Seven in ten Spotify users are Millennials, and they “are connected [to the platform] all day from the moment they wake up.” They are listening to Spotify more frequently and on more devices: 25.2% of Millennials listen on their desktops and 67.2% listen on their mobile, compared to 24.6% and 61.8% of non-Millennial users respectively.Those who use the service on multiple screens are tuning in to 143 minutes of content daily, and collectively listening to over a billion tracks a week. They’re also listening at high rates throughout the day, and their streaming is not impacted by “traditional peak consumption periods” like commuting hours. (Adweek)
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