Spotify has introduced a new term, “super listeners,” to describe a small but influential segment of users who go beyond casual streaming. According to the platform, just 2% of its listeners fall into this category, yet they account for 18% of all streams and 50% of artist ticket sales through Spotify.
These listeners are far more engaged than the average fan. They stream 20 times more than those who discover music through playlists or recommendations and spend over $25 per touring artist on merchandise and shows within 30 days. More than half are still listening to an artist six months later, showing a high level of loyalty.
To help artists identify and engage with these users, Spotify offers tools within its Spotify for Artists dashboard. These include listener segmentation and stream source insights, as well as campaign tools like Marquee and Showcase that can reactivate or deepen fan engagement. Spotify says those exposed to such campaigns are twice as likely to become super listeners.
Spotify has also introduced a “fan funnel” model that includes three stages: growth, reactivation, and engagement. Each phase involves different tactics—from using Discovery Mode and playlist pitching to releasing new music or updating profiles with merchandise and tour dates. New releases, in particular, drive results, with an 18% increase in super listeners following a drop.
These updates arrive as the industry focuses more on superfans and may signal upcoming features tied to Spotify’s anticipated “Music Pro” tier.
