Spotify Continued US Growth Q1 but Had Slight Drop in Premium Share, Says CIRP

Spotify’s U.S. membership grew by 3 million in Q1, Consumer Intelligence Research Partners reported Tuesday. Thirty-seven percent of U.S. members have a premium subscription, a dip from the previous quarter, said analyst Josh Lowitz, saying continued overall growth, including in advertising-supported members, caused the slight decline. Among ad-supported listeners, 27 percent trialed a paid subscription in the quarter, up from 18 percent in Q4, and 81 percent of trial Premium subscribers converted to a paid subscription in Q1 vs. 72 percent. Fourteen percent of paid Premium subscribers ended a subscription, either reverting to an ad-supported account or quitting the service altogether, up from 13 percent in Q4. Findings are based on surveys of 500 U.S. Spotify users January-March.