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Instagram integrates with Spotify: Users can now save songs from Reels directly to their Spotify library.

Today, the percentage of US Spotify users who are subscribers, rather than ad-supported listeners, continues to tick upward, however slowly: By 2028, 57.5% of Spotify鈥檚 US listeners will be subscribers, up just 1 percentage point from 2024鈥檚 figure. Read the full report, Audio Ad Spending 2024.

Today, the percentage of US Spotify users who are subscribers, rather than ad-supported listeners, continues to tick upward, however slowly: By 2028, 57.5% of Spotify鈥檚 US listeners will be subscribers, up just 1 percentage point from 2024鈥檚 figure. Spotify鈥檚 non-podcast ad business will exceed $1 billion in 2025.

AI-driven efficiencies boosted profits, but maintaining growth may require more than automation and personalization to keep users engaged and willing to pay more.

Spotify reports its first full year of profitability: Cost-cutting, price hikes, and a UMG deal should help the company build on its strong Q4 in 2025.

Social media/messaging users. Digital audio listeners. TV viewers. Traditional media users. Vlog/influencer viewers. Creator/influencer membership site users. Device ownership. Smart TV owners. Smartphone and tablet owners. Central and Eastern Europe in Perspective.

Gen Zers make up more than half of Snapchat users. They comprise 52.3% of Snapchat鈥檚 platform. Snapchat is most popular among Gen Z adults (81.3%) versus Gen Z teens (65.4%). Keep an eye on Gen Z鈥檚 P2P payment usage and VR adoption. Gen Z peer-to-peer (P2P) payment usage is rising quickly as the generation becomes more independent and engages more in commerce.

On today's podcast episode, we discuss how much we will actually be using AI agents this year, what happens when they start talking to each other, and how much Apple is likely to move the smart glasses adoption needle. Tune in to the conversation with Senior Director of Podcasts and host Marcus Johnson, Technology Analyst Jacob Bourne and Senior Briefings Editor Gadjo Sevilla. Listen everywhere and watch on YouTube and Spotify.

While YouTube Music is a major player that could influence the balance of power, a more significant test would be if a music label clashed with Spotify over rights renewal. While some artists have withheld music from Spotify, a major label or rights group has yet to make a similar move.

On today's podcast episode, we discuss whether Facebook actually has a young person problem, what will be the most popular kinds of interactive ads, if Amazon鈥檚 鈥楯ust Walk Out鈥� cashierless technology has found a new home, can a 鈥楽辫辞迟颈蹿测 for news鈥� like service work, where Americans are moving too in the country, and more. Tune into the discussion with analysts Evelyn Mitchell-Wolf and Max Willens, and vice president of Briefings Stephanie Taglianetti.

Social media is incredibly popular, with Hispanic users overindexing on most major platforms. More than half are on a Meta platform, with Instagram and WhatsApp being the most popular. Radio remains relevant, but Hispanics are the most likely ethnic group to pay for Spotify Premium. Tangentially, 32% of Hispanic podcast listeners report making more than $75,000 a year.

AI鈥檚 role in Spotify Wrapped is slightly subdued: The platform鈥檚 yearly marketing event included AI, but stopped short of prominently featuring it.

On today's episode, we discuss how Spotify added a record number of users, the impact of its price increase, and the latest on its podcast business. "In Other News," we talk about how good people are at recalling audio ads and some adjustments to Netflix's ad tier. Tune in to the discussion with our analyst Daniel Konstantinovic.