This year, 58.4 million people in the US will use Spotify, making up 20.8% of internet users, according to eMarketer estimates.
In contrast, Pandora will have 75.9 million users in the US this year. However, we expect Pandora’s US user base to decline slightly through the forecast period, while Spotify will see double-digit growth in 2018, as well as next.
While there are several factors driving this success, pricing incentives is the most significant one. Spotify was the first in the market to offer pricing incentives, like ad free and student subscription options in 2014 and family plans, introduced in 2016. Read the rest at eMarketer.