Spotify's ad-supported monthly active users 2015-2024

Spotify's ad-supported monthly active users reached a record high of 393 million in the second quarter of 2024, continuing the music streaming giant's trend of consistent growth. This figure represents an increase from 388 million users in the previous quarter, highlighting Spotify's ability to attract and retain users through its free, ad-supported tier. The company's strategy of offering a free option alongside its premium subscription service appears to be paying dividends in terms of user acquisition.

User base growth and market penetration 

Spotify's total active user base hit an impressive 602 million in Q4 2023, marking a surge of over 110 million users in just one year. This growth encompasses both ad-supported and premium subscribers, with the latter reaching 236 million in the same quarter. The platform's expansion is particularly strong in Europe and North America, which together account for 65 percent of Spotify's premium subscribers. Europe remains Spotify's strongest market, representing 38 percent of paying users.

Revenue challenges and competitive landscape

Despite the robust user growth, Spotify faces challenges in monetizing its expanding ad-supported user base. The company's premium average revenue per user (ARPU) has been declining since 2017, reaching 4.39 euros in 2023. This trend suggests that while Spotify excels at attracting users, converting them to higher-paying tiers remains a challenge. The company operates in a competitive landscape that includes rivals like Pandora and Apple Music, forcing Spotify to continually innovate and improve its offerings to maintain its market position.