The New Audio Insights Reaching the Spotify Listener in Belgium

Home , Bel RTL, Classic 21, Fun Radio (Belgium), MNM (radio station), MNM Hits, NRJ (Belgium)

We recently surveyed 2.027 music listeners in Belgium aged 16-64 and found that Spotify is in a unique position to reach audience segments that are not listening to commercial radio. Get to know Spotify’s Free audience in Belgium.

Spotify Free and Radio listeners have a Spotify Brand Awareness in similar gender breakdown, but Spotify Belgium is at an all time high of 76% overall. Free skews significantly more Milennial. This is a 12% growth compared to the previous TNS survey back in 2017.

Spotify Free users Radio listeners Spotify Free is the largest digital ad supported music service in terms of weekly reach in Gender Belgium and still shows growth compared to the 2017 survey.

50% 50% 49% 51% 17% Female Male Female Male +12% vs 2017

10%

7% 5% 5% Age 4%

Spotify Youtube iTunes/Apple SoundCloud Google Deezer Free Music Free Free Free Play Free

28% 15% 26% 20% 18% 22% 17% 23% 11% 20% Reach digital stations // All: 16-64 year olds N=2027 16-24 25-34 35-44 45-54 55+

Methodology Spotify Free users N=441 We surveyed 2.027 people across Belgium (ages 16-64) via online interviews Radio listeners N=1809 The data we present in this study is based on the Belgian online population

Spotifyforbrands.com for Brands Spotify provides significant incremental The 4th largest radio station in the North, and reach to every radio station. 6th largest radio station in the South. Ask us for more details on other target groups and the growth of incremental reach per station compared to the previous survey (2017).

Unique reach station Overlap Unique reach Spotify Other radio stations Spotify Free

Weekly Reach North 50% MNM

MNM 34% 16% 12% 49% Q-music Q-music 34% 16% 12%

Studio Brussel 24% 11% 17%

MNM Hits 15% 10% 18% Studio Radio 1 34% JOE fm 13% 7% 21% 9% Brussel Top Radio 12% Radio 2 7% 6% 22%

13% Nostalgie (Vl.) 7% 6% 22% Radio 2 28% Spotify Free 13% Top Radio 7% 5% 23% Nostalgie (Vl.)

24% Radio 1 6% 4% 24% 20% MNM Hits JOE fm

18-34 year olds 18-34 year olds N=410 N=410

Weekly Reach South

38% NRJ NRJ 27% 11% 11%

Radio Contact 25% 7% 15% 32% Fun Radio 18% 8% 14% Radio Contact

Nostalgie (Fr.) 17% 6% 16%

DH Radio - Twizz Radioa VivaCité (RTBF) 20% 3 19% 25% 5% Fun Radio Bel RTL 15% 5% 16% La Première (RTBF) 8%

Classic 21 (RTBF) 11% 4% 18% Pure (RTBF) 9% 24% Nostalgie (Fr.)

Pure (RTBF) 6% 3 19% 14% Classic 21 (RTBF) 5% 3 La Première (RTBF) 19% 23% VivaCité (RTBF) DH Radio - Twizz Radio 5% 1 21% 20% 22% Bel RTL Spotify Free

18-34 year olds 18-34 year olds N=336 N=336

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