September 23, 2021


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Spotify has been launched in Russia, 12 new European markets – diversity

2 min read

Spotify has officially gone live in Russia, along with dozens of other markets across Europe.

According to the International Federation of Phoniographic Industries, the country represents the 17th largest streaming market in the world, Russia’s addition to Spotify is a significant expansion. The music and audio-streaming company said it has now reached a total of 92 markets worldwide.

Spotify has 13 new markets: Albania, Belarus, Bosnia and Herzegovina, Croatia, Kazakhstan, Kosovo, Moldova, Montenegro, Northern Macedonia, Russia, Serbia, Slovenia and Ukraine. All told, the new regions where Spotify has launched represent an addressable market of about two and a half million people, the agency said.

News of Spotify’s upcoming launch in Russia was released last week. According to IFPI, Russia is set to become the tenth largest streaming market by 2030 – and more than 87% of Russian subscribers will now be able to access music via streaming, compared to 1% worldwide (and 8% in the United States).

“Spotify’s journey in these 13 markets is an important moment, especially as we welcome fans and artists in the growing music market, such as Russia, where streaming is widely accepted and where we see a significant opportunity for Spotify,” said Gustav Gillenham. Market VP and customer growth.

As the market expands, Spotify has launched 200 new playlists featuring artists across the region that are available worldwide.

For example, Spotify has added about 100 playlists centered on Russian music, including “This It” playlists featuring secured playlists and popular Russian artists such as Hip-Hop Canon and New Music Friday Russia. Personalized Spotify playlists such as Release Radar, Daily Mix and Discover Weekly, which are informed by individual fan listening style practices, are now available in Russian.

At the end of the first quarter of 2020, Spotify reported 286 million users, including 130 million Spotify premium subscribers. The service provides over 50 million tracks with over 1 million podcast titles.

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