In comparison, this is a demographic in which Spotify are under trading, with an index score of 75. Its new subscribers are more likely to be in a post-family life stage than those of any other platform, with Post-Family Retirees indexing at 138. Spotify is struggling to keep up with this level of market penetration, only able to capture 21% of new subscribers.Ī key to Amazon’s recent success is its over-indexing amongst the older demographics.
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