After the industry rushed to celebrate Billie Eilish becoming the third artist to reach the 100 million monthly Spotify listeners milestone which led to the Weeknd being knocked off his pedestal as the most popular artist on the platform, it became irrefutably clear that monthly listeners matter just as much as the number of streams you are able to amass on your most popular tracks.
However, it is extremely likely that independent artists vastly overestimate how many monthly listeners they need to be revered as among the most popular artists on Spotify.
If you have 1,000 monthly listeners on Spotify, you’re officially in the top 8% of musicians on Spotify. If that number grows to near the 100k monthly listeners mark, you can celebrate being in the top 1% of artists on Spotify. Achieving those kinds of figures as an independent artist may be difficult, but it isn’t a pipe dream.
This article will cover why paying attention to metrics such as your monthly listeners on Spotify is important, and most crucially, share tips on how to ensure your monthly listener count doesn’t plateau or drastically diminish following promotional campaigns.
Why Monthly Listener Metrics Matter
Metrics such as monthly listeners, streams, and likes provide unique insights into different aspects of reach and engagement. Here’s a breakdown of why monthly listeners matter and how they compare to streams and likes:
Monthly Listeners: Reach and Active Audience
Monthly listener metrics indicate the number of unique listeners who have streamed an artist’s music at least once within 28 days. This figure is crucial because it reflects the breadth of an artist’s audience and gives a sense of how many people are actively engaging with their music regularly.
- Audience Scope: Monthly listeners provide a snapshot of how many people are tuning in to an artist’s music over a specific period, highlighting the artist’s overall reach. A high number of monthly listeners suggests a wide audience that isn’t just concentrated among a few loyal fans but spans across various demographics and regions.
- Engagement Over Time: While streams can fluctuate based on releases or promotional efforts, monthly listeners offer a more stable view of an artist’s ongoing appeal. It’s possible for an artist to have high streams from a viral hit but fewer monthly listeners if most of those streams come from a small, dedicated fanbase repeatedly playing the track.
Streams: Depth of Engagement
Streams represent the total number of times an artist’s songs have been played. This metric is essential for understanding how popular a specific track or body of work is, as it counts every individual play, regardless of whether it’s from the same listener or different ones.
- Track Popularity: High stream counts often indicate a hit song or successful album. However, streams don’t differentiate between a song that a few people play on repeat and one that is played by a wide audience.
- Monetary Value: Streams are also tied directly to royalties. More streams typically mean more revenue for the artist, though the per-stream payout is often low. Therefore, streams are vital from a financial standpoint, even if they don’t necessarily reflect the breadth of the audience.
Likes: Fan Loyalty and Fandom
Likes on Spotify, typically seen as the number of times users have “liked” or “saved” a song or album, are a direct indicator of fan loyalty. When a user likes a track, it’s often added to their personal library or playlist, meaning they are likely to return to it regularly.
- Long-Term Engagement: Likes can be an indicator of how many listeners are committed fans. If a listener takes the time to like a track, they’re signalling a deeper level of engagement and an intention to revisit the music, which could indicate potential for future streams and continued support.
- Algorithmic Boost: Likes can also influence Spotify’s algorithm, making it more likely that the song will be recommended to other users, thereby potentially increasing both streams and monthly listeners.
Why Monthly Listeners Matter Most:
In the context of overall reach and potential growth, monthly listeners might be the most significant metric because it reflects how many people are being exposed to an artist’s music on an ongoing basis. It’s a broader measure of an artist’s active audience and potential market. While streams and likes are important, especially in terms of financial gain and gauging fan loyalty, monthly listeners provide a clearer picture of an artist’s relevance and ability to maintain an active and expanding fanbase.
How to Increase Monthly Listeners on Spotify
Increasing monthly listeners on Spotify as an independent artist involves a combination of promotion, engagement with your audience, and leveraging the platform’s features. Here are some effective tactics:
- Consistent Release Schedule:
- Release new music regularly to keep your audience engaged.
- Drop singles before an album to build anticipation and maintain visibility.
- Leverage Social Media:
- Promote your Spotify tracks on social media.
- Use stories and posts to direct followers to your Spotify profile.
- Engage with your audience through live sessions or Q&A to build a stronger connection.
- Collaborate with Other Artists:
- Partner with other musicians for features or joint tracks to tap into their fanbase.
- Consider remixing tracks with different artists to reach diverse audiences.
- Pitch to Spotify Playlists:
- Submit your tracks to Spotify’s editorial playlists through the Spotify for Artists dashboard.
- Aim for inclusion in user-generated playlists by networking with playlist curators.
- Create your own playlists, featuring your music alongside tracks by popular artists in similar genres.
- Optimise Your Spotify Profile:
- Ensure your artist profile is complete with a professional bio, high-quality images, and links to your social media.
- Use Spotify Canvas (the short looping visuals) to make your tracks more engaging.
- Update your profile regularly with new releases and relevant content.
- Engage with Your Audience:
- Use Spotify’s built-in tools like Marquee to promote your new releases.
- Send updates to your fans through Spotify’s email and push notifications.
- Encourage fans to follow your profile and save your music to their libraries.
- Cross-Promote with Other Platforms:
- Share your Spotify links in newsletters, blogs, and other music distribution platforms like Bandcamp or SoundCloud.
- Use music blogs, podcasts, and YouTube channels to promote your music and direct traffic to Spotify.
- Focus on Quality and Uniqueness:
- Invest in high-quality production to make your tracks stand out.
- Develop a unique sound or brand that makes you distinctive and memorable.
- Engage with Local and Niche Communities:
- Participate in local music events or online communities that align with your genre.
- Build relationships with local radio stations or DJs who can play your tracks and promote your Spotify profile.
- Use Paid Advertising:
- Invest in targeted ads on social media platforms, directing users to your Spotify tracks.
- Consider using Spotify Ads Studio to create audio ads that promote your music directly to listeners on Spotify.
By integrating these strategies, you can steadily grow your monthly listeners, increase your visibility, and build a loyal fanbase on Spotify.
Article by Amelia Vandergast