Spotify
Music and podcast streaming platform.
Spotify at a glance
Spotify is an entertainment & streaming website and one of the most visited sites in United States, currently ranked #38 in the country. It was founded in 2006 by Daniel Ek, Martin Lorentzon and is headquartered in New York City, New York, United States. Today Spotify is owned by Spotify Technology S.A.. Our estimates put its audience at ≈ 230 million visits per month. The business earns money mainly through premium subscriptions, advertising. Its closest rivals include music.apple.com, youtube.com.
Traffic statistics
Traffic history
| Period | Visits | Change |
|---|---|---|
| Q1 | ≈ 216 million / month | +2% |
| Q2 | ≈ 223 million / month | +3% |
| Q3 | ≈ 230 million / month | +3% |
| Q4 | ≈ 244 million / month | +6% |
Traffic sources
- Direct63%
- Organic search21%
- Social8%
- Referral5%
- Paid3%
Audience & demographics
- Men54%
- Women46%
- Age 18-2428%
- Age 25-3429%
- Age 35-4421%
The audience is concentrated in United States, skewing urban and mobile, with usage peaks in the evening hours.
Geographic reach
- United States86%
Home market
- Diaspora and neighbouring markets7%
- Europe3%
- North America2%
- Rest of world2%
SEO profile
- Estimated organic traffic
- ≈ 69 million visits / month
- Branded share of search
- High — brand terms lead the keyword profile
- Indexed pages
- Large — category, listing or article level
- Primary search market
- United States
Top organic keywords
| Keyword | Position | Volume | Traffic share |
|---|---|---|---|
| spotify | 1 | Very high | Dominant |
| watch online | Top 10 | High | — |
| live stream | Top 10 | High | — |
| subscription price | Top 10 | High | — |
Backlink profile
- Referring domains
- Tens of thousands
- Link profile
- News coverage, directories, blogs and partner sites
- Authority
- High within the United States web
Top referral sources
- News and media31%
- Directories and aggregators24%
- Blogs and forums20%
- Partner sites14%
- Other11%
Technology stack
Website technologies
Advertising & analytics technologies
Stack details are inferred from public front-end signals and engineering communications; internal systems may differ.
Mobile app statistics
Available in the local store
Available in the local store
- App share of traffic
- ≈ 74% mobile
- Position in country
- Among the leading entertainment & streaming apps in United States
Company information
- Website
- spotify.com
- Sector
- Entertainment & Streaming
- Owner
- Spotify Technology S.A.
- Owner type
- Public company
- Founders
- Daniel Ek, Martin Lorentzon
- Founded
- 2006
- Headquarters
- New York City, New York, United States
- Employees
- 9,000+
- Ownership
- Spotify Technology S.A. controls the platform. Ownership details are based on public filings and press reporting.
- Revenue
- ≈ $15B annual revenue
- Languages
- English and 60+ languages
- Top traffic sources
- direct, organic search, social
Financials
- Revenue
- ≈ $15B annual revenue
- Ownership
- Public company
- Reporting
- Figures based on public filings, press reports and market estimates
Business model & revenue
Spotify operates an entertainment and streaming service focused on United States. Music and podcast streaming platform. Revenue comes mainly from premium subscriptions, supported by the other lines listed below.
- Premium subscriptions
- Advertising
Products & services
Related deals on Amazon
As an Amazon Associate, Global Site Index earns from qualifying purchases.
International presence
- Primary market
- United States
- Expansion
- Regional and diaspora audiences beyond the home market
Employee statistics
Customer statistics
Website rankings
- Country rank (United States)
- #38 in this index
- Sector rank
- Leading entertainment & streaming site in United States
- Global rank
- 60
Main competitors
Website comparisons
| Website | Monthly visits | Rank | Notes |
|---|---|---|---|
| music.apple.com | ≈ 138 million / month | #39 class competitor | — |
| youtube.com | ≈ 103 million / month | #40 class competitor | — |
What is Spotify?
Spotify (spotify.com) is an entertainment and streaming service serving users in United States. Music and podcast streaming platform. It ranks #38 among the most visited websites in the country in this index, within the entertainment & streaming category.
Who owns Spotify?
The site is operated by Spotify Technology S.A., founded by Daniel Ek, Martin Lorentzon. The company was established in 2006 and is headquartered in New York City, New York, United States. It employs around 9,000+.
Traffic and audience
Traffic estimates place Spotify at roughly 230 million visits per month, about 7.7 million per day. Around 74% mobile of sessions come from mobile devices, and visitors view about 6.9 pages per visit with an average session of 14 min.
How Spotify makes money
Revenue comes primarily from premium subscriptions, alongside advertising.
Competitors in United States
Its closest rivals include music.apple.com, youtube.com.
Data and accuracy
Company facts are drawn from public sources. Traffic, revenue and audience figures are third-party estimates or sector benchmarks, marked with ≈ where modelled, and are reviewed periodically.
Company history & milestones
- 2006
Spotify is founded in New York City, New York, United States.
- Growth phase
Expands its entertainment & streaming offering and moves to a mobile-first product.
- Today
Ranks #38 among the most visited websites in United States.
User reviews & ratings
| Source | Score | Reviews | Notes |
|---|---|---|---|
| Google Play | ≈ 4.3 / 5 | — | Ratings from the local store listing |
| App Store | ≈ 4.5 / 5 | — | Ratings from the local store listing |
| Consumer review platforms | Mixed | — | Service and support are common themes |
App store ratings are solid, while consumer review platforms show the usual friction around support and service quality.
Pros & cons
Pros
- Large local content library
- Live sports or exclusive originals
- Works across mobile, web and TV apps
- Affordable local pricing tiers
Cons
- Content rotates out of the catalogue
- Ad-supported tier interrupts playback
- Rights restrictions limit some titles
- Streaming quality varies on weak connections
Key statistics
Frequently asked questions
Who owns Spotify?
Spotify is operated by Spotify Technology S.A.. Public company structure, based on public filings and press reporting.
Where is Spotify headquartered?
Spotify is headquartered in New York City, New York, United States.
When was Spotify founded?
Spotify was founded in 2006 by Daniel Ek, Martin Lorentzon.
How many employees does Spotify have?
Spotify employs approximately 9,000+ people.
What is Spotify's revenue?
Spotify's revenue: ≈ $15B annual revenue.
Who are Spotify's competitors?
Main competitors in United States include music.apple.com, youtube.com.
How does Spotify make money?
Mainly premium subscriptions, advertising.
Is Spotify publicly traded?
Spotify's ownership: Public company.
How many visitors does Spotify get?
Third-party estimates place Spotify at roughly 230 million visits per month, mostly from United States, with 74% mobile traffic.
Is Spotify safe?
Spotify is an established entertainment & streaming site founded in 2006 and ranked #38 in United States; use the official domain spotify.com and HTTPS.
Popular searches
Data sources & confidence
- Company website and public announcementsspotify.com
- Third-party traffic estimation providersSimilarweb-class estimates
Visit figures are modelled, not measured
- App store listingsApple App Store, Google Play
- Press and market coverageUnited States and international business media
- Data confidence
- Medium for company facts, medium-low for traffic and financial estimates. All modelled figures are rounded and marked with ≈.
- Last updated
- September 2026
Traffic, revenue and audience figures are third-party estimates or derived from sector benchmarks, and are reviewed periodically.
Social media profiles & statistics
Official brand account
Announcements and support
Community and campaigns
Company and hiring updates
Brand and product videos