With the addition of 40 million users in 2016, Spotify grows its formidable user base to a robust 140 million.

The people want their music

Spotify has announced its milestone achievement with a plethora of new users, 50 million of which are paid subscribers.

The accelerated growth is allowing for the popular music platform to grow their marketing practice by 50% per year.

But that’s not all

The growing music streaming source is getting better at understanding its individual users through musical taste, making their analytics appealing to partnered advertisers.

Just as Apple Music and Google Play learn tastes and make suggestions, Spotify is able to market beyond music. Not all users are paying subscribers, meaning the vast majority are receiving ads on the regular through advertisers.

Do you use Spotify? Do you pay to stream? Let us know your experience in the comments below.