Spotify to Expand Global Footprint Across 85 New Markets

Over the next few days, Spotify will be launching its service in about 85 new markets, and will also roll out 36 new languages on the platform. This was announced at its online event, Stream On.

The expansion will include new markets across Africa, Asia, Europe, the Caribbean and Latin America. These new markets have more than a billion people. With these launches, Spotify will have access to a global audience of fans across nearly 180 markets. This move is a part of the company’s commitment to build a borderless audio ecosystem – content, connect creators, and listeners. This move represents the company’s biggest market expansion to date.

Spotify will be working closely with local partners in each market to deliver a customized local experience that meets the unique needs of users, with translations and special payment formats. In addition, Spotify’s expansion will also accelerate the discovery of more genres like Afrobeats, K-Pop, or Reggaeton that already have a place in the global music market.

The company said that the rich music culture of these new markets will now be able to reach the Spotify audience globally. Spotify even added, “Our innovative creator tools will help the artists turn their passion into a profession.”

Working with local creators and partners Spotify plans to roll out its music offerings in each region in the local language.

At the initial stages, Spotify’s free plans will be available across all the markets. Spotify will also offer individual, family, duo, and student plan options in select markets, which the company did not specify. Spotify will also offer its full global catalog in these new markets. The company adds that it will continuously work with local partners to expand its catalog to provide better local offers globally.

Full podcast catalogs of Spotify will be launched in most of these markets. For the other markets, Spotify will work closely with local partners to introduce more podcasts from its catalog, as well as Spotify’s platform, Anchor.

Other offers like personalized experience to users through its home screen, and browse and search features. Upon launch in these markets, Spotify will be available on mobile and desktop web players while the company works with local partners to introduce Spotify on more platforms like TV, speakers, and other wearables and cars in the coming months.

Alex Norström, Spotify’s Chief Freemium Business Officer remarked, “Having more listeners on our platform creates better opportunities for artists to make a living from their work. More creators on the platform will lead to more audio content for our users. This is the foundation of our business and will propel the audio industry forward.”

Spotify at present has more than 340 million active users on the platform. Spotify also has about 150 million subscribers that are using the ad-free premium product across the 93 markets. This expansion will take it to 178 markets globally. The new markets in Africa include Angola, Botswana, Benin, Burundi, Burkina Faso, Cabo Verde, Chad, Cameroon, Comoros, Côte d’Ivoire, Djibouti, Eswatini, Equatorial Guinea, Gambia, Gabon, Ghana, Guinea, Guinea-Bissau, Kenya, Liberia, Lesotho, Mali, Madagascar, Malawi, Mauritania, Mozambique, Mauritius, Namibia, Nigeria, Niger, Papua New Guinea, Rwanda, Sao Tome and Principe, Seychelles, Senegal, Sierra Leone, Togo, Tanzania, Uganda, Zimbabwe, and Zambia.

The Asian market expansion will take place in Armenia, Azerbaijan, Bangladesh, Bhutan, Brunei Darussalam, Cambodia, Kyrgyzstan, Lao People’s Democratic Republic, Macau, Maldives, Mongolia, Nepal, Pakistan, Sri Lanka, Timor-Leste, and Uzbekistan.

For Europe the markets include, it’s Georgia and San Marino. Markets in the Caribbean and Latin America are Antigua and Barbuda, Barbados, Bahamas, Belize, Curaçao, Dominica, Guyana, Grenada, Haiti, Jamaica, St. Kitts and Nevis, St. Lucia, St. Vincent and the Grenadines, Suriname, Trinidad and Tobago.

The list for Oceania includes Fiji, Kiribati, Marshall Islands, Micronesia, Nauru, Palau, Samoa, Solomon Islands, Tonga, Tuvalu and Vanuatu.

The expansion news follows a thread of other announcements by the company where it also rolled out Spotify HiFi in select global markets and launched a new tool “Discovery Mode” in beta.

Spotify has also announced a set of new creator tools and resources, like the expansion of Marquee, the launch of a tool named Discovery Mode into beta testing, the opening of the Canvas looping feature to all artists and it further plans to expand its Spotify dashboard for Artists platform to include support for about 25 additional languages. Spotify noted it will begin beta testing e that will allow Anchor creators to publish paid podcast content to Spotify aimed at their most dedicated fans.

Spotify also provided more details today about how it plans to monetize its investments in podcasts. The even company said that it is launching a new audio advertising marketplace, the Spotify Audience Network. This feature will permit the advertisers on the platform to reach listeners across Spotify’s Originals and Exclusives, as well as podcasts via creation tool Anchor and Megaphone, and its ad-supported music, all in one place. The company will offer podcasts on its self-serve ad platform, Spotify Ad Studio, starting with Spotify Originals and Exclusives in the US, in a beta test phase. This will further expand to third-party podcasts in the future.

The self-serve feature will first be introduced to the US, and in the coming summer, it will expand outside North America, to the UK Ireland, New Zealand, and Australia.




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