As streaming music and Spotify continues to take over, 58.4 million people in the United States were reported to use Spotify. This makes up 20.8% of all internet users. In 2019, it’s expected that there will be a total of 65.6 million total users in the United States on Spotify.
In contrast, Pandora will have 75.9 million users in the United States this year alone. With Spotify’s massive increase though, Spotify will expect to pass Pandora in terms of subscribers in 2021.
“Unlike Pandora, who’s partner T-Mobile was mostly focused on retaining users, Spotify’s strategy is more effective—they’re partnering with companies focused on audience growth, like Hulu,” said Martín Utreras, vice president of forecasting at eMarketer.