekly reach / Segment 15-64 listening peaks in the morning. Unique reach station Spoti Free Duplication Spoti is the most attention-grabbing ‘radio Unique reach Spoti Free station’ in Denmark compared to commercial Weekly reach / Segment 15-64 stations. N=273 online interviews N=2027 online interviews

Spoti has a signicant presence Spoti listening builds steadily throughout Spoti is the most attention-grabbing in every region across Denmark. the day and peaks in the evening while radio ‘radio station’ in Denmark compared listening peaks in the morning. to commercial stations. Weekly reach by region 14% 13% 12% Intraday Listening Spoti Free users Radio listeners Level of attention paid while listening Aalborg area Spoti Free 32% My Rock 17% Aarhus area Nova 16% Zealand + The Voice 15% Copenhagen Sønderjylland Pop FM 12% /Sydjylland Fyn >06 am 06-10 10-12 12-14 14-16 16-18 18-20 20-00 midnight<

N=266 online interviews with Spoti Free users Spoti & TNS Research N=2027 online interviews N=722 online interviews with Radio Nova listeners N=listened to the station during the last 12 months Top Tips.

Leverage Spoti ’s free service to achieve unique audience reach. By allocating audio advertising budget to Spoti , brands can extend the reach of their campaigns and connect with an audience of actively engaged consumers.

Advertise on Spoti to capture consumers’ attention throughout the day. Spoti Free users listen throughout the day, and especially in the afternoon and evening, while radio listening overindexes in the morning. This makes Spoti an essential element for an always-on audio campaign. Learn more about The New Audio.

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