Leading Brands in GB's Music & Podcasts Category: Q4 2024

In the ever-evolving world of music and podcasts, several key players have maintained their dominance through strategic growth and innovation. This article delves into the performance of leading brands—Spotify, YouTube Music, and SoundCloud Limited—in the GB market from Q3 to Q4 2024. Sensor Tower's comprehensive data provides unique insights into these brands' cross-platform activities.

Spotify

Spotify's digital presence is robust, featuring its website, spotify.com, and the Spotify: Music and Podcasts app.

• Audience Trends: From Q3 to Q4 2024, spotify.com experienced a steady increase in visits, reaching over 229M by December. Unique visits remained stable, hovering around 3.7M to 4M monthly. The monthly deduplicated audience was consistently above 17M, with a notable rise in December.

• App Engagement: The app maintained a stable monthly active user base, with active users increasing from 17.1M in July to over 17.6M by December. This steady growth highlights Spotify's strong mobile engagement.

• Ad Spend & Channels: Spotify's monthly advertising spend saw fluctuations, peaking at over $3.6M in December. Instagram was the dominant channel, delivering significant impressions, while Facebook and Snapchat also contributed notably.

YouTube Music

YouTube Music's presence is marked by its website, music.youtube.com, and the YouTube Music app.

• Audience Trends: The website saw a surge in visits in October, reaching nearly 162M, and remained strong through December. Unique visits were stable, with a slight dip in October but recovering by December.

• App Engagement: The app's monthly active users consistently increased, surpassing 13.2M in December. This growth reflects YouTube Music's expanding app audience.

• Ad Spend & Channels: Minimal monthly advertising spend was noted, with a brief campaign on Instagram in November, indicating a focus on organic growth.

SoundCloud Limited

SoundCloud's digital ecosystem includes soundcloud.com and the SoundCloud: Discover New Songs app.

• Audience Trends: SoundCloud's website visits peaked at over 57M in October but saw a decline towards December. The monthly deduplicated audience remained above 3.8M, with the web audience slightly larger than the app audience.

• App Engagement: The app experienced a slight decrease in monthly active users from over 5.3M in September to around 4.9M in December, indicating a shift in user engagement.

• Ad Spend & Channels: SoundCloud's monthly advertising spend was modest, with a notable focus on YouTube, which delivered significant impressions.

Conclusion

The Q4 2024 data highlights the dynamic landscape of the Music & Podcasts category in GB. Each brand showcases unique strengths in audience engagement and advertising strategies. Sensor Tower's unparalleled cross-platform insights provide a comprehensive view of these trends, essential for understanding the evolving digital media landscape. For decision-makers, leveraging Sensor Tower's data can unlock strategic advantages, driving informed decisions in this competitive market.