Spotify launches in Russia and 12 other European markets

Newsroom Business, Digital & Media, Marketing

Spotify launched its service in 13 new markets across Europe including Russia, one of the world’s top 20 largest streaming markets. Already the world’s most popular audio streaming subscription service, with today’s expansion, Spotify now reaches a current total of 92 markets worldwide.

Spotify’s 13 new markets include: Albania, Belarus, Bosnia & Herzegovina, Croatia, Kazakhstan, Kosovo, Moldova, Montenegro, North Macedonia, Russia, Serbia, Slovenia, Ukraine.

As the leading platform driving music discovery on more types of devices than any other service, Spotify’s expansion in Europe comes as consumers in the region embrace streaming. According to the International Federation of the Phonographic Industry (IFPI), Russia is the 17th-biggest streaming market in the world and on pace to be the 10th-biggest streaming market by 2030. More than 87 percent of fans in Russia now access music through streaming, compared to 61 percent adoption globally, and 68 percent adoption in the U.S., according to IFPI. Starting today, Spotify is offering both its Free and Premium services in each of its 13 new markets.

“Today’s launch opens the door for nearly 250 million fans to start discovering new music from around the world on Spotify, and for artists in the region to reach the increasingly connected global audience of fans,” said Gustav Gyllenhammar, Spotify VP, Markets and Subscriber Growth. “Launching in these 13 markets is an important moment in Spotify’s journey, especially as we welcome fans and artists in growing music markets like Russia, where streaming is being widely adopted and where we see a significant opportunity for Spotify.”

As a part of Spotify’s expansion announced today, it has introduced 200 new playlists featuring artists from across the region that are available to fans around the world. To highlight Russia’s rich musical culture, for example, Spotify has added almost 100 playlists, including editorially curated playlists like Hip-Hop Cannon and New Music Friday Russia, and “This Is” playlists featuring popular Russian artists. Personalized Spotify playlists like Release Radar, Daily Mix, and Discover Weekly, which are informed by the listening habits of individual fans, are also now available in Russian.