Spotify Product Analytics

Spotify is an audio streaming platform supporting 100 million tracks, 7 million podcasts, and 700,000 audiobooks.

Increase premium subscription conversion by improving early-user retention and engagement.

Definition: No. of users

Activation: Time to Value (10+ mins listening)

Outliers (not considered for the analysis): Passive users, churned users, podcast listeners (high listening time; offline listening on free; minimal ads), and price-sensitive users (structural non-converters, indicated by demographics [geography, device usage, usage patterns, and high tolerance to friction]).

Duration: 21 Weeks

Behaviour analytics for retention for users from the same date (1 June)

Poor discovery + Friction cause maximum churn due to dissatisfaction.

Hypothesis: If a user skips 2 songs within the first 15 seconds, skip the upcoming ad to reduce friction.