Arbolus Intelligence

Spotify AB

spotify.com · Stockholm, Sweden

Spotify AB operates a global audio streaming platform that allows users to discover, stream, and share music and podcasts across mobile, desktop, and connected devices. It generates revenue primarily through paid subscription plans and advertising sold against its free, ad-supported tier. The company serves consumers worldwide as well as artists, labels, and podcast creators via distribution and promotional tools.

Listed in
Revenue
$14.0B
Employees
9,500
Founded
2006
Headquarters
Stockholm, Sweden

What 26 Arbolus experts think of Spotify AB

Most experts report strongly positive sentiment, with a high NPS concentration (7–10) and nearly universal usage over a year. Promoters emphasize catalog breadth, convenience, and robust personalization, while detractors note podcast discoverability gaps and some dissatisfaction with pricing and exclusivity. Renewal intent is high among those with spend data, and stickiness is reinforced by personalized playlists and platform familiarity. Primary themes include discovery, value, and unified audio experience.Overall Customer Sentiment: Positive

Who reviewed Spotify AB

Total customers 26 25 current · 1 former
Reviews growth +26 in six months
Seniority of respondents
  • C-Suite 58% (15)
  • Director 25% (7)
  • Manager 17% (4)
Engineering Leader Director NPS 10 Will renew Submitted May 2026
Strategy Leader C-Suite NPS 3 Submitted Sep 2026
Founder C-Suite NPS 10 Will renew Submitted Jul 2026

Employer names and spend open in the full report, along with the other 23 customers.

Everything 26 customers told us about Spotify AB.

Employer names, spend, renewal intent and every written answer behind the numbers on this page.

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Sentiment

53 Net Promoter Score, from 26 scored reviews
  • Promoters 17
  • Passives 6
  • Detractors 3

Cumulative NPS by month

+0 over 6 months
  • May 9
  • Jun 9
  • Jul 9
  • Aug 9
  • Sep 8
  • Oct 9

Net Promoter Score across 1 reviews, accumulated up to each month. Category median 53 across 1 companies.

Praised

  • Better Family and Audiobook Bundles
  • Podcast AI Assistant
  • Unified Podcast Library
  • Recommendation and Engagement Engine

Criticised

  • Aggressive Competitor Feature Set
  • Pricing Sensitivity
  • Switching Barriers Decreasing with AI
  • Podcast Exclusivity and Fragmentation

What customers say

Recommendation and Engagement Engine
“Using Spotify's personalization and discovery features daily provides a strong benchmark for how well recommendation engines can drive engagement in subscription businesses.”
Comprehensive Catalog and Personalization
“I recommend Spotify because it has excellent personalization, a wide-ranging audio catalog, and continuous feature improvements that keep it ahead.”
Integrated Platform
“Spotify stands out for its easy access to music and podcasts in one platform, working seamlessly across devices for a convenient experience.”

Renewal intent

Plan to renew 100%
  • Will renew 6
  • Undecided 0
  • Not renewing 0

Plan to renew, by seniority

  • C-Suite 100% 3 answers
  • Director 100% 3 answers
  • 8.8/10 Average score from customers who will renew

Report

Customer Report - Oct 2026 Oct 2026 26 + 1

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