Spotify Expands Into 13 Global Markets Including Russia

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Spotify expanded its service into 13 new markets this week, including Russia, one of the world’s top 20 largest streaming markets, bringing Spotify to a total of 92 markets worldwide. Spotify is offering both its Free and Premium services in each of its 13 new markets, which include Albania, Belarus, Bosnia & Herzegovina, Croatia, Kazakhstan, Kosovo, Moldova, Montenegro, North Macedonia, Russia, Serbia, Slovenia, and Ukraine.

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% of fans in Russia now access music through streaming, compared to 61% adoption globally, and 68% adoption in the United States, according to the IFPI.

“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, 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.

Lorie Hollabaugh
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