Spotify: Growing Subscriptions in “Sachet Cultures”

Spotify: Growing Subscriptions in “Sachet Cultures”

Nation Insights, Indonesia

How do you make monthly music subscriptions accessible to people who live on daily and weekly wages, and for whom money is mostly uncertain?

Spotify saw South & SE Asia as big growth opportunities but struggled to grow subscriptions.

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Through a combination of ethnographic research, immersions and literature reviews of public data, Nation interrogated the underpinnings of people’s willingness to commit to monthly expenses upfront (e.g. music subscriptions).

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We developed an exhibition of the findings at Spotify’s HQ in Stockholm, which contributed to a paradigm shift towards short duration subscriptions. Soon after, Indonesia & India drove global growth (3x growth in 3 years). Sometimes smaller is better.

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