Spotify is launching in Russia as you read this, in addition to 12 other European markets, the streaming company has announced.
The news confirms MBW’s story from last week (a few hours earlier than expected). According to IFPI data, Russia was the world’s fastest-growing recorded music market on a percentage basis in 2019, up 50.3% in wholesale revenue terms year-on-year.
In addition to Russia, the 13 new markets in which Spotify is launching today include Albania, Belarus, Bosnia & Herzegovina, Croatia, Kazakhstan, Kosovo, Moldova, Montenegro, North Macedonia, Russia, Serbia, Slovenia and Ukraine.
In total, these 13 countries house an addressable population for Spotify of close to quarter of a billion people, of which around 144m are in Russia.
This marks Spotify’s first significant global expansion since it launched in India in February last year, and means Spotify is now active in 92 markets worldwide.
More than 87% of recorded music consumers in Russia now access music through streaming, says IFPI, compared to 61% adoption globally, and 68% adoption in the U.S.
“Launching in these 13 markets is an important moment in Spotify’s journey, especially as we welcome fans and artists in growing music markets like Russia, where streaming is being widely adopted and where we see a significant opportunity for Spotify.”
Gustav Gyllenhammar, Spotify
“Today’s launch opens the door for nearly 250 million fans to start discovering new music from around the world on Spotify, and for artists in the region to reach the increasingly connected global audience of fans,” said Gustav Gyllenhammar, Spotify VP, Markets and Subscriber Growth.
“Launching in these 13 markets is an important moment in Spotify’s journey, especially as we welcome fans and artists in growing music markets like Russia, where streaming is being widely adopted and where we see a significant opportunity for Spotify.”
As a part of Spotify’s expansion today, it has introduced 200 new playlists available to fans around the world.
Spotify has specifically added almost 100 playlists in Russia, including Hip-Hop Cannon and New Music Friday Russia, as well as “This Is” playlists featuring popular Russian artists.
Personalized Spotify playlists like Release Radar, Daily Mix, and Discover Weekly, which are informed by the listening habits of individual fans, are also now available in Russian.
The Spotify app is available to download for free or with an upgrade to Spotify Premium, including Individual, Family, Student (select markets) and Duo Premium Plans.Music Business Worldwide
